MURO CINCO

CREATIVE & STRATEGY DIRECTION BY MARIO CASTELLANOS

CASE

As part of the strategy to open up to a mass market, the challenge was to achieve this without losing the brand DNA. By opening a public space that promoted art, we were able to be present at all the mass concerts for a fraction of the budget it would have cost to be inside the venue.

IDEA

The idea was to create an open-air gallery where different artists intervened in the space, shaping their work. Located in one of the most essential transit routes of Mexico City, this project was the recovery of the public space with the support of the local government.

The place is strategic since it is located at the gateway to the venue where massive musical events are held in Mexico, giving millions of visual impacts to all visitors for two years.

We live in a time where everything around us can become disposable. It seems that the only lasting emotions are indifference and suffocation of not feeling a change in our environment.

In reaction to this negative feeling, the concern arises to take important spaces and make them inclusive where the message reaches everyone and is clear “become aware that change is in you”.

Through different forms of artistic expression, collective interests converge to bring about a resurgence of unique conscious identities. Convey the importance of retaking the historical sense and that a positive social impact will be imprinted in every action.

The revolution that we hope begins in our minds, communicates in the street, is expressed on the walls and flourishes in societies.

“The future is built in the present time”.

CONTENT

We had 5 interventions, all of them with a video recap.

MUROCINCO I - DAVID JARAMILLO / DHEAR / NEUZZ

DAVID JARAMILLO

October 2013 to present, produced a photography book and documentary about biodiversity richness and the environmental and social problems that are endangering the ancient ecosystem of the valley of Cuatro Ciénegas Coahuila due to the massive extraction of water by alfalfa farmers.

DHEAR

DHEAR ONE began his career as a graffiti artist and eventually became an illustrator and muralist, dedicated to being a full-time urban artist. However, he always had a fascination for prehistoric, dinosaurs and everything related to biology.

NEUZZ

Miguel Mejía, best known in the street art scene as Neuzz, is a Mexican designer, painter, and illustrator considered one of the greatest Latin American urban art exponents. However, the Mexican roots of Mejía are always present in his work, which has been exhibited, published and reviewed internationally.

MUROCINCO II - CANCER / CIX / RAUL ARIAS

CANCER

Cancer is one of the most prolific artists in Mexico City. With clear inspiration from pop culture and Japanese cartoons, this graffiti artist has made himself known in the country.

CIX

His mother is Zapotec, and his father is Chinanteco, Cix is an urban artist part of the old graffiti-mural guard in Mexico in the late ’90s. Since then, he has experimented with painting, sculpture, illustration and digital art, among others. Its style is recognized by its colorful range and the use of fluorescent, in addition to a great distortion in its characters.

RAUL URIAS

MUROCINCO III - MARTHA COOPER / ZORE

MARTHA COOPER

Martha Cooper is an American photojournalist born in the 1940s in Baltimore, Maryland. She worked as a staff photographer for the New York Post during the 1970s. She is best known for documenting the New York City graffiti scene of the 1970s and 1980s.

ZORE

Born in 1970 and raised in the city of Chicago. Graffiti Writer “ZORE” Mario Gonzalez Jr. has witnessed the beautiful murals and the vast dead land of inner-city decay while playing as a child under bridges and abandoned buildings from Lincoln Park to South Chicago steel mills.

MUROCINCO IV - MARKO 93 / REVOST / RENAT

MARKO 93

Marko93 grew up in Saint-Denis, a historical, intensely working-class suburb North of Paris. It was here where he laid down his first strokes. In the late 1980s, the Hip Hop movement emerged onto the scene and rapidly laid roots in big cities and suburbs. As a result, Marko embraced graffiti as his means of expression.

REVOST

The work of REVOST has evolved over the years. From painting characters in black and white to make pints of fictional characters based on mythology. His work was clearly influenced by underground illustrations from the 70s and 80s, in addition to the clean and solid style of the classic tattoo.

RENAT

Out of the city’s streets, RENAT is an old-style graffiti artist who also works as a tattoo artist.

MUROCINCO V - SWER / MEHUS / ARTURO ORTEGA

SWER

A great writer SWER 1810 EYOS CREW handles excellent quality, cleanliness and is an icon in the Mexican graffiti scene and is highly respected in the Californian scene, being the first Mexican to appear in an American video in the early 2000s.