Argentinian born and Miami-based multimedia artist Alejandro Vigilante has developed a new strain of Neo-Pop art, loosely titled “i-Pop” or sometimes referred to as “iArt.” Creating a new media reflecting the instant information exchange and image dilution made possible by the popularity of social networking sites Facebook and Twitter, Vigilante seeks to advance the critical role of these online worlds in the physical bodies of artworks. His latest project is taking on Partida Tequila, and infusing his creative imagery to the Mexican based spirit brand.

Vigilante began his artistic career as a muralist, having worked with filmmaker Oliver Stone in designing work for his film “Any Given Sunday,” the Jackson Memorial Hospital’s United Foundation for AIDS, and Tiffany & Company’s 2nd floor jewelry salon in New York City. We caught up with the artist at Andy Warhol’s former gallery space to discuss his traveling exhibition “Partida Loteria.”
HOMBRE: How does this collaboration with Partida Tequila come about?
Alejandro Vigilante: This collaboration comes about because of the internet. Tequila Partida wanted to reedit the game of Loteria, which is a game of chance and very traditional in Mexico. They wanted to give it their own vision. Through this game you connect with people. It’s a game of tradition, of generation through generation that respects the power and the passion of Mexican people and Latinos.

H: What was the inspiration?
AV: There are 52 cards originally and Tequila Partida selected 54 images associated with the brand, respecting some traditional cards like the Moon, the Skull, and others like the bottles of the brand, and Enrique Partida who is sort of the godfather of this and whose name the tequila carries.

They came with the images and we selected the colors and details associated with the name of the drink. We used pop colors because its pop culture in this game.

H: What are your feelings about creating such a commercial project?
AV: I feel fantastic because this was done as a team. I didn’t create it myself. There is a whole team behind me. It’s extremely difficult to do this amount of images as a group. We took it in an individual way. Each card has its on history.

H: How long did it take you.
AV: Three months

H: Where will the exhibit travel to next?
AV: Now we go to L.A. and then we’re planning for San Francisco and Miami.

H: How would you describe your art?
AV: I’m a pop artist and since my work is based on the internet I called it iPop. All my work is based on social networks and the internet. Because the internet is more popular than Campbell’s Soup. In the same way that Warhol was involved in pop culture I always said that when the internet came into our lies this was most popular. All the word has internet. For instance we are doing this interview in a smart phone, when you don’t have WiFi you become desperate, when you don’t have access to emails you become desperate. This was born on September 11. I was in New York when the Twin Towers collapsed and the easiest way to communicate with my family was through the internet. That’s why I also use selected transfer imaging, because computers are a transfer of images. It took me some time to select the language I was going to use in these paintings.

H: What’s next for you?
AV: With Partida there are many projects. Some are set, some have to be confirmed.

H: How do you feel being in Andy Warhol’s studio?
AV: It’s a dream, its something incredible. I never could have imagine it. As a matter of fact we made a work of Andy Warhol for Partida.
Also to be in the New York subway stations, its the Argentinian dream!

For more information:

• Partida homepage
• Partida Loteria landing page
• Partida Twitter | Facebook | Instagram #PartidaAhora
• ​Alejandro’s website​
• Alejandro Twitter | Facebook | Instagram