Portfolio

Latest project to share with you!

CASE STUDY: DISCOVER THE ART + SCIENCE OF HOW I WORK

I’m honored to share my latest collaboration. Working hand-in-hand with the amazing Carmen Zella and Chelsea Herman of NOW Art LA, I co-created and led brand strategy and messaging, marketing, PR, experiential activation including conception of interactive map and QR Code experience with special audio messages from the artists, merchandise, and community engagement that resulted in phenomenal turnout and increased foot traffic and sales for local businesses.

Curated by NOW Art Foundation, LUMINEX LA exhibited six internationally acclaimed Los Angeles artists; and was supported by a collective of community sponsors: Panasonic, Hawke Media, South Park Business Improvement District, JB3D, Central City Association of Los Angeles, City of Los Angeles Council District 14, Arup Engineering, 801 Tower, Cutler Enterprises, Show Imaging, Inc. & Building Bridges Art Exchange. Incredible photography and drone footage by Koury Angelo.

LUMINEX VOTED TIMEOUT LA’s 2021 BEST CITY FESTIVAL!

Testimonials

“Blown away by NOW Art’s LUMINEX.” ~Joey C

“LUMINEX! So great to see LA coming back to life.” ~Superhero Latina

“Last night was 🔥🔥” ~Cecilia

“Dialogues of light!! This was absolutely incredible. I love how much we got to play.” ~Araceli D

“Outstanding, socially distanced art activation of DTLA.” ~Osceola R

“Can’t wait for the next one!” ~Janna C

“I love you LA! 🔥🔥” ~Nicole E

The Recap

The first-ever LUMINEX: Dialogues of Light, an outdoor digital public art exhibition, transformed a five-block radius of the South Park district of DTLA on April 10, 2021, for one night only.

Presented at a pivotal moment (as the transition out of the pandemic began), LUMINEX LA safely welcomed 15,000 attendees. More than 13,200 people utilized the LUMINEX interactive map for this self-guided, walkable exhibition. Nearly 400 joined from around the world via livestream. Local businesses and buildings were personally invited and saw increased foot traffic and sales. And 80,000 logged onto www.luminexla.com.

“Nancy Baker Cahill was hypnotizing the crowd at one of tonight’s LUMINEX sites.” ~Shana Nys Dambrot

Curated by Carmen Zella, Founder & Director of NOW Art Foundation, LUMINEX LA exhibited six internationally acclaimed Los Angeles artists: Refik Anadol, Nancy Baker Cahill, Sarah Rara, Carole Kim, Luciana Abait, and Akiko Yamashita. These artists pulled forward their innate talent and mind-blowing digital artworks; and more so their deep sense of humanity and commitment to making a difference in people’s lives.

“We didn’t know what to expect. Would people show up?” expressed Carmen Zella. “We just all believe(d) in the healing power of art and I felt a personal responsibility to create this space for these local artists to give back to the community – at a time when we all needed it most.”

“First time going out to see public art in over a year and I cried.” ~K

Each local artist projected a different story or “dialogue of light” relevant to the landscape of the past year: voids and shattering realities, inclusion and diversity, the healing nature of water, sustainability and our environmental future, and local-global interconnectedness.

“Agua” was my favorite. Imagine having an actual waterfall in the middle of the city!!” ~Whogioh

Designed as a site-specific video art experience, LUMINEX LA projected upon six architecturally distinct walls; some historic buildings, some newer, all juxtaposed against the immense LA skyline. Shedding light on the magic of our City.

The installations featured one-of-a-kind digital art from each artist, distinct audio (ranging from the LA Philharmonic to custom compositions to sounds of water from around the world), live performances, augmented reality, multi-channel video art, and immersive experiences. A masterpiece in many ways.

Watch LUMINEX LA 30-second Video >>

“Getting DIGITAL in downtown! An epic time exploring art in digital form for LUMINEX LA!” ~Angela

Powered by elite Panasonic projectors and audio amplified by Show Imaging, Inc., this technology marvel required custom calculations to ensure top resolution, clarity and brightness that matched the quality of the artwork. Massive scaffoldings and forklifts made it possible to project across huge parking lots and walls scaling more than a hundred plus feet wide and nearly a hundred feet tall in some cases. The intersection of technology and art.

A collective of community sponsors made this premier possible. For this, we are grateful.

LUMINEX LA is the first of many. This project can be applied to urban environments in cities around the world. Contact NOW Art Foundation to explore ways to bring LUMINEX to your city!

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NOW Art LA is a leading and globally recognized Los Angeles-based Public Art Agency that curates accessible public artworks in cities across the country. NOW Art LA collaborates with civic entities, private developers, artists, cultural organizations and corporations. The only organization with a Non-Profit division focused on community-based projects, their award winning portfolio includes projects that inspire people and promote cultural understanding. Be sure to follow @nowart_la and sign-up for their newsletter to learn about future public art activations.