Rochelle’s clothing store is an upscale, trend-setting boutique located on the Anastasia Boulevard corridor to downtown St. Augustine. In business for more than 30 years, it has consistently been voted “best boutique” by locals for its casual but stylish West Coast clothing lines. Upon entering the shop for the first time, it’s clear that owners Tom and Karen Rochelle have established their own strong sense of pattern, color and boldness evidenced in the eclectic shopping experience they provide customers. It’s no surprise that their sense of style carries over into an appreciation of public art. Having seen the fantastic murals in the Miami arts district, they had clear ideas of what they liked. Rochelle’s Clothing were the ideal clients for Arts Evolution.
Given their successful track record as business owners, their main goals were to expand their customer base and attract more attention to passersby on the Boulevard. With so much emphasis placed on downtown tourism, it is a common desire for businesses in that area to create a unique identity – possibly as an arts district – and another part of the city to explore.
Christie met with the Rochelles to consider both indoor and outdoor projects. After debating over whether to choose an indoor mural, an installation or a exterior mural, the decision was made; the 16x 30’ wall would be the perfect place to highlight the eternally youthful and upbeat fashion boutique. Because Arts Evolution also aims to bring a sense of playfulness, positivity and vibrancy to communities through art, it was obvious there was a synergistic match in the two businesses. Christie created several drawings, and “Love is the answer” was selected as the piece to be painted. Bright pinks and shades of greens and blues were used to create a ‘happy, carefree vibe’ that referenced life at the beach, but in a contemporary abstract way.