by Jorge Perezchica
portrait by Brelinda
When the world came to a standstill in 2020, many faced uncertainty — but for Alyssa Luna, aka ItsLunaVisuals, it marked a new beginning. “ItsLunaVisuals began during the pandemic, after I was laid off,” she recalls. “It was a tough time but reignited my creative side.” Since then, Luna has embraced her path as a self-taught artist. “COVID brought out a lot of good in me. If I hadn’t picked up a brush then, I don’t know if I’d be where I am today.”
As a child, Luna was always sketching, though sports later took center stage. When the pandemic hit, she picked up a paintbrush for the first time in nearly eight years and fell “instantly back in love with creating.” She began sharing her art on Instagram and, after receiving overwhelming support, launched ItsLunaVisuals as a separate page. “Over time, that hobby grew into a full-blown creative journey. Five years later, we’re still here, continuing to grow and evolve.”
Luna’s creativity extends beyond the canvas. Before painting took off, she founded Luna Streetwear in 2018 after working for a screen-printing company. “I learned the ins and outs of building a streetwear brand,” she explains. “Eventually, I bought my first screen-printing machine and started printing designs in my grandma’s backyard. That’s where it all began.”
Her passion for community-based creativity came full circle when she began hosting paint nights in 2023. “My first paint night was for kids — over 100 of them, so stressful for a first-timer,” she laughs. “But I loved it. From there, private nights, collaborations, and creative events grew from that one experience.”
That same drive led to her latest venture, Canvas Palm Springs — a creative studio and cultural hub that opened this past summer. “After years of hosting events elsewhere, I realized it was time for a home of my own,” she says. “A space built intentionally for art, community, and creative freedom.”
Her Latin heritage has deeply shaped her identity. “The Coachella Valley has had a huge impact on my perspective as a Latina artist,” Luna shares. “The desert has such a unique energy — vibrant, diverse, and full of culture, yet calm and grounding. Representation has always been important to me. I didn’t always see artists who looked like me growing up, so I aim to showcase my culture and create spaces where others feel seen. The Valley’s hardworking creatives and small businesses shaped my approach — keeping it authentic, community-driven, and full of soul.”
What connects all of Luna’s work — from murals and custom sneakers to screen-printed hoodies — is “expression and storytelling,” she says. “No matter what I’m creating, it’s about bringing a vision to life and leaving a piece of myself in the work. At the core, it’s about inspiring people, creating connections, and showing that art doesn’t have to fit into one box.”
From paint nights to pop-ups blending art, music, and fashion, Canvas has become “a place where creativity builds community.” Luna calls it “more than a studio, a vibe — a safe space where creativity, community, and culture come together. When people walk in, I want them to feel inspired and free to be themselves.”
Balancing art with entrepreneurship hasn’t always been easy. “In the beginning, I had no blueprint — no guide on pricing, marketing, or managing the business,” she admits. “Structure doesn’t limit creativity — it gives it room to grow.”
Looking ahead, she sees the Coachella Valley entering a new wave of creativity. “I think the connection between art, music, and fashion is only going to grow stronger in 2025 and beyond. Artists are painting on clothes, musicians are collaborating with visual artists for live experiences, and fashion designers are using art as storytelling. It’s all blending into one expressive culture. I see immersive experiences ahead where people don’t just watch or wear art, they live it. Pop-ups, concerts, and events are becoming creative playgrounds that merge sound, visuals, and style. The future of creativity is collaboration, and when art, music, and fashion collide, it creates moments that move people — the kind of energy leading the next generation of creatives.”
GRAND OPENING — Photo Gallery
Follow: @itslunavisuals / @canvas.ps
Website: www.canvaspalmsprings.com