As part of Heineken USA's ongoing commitment to local Latino artists and musicians, Heineken commissioned twenty-two Latino artists from New York City, Miami and Los Angeles to design culturally-rich murals and art pieces for a variety of social venues in each city. The art installations will be unveiled this summer commencing with two murals and local exhibits in the Bronx and Washington Heights later this month. The reveal of local art installations in Los Angeles and Miami will follow in July and August respectively.
For almost a decade, Heineken has been supporting established and emerging Hispanic artists across the country through its Mural Art Series, a program that commissions local artists to create culturally relevant murals in Hispanic neighborhoods across the U.S. These murals have become cultural landmarks in each community and have given the artists the opportunity to showcase their works for millions to see.
This year, in addition to commissioning the muralists, Heineken has engaged other artists in each community to create branded signs that will hang in restaurants, bars and lounges in the area.
Heineken selected these artists because they reflect the essence of the brand's new Hispanic platform, "Demuestra Qui?®n Eres."
"The Heineken Murals Art Series was developed to support and celebrate local Latino artists while bringing culturally-relevant art to Hispanic neighborhoods," said Shane Hoyne, Senior Brand Director at Heineken USA. "We're very happy to continue this initiative, and to extend its reach to over twenty, very talented, authentic Latino artists who are innovators in the world of art. These individuals have 'shown who they are' through their artwork, and they are great examples of what Demuestra Quien Eres is all about."
This week, Heineken Light unveiled art installations designed by local Latino artists at select venues in Downtown LA as part of its Heineken Murals Art Series. Dozens of Angelanos were invited for a special reveal of the art pieces created by artists, Omar Ramirez, Oscar Magallanes and muralist, Paul Botello. The Heineken mural created by Paul Botello (detail pictured) will be located on 4th Street and Broadway in Downtown LA and is expected to be completed next week.
2009 Latino Artists Participating in the Los Angeles Installations:
Paul Botello is a third generation Mexican, born and raised in East Los Angeles. He received his BFA and MFA from California State University. Paul served as visiting professor at Pitzer College, teaching the art of mural painting. Besides adorning buildings throughout East Los Angeles and southern California, his works are held in the permanent collections of the Hammer Museum and the Laguna Art Museum.
Oscar Magallanes is a Los Angeles based Mexican artist. His artwork is heavily influenced by his Mexican cultural, his upbringing, and various social elements. In 2007, Oscar, along with other renowned artists founded the design firm, Arango Designs. Currently, Oscar is the Chair of the Ryman Arts Alumni Association and Alumni Representative on the Board of Directors as well as a board member for Self Help Graphics and Art.
Omar Ramirez is a Mexican artist residing in Los Angles. His artistic vision of muralist and visual art stems from a deep appreciation of sacred space and a fascination with public art. He studied in the University of California. He is the co-founder and instructor for the East Palo Alto Mural Arts Project. Omar's art is a part of the permanent collection of the Museo Cuevas in Mexico City, as well as numerous murals nationwide.