Malbec, the engine of Mendoza
Malbec is a source of work and of identity. Argency showcased it with a sculpture.
April 17 is Malbec World Day and, besides celebrating it, the design and advertising agency Argency had another idea: to raise awareness of its importance and showcase it. So it called on the artist Juan Gavras and the idea became reality.
Argency seeks to raise awareness of the leading role Malbec plays for Mendoza through a sculpture that depicts an engine, but that symbolizes Malbec. With sustainability as the premise, the agency chose Gavras, who shares the commitment and works from recycled materials.
Why an engine?
The creatives who make up the project explained that, just as many machines need an engine to work, so does Mendoza.
Without Malbec, would Mendoza be the Mendoza we know today? Malbec is a source of work, the axis of the economy, the generator of the industry and the driver of other activities. It is identity, recognition and, of course, pleasure.
Malbec is present in every area of our everyday life, it is an undeniable part of our culture. It opens the doors to tourism, exalts dining, inspires art and stirs feelings.
For all this, rather than a simple message or traditional campaign, the creators chose to make this work and place it in a spot that is also an emblem of Mendoza: the Caballitos de Marly, at the entrance to Parque General San Martín.
“Motor Malbec”, the eloquent name of the work, was unveiled on April 17, 2021 and stood for a few days in the heart of the city before beginning its tour of other places in the province, starting with Palmares Open Mall. Its creators are also advancing the project of taking Motor Malbec to different parts of the world. In this chapter the third protagonist of the mission comes into action: Franco Gómez, designer and digital artist responsible for recreating the work in 3D, a format in keeping with the times and pertinent in the current global context, which will allow Motor Malbec to be given the character of a unique object, through the creation of an NFT certificate of authenticity.
You can see the work in augmented reality here
The goal of Motor Malbec, besides recognizing its vital contribution to the province, is to help promote Mendoza as a whole and to insist on supporting the creative industries, placing emphasis on ideas as the inexhaustible source of all development.
You can find out more here: IG @argency
Mendoza and Malbec, a story that Sarmiento began
Malbec came to Argentina through the Frenchman Michel Aimé Pouget, an agronomist hired by Domingo Faustino Sarmiento to head the Quinta Agronómica of Mendoza, whose creation project was presented to the provincial Legislature on April 17, 1853, a date that gave rise to “Malbec World Day”.
At the end of the 19th century and through Italian and French immigrants, Argentine winegrowing grew exponentially and with it Malbec, which adapted to the country’s diverse terroirs, developing even better than in its region of origin.
Thus Argentine Malbec makes it possible to achieve excellent wines the length and breadth of our territory, appreciated and recognized by consumers and critics nationally and internationally.
Malbec at Argency
Argency, a design and advertising agency, has a track record of more than 15 years and, having been born in one of the Great Wine Capitals, has managed to specialize in Wine Communication from different angles. The inspiration drawn from Malbec is constant and those in charge acknowledge the importance of the varietal for the company’s evolution and its growth as a group.
In 2020, in the middle of strict lockdown and also on the occasion of Malbec World Day, the agency launched an action with significant impact on social media: “Que El Brindis No Pare”; a viral chain that, following the Challenge format, invited people to raise a toast from their homes, getting friends excited and unleashing optimism in a context of uncertainty and restrictions.
Juan Gavras Quintero
They are a Concept Artist (designer, illustrator and sculptor).
Their inspiration is based on character design for stop motions with a steampunk, cartoons, anime, retrofuturist style; using disposable materials to give them new life with an artistic sense.
They were a professor of Character Development at the School of Animation and Arts in Mendoza (ESCAAD) and they are a scientific illustrator at Conicet Mendoza.
They collaborated on the design and cover art direction of the album “Soy Rada and the Colibriquis”, and on illustrations for brands such as Flecha and Johnny Walker. They made doors and design objects for Bodegas Margot, Casa Burgoa, H52, Alas del Rock, Fiesta de la Cerveza.
They are part of the artist roster of “Galería Mundo Nuevo”, in Buenos Aires, alongside artists such as Renata Schussheim, Carlos Alonso and Fernando O’Connor, and of the ATT·388 Gallery in Rotterdam, Holland.
Their works have traveled the world from England, Holland, Spain, the USA, Kiaff, Art Biennial in Korea 2013, 2014, 2015.
Awards: Mendoza Estrena, Copa Torneo de Polo MZA 2010.
IG: @juangavras
www.juangavrasquintero.com.ar
Franco Gómez
Franco “Falia” Gómez is a designer and creative director focused on branding, fashion art direction and set design. Their experience in visual identity and advertising, together with their specialization in 3D modeling, has allowed them to stand out both locally and internationally, working with great design leaders such as Jessica Walsh and for brands such as Nike.
IG: @faliatex
www.francogomez.com.ar
