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27 Jan 2017

Alfredo Jaar Gave a Master Lecture as Part of XII FEMSA Biennial Program

  • The renowned Chilean artist was part of the “Poetics of Decrease. How to live better with less?” Curatorial Program.
  • Jaar resumed his Studies on Happiness project (1979-1981) and intervened different spaces in Monterrey city.
  • The artist gave a master lecture on Thursday, January 26th, at 19:30 hours at Monterrey’s Center of the Arts Theater.

Monterrey, Nuevo León, January 27th, 2017.- After having intervened different public spaces, Alfredo Jaar visited Monterrey city to give out his Studies on Happiness lecture as part of his participation in XII FEMSA Biennial Curatorial Program.

Poetics of Decrease. How to live better with less?, which is the title of XII FEMSA Biennial Curatorial Program, reflects on the relationship between contemporary art and recent economic and ecological policies, through three platforms: the Lugar Común Residence, the exhibition and the public program Biennials! How and for whom?

The Curatorial Program brings in deep questions about our lifestyles regarding the environment and the consumption economy. Among the artists that take part in this initiative is Alfredo Jaar, who resumed his Studies on Happines project (1979-1981), through which he intervened Horno 3 Steel Museum’s ceiling (it is the first time he intervenes a historical building) and the Lugar Común Residence’s façade, with the phrase “¿Es usted feliz?” (“Are you happy?”)

Thanks to Horno 3 Steel Museum’s support, this phrase can be read in different spots of Monterrey city’s metropolitan area: in both of the aforementioned places, at various bus stop mupis and in two billboards. In addition, visitors can see photographic records of the project at XII FEMSA Biennial exhibition, at the Generadores building.

Studies on Happines (1979-1981) consisted of a series of interventions, performances, videos, interviews and photographic records that Jaar made in Chile for research on the concept of happiness in the contemporary society, comparing it with what the media, advertising and social convention pointed out during the military dictatorship.

Urban Interventions in Monterrey:

Alfredo Jaar

Studies on Happiness, 2016

  • Lugar Común Residence’s façade
  • Horno 3 Steel Musem
  • Billboard at Juárez Avenue
  • Billboard at highway Monterrey-Reynosa
  • Stop sign mupis at Monterrey’s metropolitan area

As part of Bienials! How and for whom? public program activities, in which various specialists are invited to reflect on the different biennial formats and how they’ve changed over the last decades, Alfredo Jaar gave out a keynote lecture in which he talked about the concept of public art, the role that art plays nowadays, as well as the Studies on Happiness project and the pieces made specifically for Monterrey city.

About Alfredo Jaar

Artist, architect and filmmaker. He was born in Santiago, Chile, but currently lives and works in New York. Jaar’s work has been widely shown in different parts of the world. He has participated in several Documenta editions and at both the Venice and the Sao Paulo Biennials. He has exhibited individually in several museums and cultural institutions in Germany, United States, Finland, Italy, Sweden and United Kingdom. He has done more than 60 public interventions throughout the world and more than 50 monographic publications have been made about his work.

He received the Guggenheim Scholarship in 1985 and the MacArthur Scholarship in 2000. His work is part of public and private collections such as Museum of Modern Art (MOMA) and Solomon R. Guggenheim Museum in New York; Museum of Contemporary Art, Chicago; Museum of Contemporary Art (MOCA) in Los Angeles and Los Angeles County Museum of Art (LACMA) in the United States. Some of his works are also at the Tate Modern in London, UK; Center Georges Pompidou, Paris, France; Centro Reina Sofía in Madrid, Spain and Moderna Museet in Stockholm, Sweden.

About FEMSA

FEMSA is a leading company that participates in the beverage industry through Coca-Cola FEMSA, the largest franchise bottler of Coca-Cola products in the world by volume; and in the beer industry, through its ownership of the second largest equity stake in Heineken, one of the world's leading brewers with operations in over 70 countries. In the retail industry it participates through FEMSA Comercio, comprising a Retail Division operating various small-format store chains including OXXO, a Fuel Division, operating the OXXO GAS chain of retail service stations, and a Health Division, which includes drugstores and related operations. Additionally, through its Strategic Businesses unit, it provides logistics, point-of-sale refrigeration solutions and plastics solutions to FEMSA's business units and third-party clients.

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