The Imperative to Communicate
After lunch, we took a walk at a busy street in Barrio Palermo. It took us about five blocks to get to New York. The year was circa 1966, and Eduardo Costa had taken me to me moment he proposed the editor of Vogue to incorporate his newest conceptual artwork in that magazine. Soon after, Fashion Fictions was published there and in a couple other magazines. I had met Eduardo in New York about six years ago, while he was still living there. But shortly after he had moved back to his hometown Buenos Aires and I hadn’t seen him since. Eduardo had been an integral part of the 1960s avant garde art scene in Argentina, and a conceptualist at heart. Now, forty years later and with much longer and shinier silver hair, his attention to detail and the sophistication of his thought process were even sharper. We discussed his move back to Buenos Aires and life thereafter, his recent body of work, a series of volumetric paintings, and the revival he had experienced in I Am Not a Flopper or… (2007) by artist Mario Garcia Torres.
During the 1960s, Eduardo was part of “Arte de los Medios,” doing collaborative works with artists Raúl Escari and Roberto Jacoby that emphasized tactical communication in conceptualism. Earlier that week, I had also met with Roberto. Unlike Costa, Roberto had stayed in Argentina. His conceptualism turned more political in its motivations and forms as the 1960s ended and the decade of the 1970s arrived. But later, during the eighties, he distanced himself from art making, yet his work remained creative: from creating the identity of an Argentine rock band and writing its musical lyrics to consulting on identity and promotional strategies of various industries. Roberto never left the idea of communication as a means and end in his work, and this in addition to organizing and mobilizing artists have been at the heart of his practice. Roberto is the mastermind or instigator or supporter or something along those lines in almost every artistic venture that emerges in Buenos Aires.
Among Roberto's inititives are: Fundacion Start, a platform from where a number of events happen and projects emerge; Proyecto Venus, a working currency and social network that he launched at the turn of the twenty-first century and that peeked during Argentina’s crisis in 2002 (the project concluded last year); Bola de Nieve (Snowball), an online archive of portfolios by local artists; Ramona, a magazine he co-founded in 2000 with the art collector Gustavo Bruzzone. With almost 80 issues published to date, Ramona has become a key source for contemporary art there and elsewhere, many times including the first and only Spanish translations of key theoretical and art historical texts originally published abroad, as well as new art historical and theoretical essays about Latin American art.
Gustavo Bruzzone is also a key figure in Argentina’s art scene. Aside from his connection to Ramona, he is more commonly associated with the art scene of the “Rojas” generation or “Arte Light.” I visited his apartment on a Friday evening. What I thought would be a simple guided visit to his art collection turned out to be an intense art history seminar. Gustavo began collecting art during the early 1990s, most times as support gesture or money advances to a group of then-emerging artists that he had become acquainted through a painting class. But Gustavo is not an artist; he is a lawyer and a respected judge in Argentina. He is a great storyteller, too. His memory of the 1990s art scene is as fresh as his narrative. He told me of the times when artist Jorge Gumier Maier was curator of the art gallery of the Centro Cultural Ricardo Rojas in Buenos Aires.
Gumier Maier's exhibition program was said to be representative of an aesthetic pursuit giving precedence to the search for beauty that was far from the over intellectualization of neoconceptual art and instrumentalization of high art. Critics condemned this, called the works exhibited there arte light, gay and so on. Today, however, many revere that moment. Gustavo’s collection has early works of every artist of that art scene, including works by Gumier Maier, Marcelo Pombo, Sebastian Gordini, among many others. The works are installed in salon style throughout the house—hanging from every wall space from floor to ceiling, and sitting on any type of flat surface available. The collection is also complemented with a series of documents and ephemera of the time—newspaper clippings, exhibition invitations, posters, even early gallery checklists with price lists. It’s an admirable collection, and it’s formed wholeheartedly by a unique eye and empiricist soul.