Art or ad? Giant portrait of Hamilton real estate agent raises eyebrows as artist defends 'gesture of thanks'

A gigantic and familiar smile now greets all who pass by downtown Hamilton's vacant City Centre.

Local real estate agent Rob Golfi is on full display in a 30-metre-wide portrait adorning the mall's outside wall along York Boulevard.

"He's an icon," said Scott McDonald, the artist who poured hours into capturing Golfi's larger-than-life confidence.

"I thought it would be funny because he's kind of everywhere."

Golfi is perhaps best known for his proliferation of bus and billboard ads across the city, a blown up photo of him with his arms stretched out wide, just like in the mural.

All around the Golfi portrait are over 4,300 square metres of vibrant street art by local and international artists, said McDonald, who organized the multi-year festival. More pieces will be added in the coming years to make it the largest mural in Canada.

A project of that size — to turn a boarded up, beige building into a massive canvas — costs roughly $250,000 for supplies, artists wages and accommodations, and other fees, McDonald said.

McDonald couldn't secure city funding, as its on private property, so he looked for in-kind donations and corporate sponsors, pitching the idea and portrait to Golfi, who "took a leap of faith" and signed on as presenting sponsor.

"This isn't just a portrait," McDonald said. "It's a gesture of thanks because he believed in my vision."

Some artists connected to the mural project shared their support of the portrait when McDonald posted about it online.

"Appreciative of all the work you put in Scott! Happy to be involved," wrote the Clear Eyes Collective, a group of three Hamilton-based artists.

"Creative way to approach and big ups your sponsor!! Looks killer," said Canadian-Chilean visual artist known as Shalak Attack.

For some passing by on York Boulevard earlier this week, the City Centre homage is too much.

"It's stupid," said Mackenzie Bowles, looking up at Golfi on Tuesday. "It doesn't technically fit the bill for an ad, but it's an ad."

"His arms being out — that's his signature," said Ben Forrest, another onlooker. "But I like the other art."

The city confirmed the Golfi portrait is not considered an ad, but rather art and noted it doesn't contain any logo, contact information or website for "the individual depicted."

"The large portrait ... is using the likeness of a notable local community member, the same likeness has frequently found its way into local culture in the form of memes, and short videos," said Peter Fortune, manager of placemaking public art and projects.

And after a review by the city, the bylaw department agrees, said Dan Smith, acting director.

In a news release last week, Golfi touted the entire mural project as more than "a painting on wall."

"It's about celebrating Hamilton, supporting its artists, and showing the next generation that their creativity has the power to shape our city's future," Golfi said.

McDonald said he's received backlash about adding Golfi to the wall but he doesn't regret it.

"They've never met him but they think he's a scoundrel," McDonald said. "I think he's a successful businessman because he's genuinely very nice."

Next year will bring more art to the area. A King Kong-like gorilla is planned for the old clock tower, McDonald said. He wants to transform the pedestrian bridge above York Boulevard into a crashing subway car. And what used to be the entranceway will have an interactive exhibit.

"We're putting Hamilton on the map as the street art capital of Canada," he said. "Everyone's talking about it."

And when City Centre is eventually torn down to make way for a condo development? That's part of his vision, too, he said.