The “popization” of art
known for being dedicated to a young audience capable of spending money in fashion, travels and art. They are hipsters, fashionists, condechis, romechis (isn’t there an adjective yet to describe the tribe starting to populate the streets of the Colonia Roma) and socialités. Said magazines are the pinnacle of popization of art. Art blends with design objects, luxury boutiques, graphic design, indie music, architecture and other digestible themes. Their designs, for obvious reasons, focus on the images, usually taken by guest photographers. They use both very wide and thin formats (Spot, Taxi Art Magazine), as well as little and sturdy (Código 06140), and are printed in thick matt good quality paper. Their pages are infected with luxury objects’ publicity, and they make a special ending by inserting a discreet socials section.
but most of them have an unfortunately predictable limited run. Their readers/ observers are still a short percentage of the population.
About these magazines, which I read with pleasure when I find them, I wonder if associating art to design objects, brand clothing and high lineage is a good thing. Its neocharacter of an in vogue accessory turns it into an objet du desir hunted by those that strictly follow the ultimate tendencies. It becomes tempting. But doesn’t flanking art with luxury objects makes it more frivolous? No one can deny art being a luxury object per sé, but we are relieved to think of it as a luxury responding to the soul’s most complex and profound needs. Can it really be placed on the same level as a Chanel purse, or an ergonomic bamboo chair built by a Norwegian designer? The lifespan of these publications is usually Aren’t we stripping art from its primordial not very long, since they are expensive and essence, while we congratulate ourselves wanted objects, and the aimed market is for disguising it with fur coats? restricted. They are easy to read, because they have a lot of drawings, the articles are short and the design eye-catching. They are It’s true: art in the most Cosmopolitan full of eye candy, visual delights. Two or cities is closer to people than ever. The three have positioned themselves in the taste last 30 years have activated an interesting of a select group of readers for ten years, process, through which artistic task and 149