Exploring Life & Business with Filip Kuduz of Walifornia Murals

Today we’d like to introduce you to Filip Kuduz.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My journey with wall murals began in Europe in 2017, where I worked on every part of the process—from creating the designs to producing the wallpaper and installing it myself. I learned by doing, and what started as a creative interest quickly became a passion. There is something special about seeing an idea become part of a space and watching how it changes the feeling of an entire room.

In 2022, the idea for Walifornia began to take shape in California. Los Angeles felt like an inspiring place to bring my experience and build something new. The architecture, the talented interior designers, and the diversity of people and ideas made me excited about the possibilities. That’s where the name Walifornia came from: a combination of “wall” and “California,” connecting my craft with the place where I wanted to grow.

I started with small projects and gradually built the business. Being involved in every stage helped me understand how closely design, materials, and installation depend on one another. That became the foundation of Walifornia Murals: bringing custom design, production, and installation together, guiding each project from the first idea to the finished wall.

Today, we work on residential and commercial projects throughout Greater Los Angeles. Everything is tailored to the space—from the dimensions and image scale to the colors and material. We offer renter-friendly peel-and-stick options as well as high-quality traditional wallpaper, with a collection of more than 500 of our own designs. We can also turn a client’s photograph, whether taken professionally or on a phone, into a custom mural when the image quality allows.

Collaboration is a big part of what I enjoy. We welcome opportunities to work with interior designers on custom solutions and with artists who want to bring their work into a new format. We enjoy creative challenges, experimenting with colors, and finding ways to make a design feel right for a particular space.

Looking ahead, I want to grow Walifornia into a recognized brand that people turn to when they want something special for their walls—whether that’s custom wallpaper, a mural, a canvas print, or fine art photography. My vision is to build a creative workshop that brings interior designers, graphic designers, artists, and high-quality production together under one roof. A place where we can share ideas, explore materials, and create beautiful wall art.

That is the future I’m working toward: building a brand known for its creativity, craftsmanship, and personal approach, with the same passion that got me started in 2017.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road. Coming from Europe to California felt like entering a completely different world. I brought experience and a passion for the work, but I had to learn how to apply that experience in a new market—with a different language, different client expectations, new suppliers, and unfamiliar materials. Finding and testing materials took time because I wanted to feel confident in what I was offering.

One of the hardest parts has been balancing the business with making a living. There were periods when I worked two jobs and then came home to keep working on Walifornia—developing designs, answering inquiries, and planning the next steps. I have high expectations of myself, so it could be frustrating when the progress didn’t match the effort I was putting in.

There have been discouraging moments, and building something of your own can feel lonely. You carry the vision, but you also carry the uncertainty and the responsibility of figuring things out. Another challenge has been finding the right people to build with—people who believe in the idea, care about the details, and enjoy the work as much as I do.

I’m still learning, but this experience has taught me patience and the importance of having good people around me. What keeps me moving forward is the work itself: creating something, seeing it come to life in a space, and knowing that the effort meant something to the client. That’s what makes me want to keep building Walifornia, even through the difficult parts.

We’ve been impressed with Walifornia Murals, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?

Walifornia Murals specializes in custom wallpaper and printed wall murals for residential and commercial spaces throughout Greater Los Angeles. What sets us apart is our three-in-one approach: design, production, and installation. We bring those services together so clients have a creative partner who understands the entire process, from the first conversation to the finished wall.

For us, customization goes beyond getting the dimensions right. It means considering the colors, image placement, scale, lighting, and how the design works with the rest of the space. Because we understand both production and installation, we can think through practical details while developing the artwork. That connection helps us carry the client’s vision through every stage.

My perspective comes from being a graphic designer with a background in architectural studies at a technical school in Belgrade, Serbia. I also have a strong interest in industrial design. I’ve always been fascinated by how visual choices affect our everyday experiences—how a color can bring calm, how an image can spark curiosity, or how a thoughtful detail can make a room feel personal. That thinking guides the work we do at Walifornia.

We enjoy collaborating with homeowners, business owners, interior designers, and artists. Some people come to us with a clear concept; others have only a photograph, a favorite color, or a feeling they want to create. We help develop that starting point into a design that belongs in their space. We welcome creative challenges and enjoy experimenting with colors and compositions to find the right solution.

What I’m most proud of is the personal attention behind the work. Having been involved in every part of this craft myself, I care about the small decisions that shape the final result. Seeing a client connect with their finished space is the most rewarding part.

I want readers to know that Walifornia is a place where they can bring their ideas and explore what’s possible. As we grow, my vision is to build a recognized creative brand with a workshop that brings designers, artists, and quality production together under one roof. Whether we’re creating a mural today or expanding into other forms of wall art in the future, the purpose is the same: to make art part of everyday spaces in a meaningful, personal way.

Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
My advice is to start with what you have, stay curious, and give yourself time to grow. You don’t need every detail figured out before taking the first step. Small projects help you learn, build confidence, and discover what kind of business you want to create.

Something I wish I had understood earlier is that knowing your craft and running a business are different skills. Learn your costs, communicate your value, ask questions, and keep improving. Be patient with progress, but be willing to change your approach when something isn’t working.

Be thoughtful about the people you build with, too. I believe in energy—in how people make you feel, how they communicate, and whether their actions support the vision you’re working toward. You don’t have to agree on everything, but shared values, mutual respect, and enthusiasm matter. If a working relationship consistently drains you or takes you away from your goals, be willing to step away. Choosing the right people deserves as much care as choosing the next opportunity.

I’m still learning these lessons myself. Keep your standards high, trust your instincts, and put your time into the work and relationships you believe in.

Pricing:

• Premium self-adhesive texture Canvas/Sand/Linen 7$ pre square foot
• Premium Fabric paste 8$ per square foot
• Traditional Fabric paste 9$ per square foot

Contact Info:

• Website: https://www.waliforniamurals.com
• Instagram: https://www.instagram.com/walifornia_wallmurals?igshid=YmMyMTA2M2Y%3D
• Facebook: https://www.facebook.com/waliforniawallmurals/
• Yelp: https://www.yelp.com/biz/walifornia-murals-los-angeles
• Other: https://waliforniamurals.com/wp-content/uploads/2026/04/Tropical-wallpapers-1.pdf

Image Credits
Walifornia Murals