In recent years, street art has emerged into iconic and influential messaging as paint and concrete increasingly compete with paper and computer screens. Though much of modern street art falls short on delivering tangible consumer goods, it undoubtedly capitalizes on the consumer psyche. At the very least, dominating consumer attention.

There is subconscious branding taking place in street art, merely based on the location of the art (city, neighborhood, street, building, wall), in addition to the visual piece itself. How will marketers and ad gurus tune into this medium, and when will street art morph into recognizable advertising?

To kick things off, Vespa’s “Squareheads” is a running campaign with street art imagery of hipsters sporting square heads, a play on the signature vintage square mirrors adorning the scooter. Note to viewer, nowhere on these displays do you read a single Vespa label.

Shedding light on current street art campaigns: London’s Tate Museum wall art from a group of global masters; Berlin’s Urban Affairs booming street art festival; And the Bay Area’s very own eclectic modern street art pieces from 2004, Emeryville Utility Box Art. Each of these exhibitions display pieces to what modern advertising could potentially amount.