SoCal Self Storage, which operates 11 locations in Southern California, commissioned a mural of an iconic 1960s Fudgsicle graphic for the side of its McGee’s Closet location, a historical-landmark building at 15111 Ventura Blvd. in Sherman Oaks, Calif. The operator also developed a five-minute documentary featuring the mural’s graphic designer, Seymour Chwast, who discusses the painting and its creation.
Chwast came to prominence in his career during the 1960s. His “playful, expressive approach charted a new design wave based on revivalism, bold color and illustration called Push Pin Style, which was not a definable style so much as a spirit based on humor, play and surprise,” according to a press release.
When SoCal officials were looking for an image that embodied the “creative energy and innovative spirit” of the local area, they decided on the Fudgsicle, with a bite taken out to reveal rainbow-colored ice cream. The image was originally created for an ad used by Chwast’s printer, with the rainbow representing the range of print colors available, according to Chwast. The resulting mural, created by Los Angeles artist Carlos Aguilar of El Sapo Studios, is 20 feet tall.
SoCal hired local filmmaker Mary Wigmore to document the process of creating the mural from start to finish. The short film debuted during AFI (American Film Institute) Fest, Nov. 14-21, on InstagramTV. It can be viewed on SoCal’s YouTube channel.
“Storytelling is an art form in and of itself. One of SoCal Self Storage’s missions is to give back to the artists and local community whenever possible,” said Shelley Geiler, owner of SoCal. “We live in such a unique, international and multi-cultural metropolis with so many incredible independent artists, storytellers and film-makers, we feel there is an urgent need to support and share their work.”
Geiler, who has a background as an indie film producer, is the daughter of company founder Joanne Geiler, who opened the first SoCal location in 1985. “We look forward to a long future continuing to support the arts and art makers in Los Angeles,” she said. “And, of course, we hope the rainbow Fudgsicle mural will make people smile as they drive along on Ventura Boulevard.”