Murals are taking over city centers. Is this a new trend?

Cities Want More Than a Billboard

Advertising in urban spaces is undergoing a transformation that is hard to miss. Standard formats - the ones people walk past without a second glance - are increasingly losing the battle for attention to formats that make an impression in their own right. Murals are the prime example. They don't shout. They don't blight the urban landscape. They simply exist. And that is precisely why people want to look at them, take photos, and share them.

This direction is becoming increasingly clear in the Czech Republic as well. Cities like Prague and Brno are changing dynamically, and along with them, the way brands want to communicate within them is changing too. Audiences expect something more than just another billboard. They want aesthetics, a sense of surprise, and a story worth sharing. Murals meet all these needs at once.

Why Murals Specifically?

Because they unite what seems impossible to combine in traditional outdoor advertising: the visual impact of large format with the craftsmanship of hand-painted execution. Brands that invest in murals do not just boost their visibility; they also project an image of being bold, modern, and creative. In an era where consumer attention is the most valuable currency, it is precisely this creative execution that determines whether an ad will leave a lasting impression or vanish without a trace.

Poland's Mural Leader Enters the Czech Market

The expansion of Good Looking Studio fits right into this trend. A Polish company that has specialized in custom mural campaigns for years, it is widely regarded as the market leader in Poland. Known for hand-painted work that is impossible to ignore, the brand is now bringing its expertise and portfolio south of the border, scouting new walls and partners across the Czech market.

Good Looking Studio has already completed several murals in Prague, including projects for the jewelry brand Apart and for Netflix. These were executed at Na Zatlance 13, located in a fast-developing neighborhood surrounded by a growing number of new commercial and office developments. It is a location that naturally draws interest from brands aiming to reach a modern, business-oriented audience.

In Brno, the studio created a Netflix mural at Cejl 18 - right in the heart of the city, an area benefiting from some of the highest foot traffic and visibility in all of Brno.

What's Next?

Yet this is only the beginning. Good Looking Studio is actively searching for new locations across the Czech market and plans to keep expanding its portfolio in the country. The company aims to replicate its proven Polish model: building a network of recognizable, high-profile sites to become the go-to choice for brands looking for a format that truly captures attention.

Piotr Ruszkowski, CEO of Good Looking Studio, shared insights on the company’s business plans for international growth:

"We see huge potential in the Czech Republic — great locations, cities that are evolving, and audiences ready for bolder formats. What matters most to us is creating work that helps brands genuinely stand out — not another billboard, but advertising people talk about and want to photograph. This is only the beginning of our presence in the Czech Republic."

Is the Czech market ready for this shift? We'll soon find out.

Will Outdoor Advertising Conquer the Internet?

Ultimately, it won't be the brands, but the residents themselves who decide whether this trend catches on. Passing a new wall on their morning commute, they will be the ones to decide if it's worth taking out a phone to snap a photo. If they do, the mural gains a second life online, offering the brand behind it the kind of viral reach a traditional billboard could only dream of. Whether Czech pedestrians will let themselves be surprised remains an open question. We'll soon see the answer on the streets of Prague and Brno.