Custom Plaster Mural Design and Artisan Wall Finishes for the Southeast’s Newest Historic Hotel: The Waymark Chattanooga

The Vision Behind the Custom Plaster Lobby

Most commercial finishes aim for seamless perfection: invisible seams, flawless surfaces, a finish so uniform it looks machine-made. But what happens when the vision calls for something entirely different? What if the imperfections, the fingerprints and handmade grit were intentional? 

The hotel industry is evolving. The days of cookie-cutter lobbies are gone. The Waymark Chattanooga wanted a one-of-a-kind custom finish designed to stop guests in their tracks. We had one goal: deliver on that promise and create a bold, unforgettable first impression for every guest who walks through the door. 

Working alongside Dutch East Design, we brought that vision to life with nearly 200 hand-cast plaster tiles. Each piece weighed between 20 and 25 pounds and carried the character of true old-world craftsmanship. Installed together, they form a monolithic mural that immediately anchors the space and captures attention the moment guests step inside.

When a Custom Design Meets Artisan Craftsmanship

Dutch East Design came to us with a rendering and a vision. No catalog products. No prefab solutions. Just a vision, and our job was to bring their vision to life!

We partnered with Aubrey Charnell, a Florentine-trained artist who studied classical sculpture and plaster casting in Italy. Over several weeks, Aubrey hand-cast each tile, one by one. Think about that for a second: nearly 200 individual pieces, each with its own character, each carrying the subtle variations that only human hands can create.

This is what separates true custom work from design-build paint-by-numbers. You need an artist who understands not just technique, but material memory. Plaster has a mind of its own. It cures differently based on humidity, temperature, even the pressure of your hand. Aubrey knows how to work with that unpredictability, not against it. 

The Value of Handmade Authenticity

Embracing Imperfection in Commercial Finishes

Here's where we diverged from standard practice. Normally, when you install any kind of tile or modular system, the goal is to make it look like one continuous piece. You caulk every seam. You fill every gap. You sand until it's homogenous. 

We did the opposite. 

We wanted you to see the stacked nature of the tiles. We wanted the raw plaster edges visible. We wanted you to catch the fingerprints, the subtle imperfections, the evidence of Aubrey's hands shaping each piece. That's not sloppiness: that's authenticity. That's the whole story. 

In a world of perfectly manufactured everything, there's something deeply compelling about work that shows its humanity. The imperfections aren't flaws. They're proof of craft.

Engineering the Impossible 

Structural Engineering for Heavy Plaster Installations

Of course, you can't just slap 200 heavy plaster tiles on drywall and call it a day. The structural engineering behind this had to be rock-solid. 

Our Installation Foundation:

• Two layers of 5/8-inch drywall

• Blocking behind on metal framing studs

• Level ledger at the bottom as starting point

• Load-bearing capacity designed for 20-25lb tiles

Step-by-Step Custom Plaster Tile Installation Process

The installation process was methodical:

• Back-buttered each tile for proper adhesion

• Drilled careful pilot holes to prevent cracking

• Secured with countersunk drywall screws for structural integrity

• Critical overnight cure - We let the first 7-8 feet on each side of the doorway cure overnight, giving the plaster adhesion time to develop strength and rigidity before loading more weight on top

• Custom cutting and pattern building to match the design vision

Finishing Screw Heads While Maintaining Texture

Every screw head had to be dealt with individually. We spot-primed each one with solvent-borne primer, then hand-rolled plaster over them. Once dry, we sanded each repair to mimic the raw texture of the surrounding tiles. The goal was integration without erasure—you shouldn't see the screw, but you should still see the handmade character of the surface.

The Finish That Honors the Craft 

Choosing the Right Paint for Custom Plaster Work

Choosing the right topcoat was critical. We needed something durable and cleanable for a high-traffic hotel lobby, but we couldn't sacrifice the visual texture.

Our Solution: Sherwin-Williams Duration Interior Matte 

The slight sheen is perfect for this custom interior: it doesn't hide the imperfections, it gently highlights them. You get that handmade feel, that tactile richness, but with the durability a customer-facing installation demands. Guests can touch it, lean near it, interact with it without the finish degrading. 

That's the balance we're always hunting: artistic integrity meets commercial durability. Beauty that can take a beating. 

Problem-Solving on the Fly 

Integrating Hardware Into Artistic Plaster Installations

No installation this complex goes exactly as planned. The curveball? The hotel needed to integrate keypad entry systems directly into the mural. You can't just surface-mount hardware on an art piece without destroying the aesthetic. 

Our Custom Solution:

• Carefully removed a section of plaster

• Custom-built an escutcheon plate from select poplar

• Drilled and mounted door hardware

• Returned plaster around it for monolithic integration

That's what separates a good crew from a great one. When complications arise, we don't compromise the vision. We solve the problem in a way that maintains–or even enhances–the original concept. 

Framing the Vision 

Custom Millwork for Hotel Lobby Design

Dutch East wanted a custom frame around the mural to give it that picture-in-a-lobby feel. We built it from select poplar, ripped down to a nominal 2x3-inch profile. After oil priming, we painted it to complement the plaster tones, using the same Duration Interior Matte we used on the tiles.

The frame doesn't compete with the mural–it elevates it. It signals to guests: this is art. This is intentional. This matters. 

The Team Behind the Work 

Collaborative Approach to Custom Commercial Projects

This project was a symphony of collaboration:

• Dieter at Dutch East Design brought the vision

• Aubrey Charnell brought the artistry

• Our crew brought the execution—the problem-solving, the precision, the relentless attention to detail that turns a concept into a physical reality

To everyone on the Dream Team who touched this project: you didn't just install a mural. You brought a piece of fine art into a commercial space and made it work. You honored the design, protected the craft, and delivered something that genuinely moves people.

Why Custom Plaster Work Matters

Beyond Standard Commercial Painting Contractors

Projects like this are why we do what we do. We're not interested in being just another contractor who shows up, paints walls, and leaves. We're here for the challenges that require real collaboration, real artistry, real grit.

When you need more than standard solutions:

• Designers with visions that don't exist in catalogs need partners who can translate concepts into reality

• Artists who create something fragile and beautiful need installers who treat it with respect

• Properties that want to make a statement need finishers who understand that details drive impact

Ready to Bring Your Vision to Life?

We finish what we start—not because it's easy, but because the vision demands it. If you're working on a project that needs more than standard solutions, let's talk. Whether it's historic restoration, custom plaster work, or finishes that push the boundaries of what's typical in commercial construction, we're ready to figure it out with you.

Contact us today and let's bring your vision to life—imperfections and all.