A massive and recognizable grin now welcomes passersby in downtown Hamilton’s deserted City Centre.
Rob Golfi, a local real estate agent, is prominently featured in a 30-meter-wide portrait displayed on the mall’s exterior wall along York Boulevard. Described as an icon, Golfi’s larger-than-life confidence was meticulously captured by artist Scott McDonald, who dedicated extensive time to the artwork.
The idea behind the portrait stemmed from Golfi’s widespread advertising presence in Hamilton, with his image prominently displayed on city buses and billboards, mirroring the posture depicted in the mural.
Surrounding Golfi’s portrait are more than 4,300 square meters of vibrant street art created by both local and international artists as part of a multi-year festival organized by McDonald. Plans are in place to expand the mural collection, aiming to make it the largest in Canada.
The mural project, which transformed a boarded-up building into an expansive artistic canvas, required approximately $250,000 for supplies, artist compensation, accommodations, and other expenses. As city funding was unavailable due to the private property location, McDonald sought in-kind donations and corporate sponsors. Golfi, impressed by the vision, became the presenting sponsor, viewing the mural as a gesture of appreciation for McDonald’s creativity.
Several artists involved in the project expressed support for the portrait online, acknowledging McDonald’s dedication. Public reactions to the City Centre portrait varied, with some finding it excessive while others praised the artistic elements surrounding Golfi’s image.
City officials clarified that the Golfi portrait is classified as art rather than advertising, as it lacks logos, contact details, or any promotional information related to the individual depicted. The city’s review, supported by the bylaw department, confirmed this classification.
In a recent statement, Golfi emphasized the mural project’s broader significance beyond mere wall paintings, highlighting its role in celebrating Hamilton, supporting local artists, and inspiring future creativity within the city.
Despite facing criticism for including Golfi in the mural, McDonald stands by his decision, emphasizing Golfi’s positive qualities as a businessman. Future plans for the area include additional artworks such as a gorilla sculpture resembling King Kong on the old clock tower and an interactive exhibit at the former entranceway, aiming to establish Hamilton as Canada’s street art capital.
McDonald envisions the eventual demolition of City Centre to pave the way for condo development as part of the ongoing transformation and artistic revitalization of the area.