Big Family

The Luggage Store has been a cornerstone of San Francisco's Tenderloin arts community for decades, turning its building exteriors into canvases that speak to the neighborhood's resilience and creativity. In 2021, Hoist Media produced Big Family — a large-scale mural covering the full exterior of the gallery's building on Market Street, adding a new chapter to the Tenderloin's visual identity.

Production required suspended scaffolding that gave Hoist's crew access to the full height of the multi-story exterior. The team worked from the top down, section by section, in a process that demanded precise coordination across multiple levels and changing sight lines. The scale only becomes fully apparent from the air — drone footage from the shoot captures the mural stretching skyward above the surrounding roofline.

At street level and from above, Big Family holds its own against San Francisco's visual density. The Tenderloin is one of the city's most layered neighborhoods, and landing a mural that reads at human scale and aerial altitude alike is a production challenge as much as a creative one. Hoist handled both. The finished wall is now a fixture of the block — a reminder that the Tenderloin's culture is too big to be overlooked.