While the digital medium has faced skepticism within traditional art circles, Pantone's innovative approach challenges preconceived notions, highlighting the evolving landscape of artistic expression in our current era.
To enhance the immersive experience, Gochez was present at the exhibition, engaging with attendees through photography and conversations, shedding light on her integral role in bringing the project to life. The collaboration between Pantone and Don Julio was a nice addition to the week, showcasing how the digital realm can breathe new life into traditional art forms, ultimately bridging the gap between the old and the contemporary.
Over the weekend, we caught up with Pantone to delve into the details of how the project came about.
So what intrigued you about merging kinetic art with a tequila brand?
Mexican culture has influenced so many aspects of the art world and beyond, so I was thrilled to partner with Tequila Don Julio to invite guests to celebrate modern Mexico through new visual mediums that celebrate the country's heart and soul — paying homage to its people, culture, and landscape — in a truly unprecedented way. I was deeply inspired by Tequila Don Julio’s latest creation “Por Amor” (For Love) which is a bold and vibrant "Love Letter to Mexico."
Through kinetic art and digital expression, I was able to bring their new visual world to life and guide attendees on an immersive journey into the vibrant heartbeat of modern Mexico that I’m thrilled for everyone to finally see in Miami.
How did you translate the concept of the love letter into your artistic practice, especially considering it was Don Julio's brainchild?
I pulled inspiration from the incredible visuals that have played a pivotal role in this campaign to authentically tell the story of Mexican people and their culture through a creative lens. This exhibition reimagines this story through new mediums and experiences that invite viewers to perceive and appreciate the profound significance of capturing a nation's soul and elevating it onto a global stage.
How was working with Thalia Gochez? Tell us about how it all came together.
It was an honor to work with Thalia Gochez, a Mexican-American photographer who captured beautiful visuals for the "Por Amor" campaign that represent the magnificent culture of Mexico. These images take a new form in the exhibit as I incorporated them into an interactive sculpture that guests are encouraged to connect with. Participants are encouraged to become integral parts of the living art.
Can you elaborate on how you designed the exhibition to achieve this element?
There are two key elements: one is the immersive projection mapping experience that surrounds the spectators. The other is the Chromadynamica sculpture that integrates the Thalia Gochez photographs. The guests are encouraged to walk, sit, have a drink, or simply hang out on it.
What do you hope attendees take away and think about?
I want them to experience the art, and connect with my idea of dynamism, but also take a breather from all the art fairs, sip on Tequila Don Julio, and enjoy art in a relaxed environment.
Was it always the plan to have her photograph attendees?
Yes. It was an honor to have Thalia Gochez capture the event with the same touch that she captures the essence of Mexico.
The collision of an analog past and digitized future is a recurring theme in your work. How do you navigate this intersection, especially in the context of Art Basel when the art world has historically had a bit of an aversion to the shift?
The digital age is here. The art world doesn’t necessarily need to embrace it in a literal way, having art fairs only display art that only lives on the internet such as NFT, but it’s a good idea to keep an open mind, and to use new technologies to keep art and creativity moving forward. That’s why I feel that my work sits in the middle of those two concepts.
Are there any other exhibitions you suggest people check out if they liked this one?
Art Basel, Design Miami, Untitled, Nada, Rubell Museum, Superblue.
