NOW Art: A 360-Degree Creative Agency for Public Art Initiatives

NOW Art is a specialized 360-degree creative art agency based in Los Angeles that operates as an incubator and catalyst for public art initiatives. Founded and led by Owner and Chief Curator Carmen Zella, the organization is dedicated to the democratization of art, believing that creative expression should be accessible to everyone and serves as a vital component of urban life. The agency provides a comprehensive suite of services including art consultation, curation, production, integrated design, and community activations. A core mission of NOW Art is to foster dialogue and cultural representation through large-scale projects such as the LUMINEX digital art series and the nationwide Walmart Community Murals Program, which has resulted in thousands of site-specific installations across the United States. By partnering with cities, developers, and business improvement districts, the agency oversees every aspect of the artistic process—from initial artist sourcing and conceptual curation to permitting, fabrication, and final installation. Beyond its commercial work, NOW Art extends its impact through the NXT Art Foundation, a nonprofit arm focused on experimental public art and equity-driven initiatives. The team, composed of experts in project management, artist relations, and creative direction, works collaboratively to ensure each installation reflects the unique cultural identity of its community. Through murals, sculptures, and interactive digital works, NOW Art continues to redefine how public spaces are experienced and valued.