The first class of theBachelor’s Degree in Design, Art, and Technology was welcomed with an open class from the Digital Art Workshop 2, where they enjoyed an audiovisual concert presented by artists Doménica Pioli and Ino Guridi and instructor Fabián Barros.
The event, organized by the Department of Multimedia and Digital Arts, was based on the experimental work carried out for the launch of the Sena New York brand by Felipe Sena, a graphic designer from Universidad ORT Uruguay. It took place on Thursday, March 22, in the Auditorium of the School of Communication and Design.
An audiovisual performance was presented, in which the images and sounds were synchronized. It began with black-and-white line drawings and gradually took the shape of a city, finally incorporating color.
For Barros, the activity was a good way to show students "how a hybrid process between the artistic and the commercial makes more and more sense in the context we find ourselves in." He stated that "we can no longer speak of pure advertising or pure art. Yes, there are areas and moments where it can develop that way, but the trend is toward working collectively, in a multidisciplinary manner, and on hybrid projects." In this regard, Sena stated: "Today we see art in so many places."
Mix
Felipe Sena is a designer and creative professional specializing in product design, as well as marketing for cosmetics, perfumes, and beauty products. He studied at the School of Design at Universidad ORT Uruguay has lived in New York since 2015, where he works as Creative Director at Marc Rosen Associates. He is currently developing his own venture, Sena New York, in the field of men’s jewelry. He was recently selected as one of the best young designers in Latin America by EmbalagemMarca magazine in Brazil.
The website for their brand’s new men’s jewelry collection, inspired by New York, launched on March 28, 2018. It had previously been unveiled on social media. “We decided to target men because there was a more interesting opportunity to explore,” Sena said. Furthermore, since they were focusing on the luxury market, they wanted a product that was exclusive.
"I think the ad we created turned out great; we've also produced other pieces and will continue to do so. It's a mix of something you might see in a contemporary art museum," he said.
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Ino Guridi works as a sound producer, composer, sound designer, and DJ. She has designed sound for film performances at the Contemporary Art Foundation, as well as for fashion films, commercials, short films, and independent films. She has been commissioned to create sound for art exhibitions at the Spanish Cultural Center and the National Museum of Visual Arts. As a DJ, she has performed in Buenos Aires and Santiago, Chile, with her artistic project _Isla Panorama_. She has participated in workshops led by Riki Musso, Ian Lampel, Jorge Haro, and Universidad ORT Uruguay in Universidad ORT Uruguay.
During the event, Guridi used, among other tools, professional audio editing software and performed live with synthesizers, coordinating with the other artists on when and how to interweave the music with the visuals. "Many of the people in the auditorium had never experienced a performance like this before, which I think is essential, especially in a program like the Bachelor’s Degree in Art and Technology Design."
Questions
Doménica Pioli earned a technical degree in Audiovisual Arts from UTU and has taken workshops in photography, lighting, and experimental film. She contributes to various collective artistic projects by creating photographic and audiovisual documentation (video performance, video dance, music videos). She has screened short films at the Fememina Festival, Fenacies, and the Festival de Música Libre (CCE).
Reflecting on the experience, Pioli said, "Creating collectively was a very educational experience, not only from a technical standpoint (where you always learn something new), but above all because of the questions and doubts that arise during that process." He added: "Exchanging ideas with others, asking questions, and connecting with both those who have similar questions and those who don’t—I find that very interesting," Pioli noted.
The event concluded with a discussion between the students and the artists, who shared their working methods and demonstrated their tools. Regarding this multidisciplinary experience, Barros noted that the Bachelor’s Degree in Design, Art, and Technology “includes these elements and many more.”