Furia is the project of the talented artist/creative Guillermo Tragant. Furia has already worked for clients such as Nike, Levis, Coca Cola and much more. The formula: a mix of creativity, experimentation, world travelling, and the urban-pop culture. In this interview you can discover the viewpoints of his mentor.
Please introduce Furia.
Furia is a design-and-thought studio aimed at making incredible new fun things that arouse emotions in people; several brands and clients who share this vision seek us to provide our talent to their businesses.
How did the idea of Furia come up? What ideal were you looking for?
Furia emerges from the search for a new creative space determined to create a more experimental and artistic language for the business demand.
Could you tell us about history of Furia?
Furia began in 2007. After almost 9 years travelling around the world working for different brands in Europe and the USA, such as Benetton, Colors, Rolling Stone, MTV, Shakira, Kenneth Cole, Coca Cola, etc, I came back to Buenos Aires to open my own design studio and put together a multidisciplinary team willing to create new ideas and ways to communicate.
Tobogán para Nike Dunk
Brief history of your career as an artist.
I have always drawn, ever since I was a boy, and then I have experimented with photography and painting. I use art to manipulate the business side and vice versa. I have always been interested in the dynamism between the creation and the emotional scale of ideas. I am interested in making people feel moved and in telling a story in every work of art, always with a strong visual content and a concept lying behind.
Do you define yourself as an artist?
I feel weird (laughs). I feel original and unique with a personality and a consistent language that has developed as time went by. I want to say things for everyone to hear. I like blending the massive part of business with that more personal, authorship and manual quality art has. I believe definitions are more for the others than for oneself, but if I had to choose one, I choose artist – no hesitation there-; an artist who adapts to different formats and stages. I relate a lot with characters like Andy Warhol, Hiroshi Fujiwara, Philippe Stark or Marc Jacobs, who are modern artists, designers and thinkers in their own personal ways… I think that creative people nowadays handle different levels and interpretation languages and that ideas can take any form either in the business plane or the merely conceptual or visual one. We live in a pop-renaissance period.
From the collection Levis by Furia
Description of at least 3 of your present/future projects.
I am working on several different projects, on the one hand as a curator and artist in an exhibition and on a book about the 48 neighbourhoods in the City of Buenos Aires, summoned by the City Council; on the other hand, we have just designed a line of clothing with Levi’s, called Levi’s by Furia, it is our second author collection with Levi’s, it is very modern and sophisticated and will be sold in Latin America; I am also working with Coca-Cola on a project for the Soccer World Cup 2010.
Which/who are your influences? (in art, fashion, music, design)
I have several, and rather varied, from Michael Jackson, Oliviero Toscani, Andy Warhol, Bruce Weber, Ralph Lauren, Calvin Klein, Madonna…
Which is your favourite city?
Two words to define Furia’s spirit.
Two words to define Guillermo Tragant’s spirit.
Text: Celeste Najt