Past Projects

38 issues of an interactive contemporary art magazine app were published. As the director, I curated the main subject for each edition, conducted artist research, authored articles, conducted interviews, and oversaw proofreading and editing. Additionally, I managed social media profiles, handled public relations, facilitated sales, and designed merchandise. Our magazine gained recognition and was invited to participate in prestigious art fairs worldwide, including ArtBasel, ArtBasel Miami Beach, ARCOmadrid, Zona MACO, ArteBA, ARTBO, as well as alternative events like Odeón and La Otra in Bogotá, and FAMA in Monterrey. We also featured portfolios by renowned artists such as Olafur Eliasson, Santiago Sierra, Janet Echelman, teamLab, Patricia Piccinini, Beatriz González, María José Arjona, Urs Fischer, Andres Serrano, Alfredo Jaar, Björn Melhus, Stelarc, Eduardo Kac, Theo Jansen, Jaume Plensa, Carolina Caycedo, and Nick Cave, among others, solidifying our impact in the contemporary art scene.

LARSCHOOL is a project started in 2015 in collaboration with Gonzalo Ortega, the chief curator of the Museum of Contemporary Art (MARCO) in Monterrey at the time. This initiative arose as a response to the evident lack of cohesion within the local art scene in Monterrey, Mexico. As a specialist in the field, I realized that there were different groups of artists and promoters seemingly isolated from one another, groups who actually had a lot in common. The problem was that there were no other places where one could learn the things that universities usually don't teach; the construction of portfolio, curatorship, navigation of the art market, etc. LARSCHOOL began offering three-month courses, later becoming a platform for debate, promotion, and collaborative networking. I hosted ArtistTalks, meetups, and even a small market showcasing side works and projects from the same artists that were part of the community.

"Artist Portfolio: A Key Tool for Successful Promotion" is a book I authored for the PUNTAL collection by the Javier Marín Foundation. Renowned artist Felipe Ehremberg penned the foreword, and Sara Shulz served as the editor.

This publication is part of a series of manuals focusing on practical art-related topics. Essentially, the content provides guidance on creating an effective artist portfolio to serve as a self-promotional tool. It offers practical advice on photographing artwork, efficiently categorizing pieces, crafting a compelling artist statement, and concludes with a list of dos and don'ts for public relations.

On behalf of the CONARTE arts union, I was tasked with designing a professionalization program aimed at connecting exceptional local artists. The program was structured into two main stages. The initial phase focused on professional development, wherein the selected artists were categorized into four disciplines: Two-dimensional, Three-dimensional and Intervention, New Media, and Social Integration Projects. Each discipline was assigned a local tutor, along with an additional international tutor. The artists participated in both group and personalized meetings, culminating in a comprehensive feedback session with myself.
 

Following the completion of this stage, artists were required to periodically present their progress until they were deemed ready for the second phase: Networking. To facilitate this stage, I extended invitations to a panel of esteemed international experts to evaluate the artists' portfolios

Artworks was founded in 2020, at the beginning of the pandemic. As people could no longer go out to see exhibitions, I teamed up with an interior designer to offer a catalog in which different artistic works were simulated through virtual mock-ups inside amazing residential spaces. The unique selling point of this project was that some of these pieces had not been produced or framed in the dimensions shown in the images, and yet we enabled people to visualize them. This allowed up-and-coming artists to produce their pieces for a down payment, and allowed collectors to acquire incredible pieces from artists who were still developing their careers.

LivingArtRoom was born in 2006 when social media was in its infancy, and having a website was an expensive technology that artists generally did not have access to.

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LivingArtRoom was a platform where the comprehensive portfolios of various artists were displayed with the aim of presenting them to galleries and curators. It started in Colombia with locally recognized artists, and would later grow in Mexico by showcasing a good number of emerging artists. The premise of this project was to demonstrate that the conceptual and technical level of the artists does not lie in how long they have been working, but in the quality of their proposals.

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This project, largely supported by social media and technological resources, began to gain a lot of momentum and generate links between the artists themselves, creating a community. Later projects such as LARtv; LARMAGAZINE; LARSCHOOL; LARStore and LAR-LOCAL spun off from LivingArtRoom

SNAP Nuevo Sur was a two-part project. The main goal was to make something that would appeal to people interested in art, architecture, photography, design and related disciplines while also boosting social media rankings for this real estate development. The first part consisted of launching the contest, for which we invited a photographer to take portraits of passersby and then change the background to famous landmarks, such as the  ̈Welcome to Las Vegas ̈ sign, the Eiffel Tower, the Leaning Tower of Pisa, etc. We then uploaded the photos to Nuevo Sur's Instagram profile so people would have to go, click, and like them in order to see the portraits.

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Artists who wanted to submit and participate in the contest had to register and share their short videos and images on Instagram using hashtags, liking and sharing. In the end there were substantial prizes. The winners were selected by a jury made up of top professionals. There was also a public choice award for which the public had to enter on a separate platform and vote for their favorites. The most voted and the winners were displayed on panels along the main street of Nuevo Sur.