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#adidasbloom, 2013 Print Baked On Aluminum 20" X 20" © Courtesy of the Artist and Launch LA - La Brea

170 S. La Brea Ave., 2nd Floor
Los Angeles, CA 90036
May 18th, 2013 - June 6th, 2013
Opening: May 18th, 2013 6:00 PM - 8:00 PM

323. 899. 1363
Thu-Sat 12-6 and by appointment


LAUNCH would like to thank our 2013 partners Lagunitas Brewery, Olympia Medical Center, Tito's Handmade Vodka & AQUAhydrate. 

LAUNCH LA is proud to present Bloom, a new solo exhibition by Jorge Oswaldo. Bloom is a playful exploration of the logo, its ability to convey information, and the means by which it can be recontextualized to create a work of art. 

Oswaldo creates his 'blooms' by borrowing the logos of major corporations and replicating them in kaleidoscopic abundance, with smaller and smaller rings of logos falling in towards each flower's heart. Superficially these works are about color and shape; but on closer inspection, each possesses great conceptual depth. Oswaldo believes that next to sales, 'viral lifespan' is the most important factor in a product's success in our increasingly internet-dependent world. Logos play a pivotal role in the vitality of these products: "Our post-social media machine that we now call the internet celebrates ideas that are lean, quick and easily consumed and distributed." 

The familiar logos used by Oswaldo are mental shortcuts to brand and corporate identity. By turning them on their head, melding them together or changing their color, Oswaldo decontextualizes them just enough to reveal what they really are at heart: pleasing arrangements of color, line and shape. Some logos retain the integrity of their original message, others are transformed entirely. Oswaldo's process divests them of their mystic ability to exist as graphical surrogates for products and their parent companies. These logos simply become oversized and expressive brush-strokes on his canvas. Though Oswaldo uses an automated process of his own devising to create his fractals, they communicate the power of art, transforming something 'mathematically sterile' into an object of abundant 'organic human attraction'. Each of these blooms, like their component logos, are strikingly bright, bold and barely trichromatic. Their apparent simplicity, however, belies the complexity of Oswaldo's artistic process: his computerized vectors are brought to the canvas with self-adhesive vinyl, automotive paint, silk-screening and a plethora of other printing techniques. 

Bloom is evidence that Oswaldo is a worthy successor to Andy Warhol's knack for manipulating brand recognition to create brilliant works of pop-art. As Oswaldo puts it, brands and their products, just like flowers, "continually fold into themselves and are regenerative. They are calculated, they are seeded. They bloom and they die."

Jorge was born in San Salvador, El Salvador in 1979. He earned a degree with a concentration in painting from Barat College of Depaul University in 2002. Jorge also earned a Master of Fine Arts degree (MFA) in Studio Arts from the University of Illinois at Chicago (UIC) in 2004. His creative efforts at that time centered on producing work in a digital medium, often within a video format. After moving to Los Angeles in 2005, Jorge simultaneously pursued a second career as a graphic artist. He presently splits his time as a full-time graphic designer for the streetwear giant Stüssy, producing web content, product, tee graphics, marketing assets and special collaborative projects. He also regularly submits digital designs & patterns to Skinit, Inc., the leader in technology personalization skins. His fine art works are produced in his studio in downtown Los Angeles. This is his first exhibition at LAUNCH LA.