Alfredo Velasco was born in Madrid, 1972. From an early age he was interested in design and Arts. Industrial design and ready-made Art have been always present along his professional career. A singular understanding of styles, creativity and inspiration gradually shaped Alfredo's conception of Arts, leading his artistic trajectory from designer into a multidisciplinary artist.
“I am the second of three brothers... and during my childhood I dismounted all my brothers' toys... I have also lovely memories of going with my mother to buy coloured finemarkers. I painted everything: my school workbooks, my mum's phonenumber agendas, and every single whitesheet I came across with… Later on, not being yet a child, I started collecting old and rare things. Even today I keep on disassembling objects, painting over any surface I find, and filling my workshop with unbelievable stuff”.
After graduating in the Escuela de Artes Decorativas de Madrid, his career started in 1992, being part of IKEA interiorist team in France. During a full year he commuted between Milano and Burdeoux thus bringing Nordic interiorism to the new shops that IKEA was opening in Spain... “Durind that year I basically learned how important is to promote collaborative team-working and I had the opportunity to observe the bolts and nuts of a very big firm”.
Between 1994 and 1996 Alfredo collabotated with Hachette Filipacchi editorial and also worked with some audiovisual producers. “Those collaborations helped me to unveil what's actually behind the scene and cameras... A fascinating world".
In 1997 he joined David Marshall, an artistic firm focused on metal foundry production. “Then I learnt moulding techniques and discovered the secrets of molten aluminium and brass. On that period I designed and produced my first piece: a bar stool fully made of cast aluminium”.
In 1999, together with his brothers, he set up his own firm: LACAMARA. From this creative lab emerged iconic pieces like the Sillón de Látex and the Mesa Vidriera, which were awarded by the Modern Arts Valencian Institute. The well-known Spanish designer Agatha Ruiz de la Prada, delighted by the originality of Alfredo's work, offered him her studio to make a joint exposition. LACAMARA's recognition grew quickly and its designs were exhibited in legendary showrooms as Vinçon, Joan Miró Foundation and the Contemporary Art Museum of Barcelona MACBA. “I have very nice memories of both successful and stumbling moments during those years. Basically, I realized that logistics and production aspects were capturing much time from other creative tasks... those that I do really like most”.
Then, in 2006, after a little break, Alfredo joined Uno de 50, a jewellery international company, as part of the creative team. He became Director of Style and Shops Design till 2009. He provided the brand with a strong, exclusive and distinct character, transforming its boutiques into well recognised icons of the very best commercial design.
Now, Alfredo recovers his truly passion and presents his new project, 'Alfredo Velasco'. A new challenge, a new road to explore that will allow him to express with no limits his outstanding creativity.
Transformed objects and recreation: a singular vision of Arts
Alfredo Velasco's artwork runs throughout no-man's land... His pieces are placed on the connection of two paralel worlds: arts and design. Thus aesthetics and functionality are coming together, inspired by past movements like Art & Crafts y la Bauhaus. His artistic references are various and so eclectic as his work: from Rauschenberg through Dalí, including Tinguelay or Gaudí.
From Rauschenberg and Tinguelay Alfredo Velasco has got an extraordinary interest on neglected or forgotten things. “I have been impressed by their capacity to work with scrapping pieces and to create machines with found objects. I share with them the love for objects. In fact, I do believe it's time for reinventing and recreating: we should be at the age of “no-manufacturing”. We have already produced many and very good things. Most of old objects I find around show a much more careful and precise realisation than any other article produced nowadays. It is actually now a good moment to reutilise past things, thus avoiding an endless process of buying and acummulating stuff”.
From Gaudí Alfredo likes the “quality of realisation and the aesthetics of his work. And, from Dalí, he would pick up his surrealist twist..." Both have inspired him to explore new universes, somewhere bewteen reality and fantasy.
Not to mention the influence of Pop Art, conceptual cornerstone of Alfredo's artwork. “Aesthetic in everyday objects can be useful to provide them with an ironic character. And irony is also a distinct feature of my work”.
His creative process starts by seeking old objects in street markets and bric-a-brac shops worldwide. From time to time he falls in love with very special pieces, pieces that somehow attract his attention with a careless whisper... “I remember that, when I was child, objects frequently talked me. Maybe this explains why I have always tried to give a second life to inanimate things. Now I live together with hundred, maybe thousand pieces in my workshop...I daily talk with them wondering what sort of things they are actually aiming to be transformed in. These conversations can even last for years. It doesn't matter to spend such a long time, though, as I am actually not interested in transforming bodies but the souls of forgotten objects".
Alfredo is also inspired by Frédéric Bruly Boauabré, masterclass of Art pour Chance. “Putting together old things is a wonderful way to create beautiful artifacts. Chance undoubtedly influences, similarly to other aspects of our life, every creative process. I am against applying euthanasia to old things just because they are old. I have always appreciated the passing of time. I enjoy the essence of objects... and try to understand what makes them special in our mural painting world”.
With all these elements we can now affirm that Alfredo Velasco is just conceiving a new creative movement: Transformist Art. Although Alfredo's thoughts destilates a profound and reflexive conception of art, his work has not an intellectual leit motiv. “I don't try to induce any philosophical reflections to the audience with my work. I just like to make people happy when seeing objects out of their normal context...objects that, fortunately and proudly, are again alive”.
Alfredo Velasco brings to life unique objects, rigorously conceived and created... objects filled with lots of fun and fantasy.