At 1185 6th Avenue in Midtown Manhattan, we transformed New York's latest Joe & The Juice and its feature wall into more than a mural; it’s a Manhattan oasis that invites pause amid one of the city’s busiest corridors. Painted inside the store but visible from the street, the wall draws passersby and customers into its world, with seating directly in front so they can sit within the mural and experience it as an immersive environment rather than just a piece on a wall.

From the outset, Joe & The Juice really wanted a more abstract vision with subtle references to New York woven in, nothing literal or overly obvious. Our Overall Creative team built a concept rooted in contrast: city and nature, structure and flow, energy and calm.

Abstract forms echo nearby green spaces and pathways, while fruit-inspired shapes quietly nod to the brand’s offerings. A hidden circular gesture forms a subtle “J,” rewarding those who take a closer look.

The color palette highlights the brand’s signature pink, layered over complementary tones and a textured, stone-like background for depth. Abstract references to local landmarks, including Central Park, the American Museum of Natural History, and Strawberry Fields, embed the mural in its Midtown context without overwhelming the narrative.

The result is a dynamic, high-impact wall that functions as a brand beacon, encouraging photography, social sharing, and lingering moments. For a closer look at the creative process and the evolution from sketch to final wall, read our full journal post.