Monoblock Industry of Imagineering is a design and publishing firm established in February 2004 by Pablo Galuppo and Vik Arrieta. Currently located in Buenos Aires, Argentina, Monoblock publishes young artists and illustrators of Argentina and the world, using designed objects as a canvas, in limited series of art products, stationary, illustrated and comic books, apparel, homeware and decor. Monoblock promotes the work of both local and international artists through open art contests, educative workshops, and art events. Monoblock's products are available internationally in bookstores, design and home decor boutiques, museums and their website. They introduced the concept of illustrated products for the everyday life in Argentina, and the concept of authorship to illustrated products, therefore revolutionizing the localillustration and street art scene, who were not used to be recognized as authors before. The website also offers a profile on each artists who have been published by Monoblock so far, as a way for people to connect with, and acknowledge, the artist community.
History
Originally, Monoblock functioned as branding agency, but soon Galuppo and Arrieta realized that they were not suited for the advertising world, as they care too much about art. Fascinated with the talented young artists they discovered daily through social networks, and with the conviction that it was possible to create an innovative publishing model for art, they embarked themselves on a new venture. They kept Monoblock as their brand name, and added the tagline Industry of Imagineering. In 2006, with the support visual artists, designers & illustrators, they created the first series of Designer's Notebooks and launched it nationwide through a major bookstore chain. They chose this product mainly because, as users of notebooks, they could not find one they really liked. Innovation in this first step was subtle but multidimensional as they proposed to recognize the illustrators as authors and redesigned the notebooks to fully exploit their expressive qualities. They decided to work with limited series, each inspired by a single concept. The first carried a universal message of love: Happy together, Live the Love. Meanwhile, they began to perform shows and exhibitions with each release of a new series, facilitating the encounter between artists and the general public. In 2009 they created —with the support of design magazine 90 +10— Premio Destapa, a new Latin-American Award for Applied Illustration, an opportunity for novice illustrators to be published in a Monoblock notebook. In its first edition, more than 500 illustrators sent an original artwork. Their efforts to connect and professionalize the field of illustration also extend in the form of lectures and other contents that are always open to the general public. Since then, Monoblock has expanded to design and produce stationary, journals, accessories, apparel, homeware, decor, games and more recently, books. Monoblock products, particularly their notebooks, have become collectible pieces for buyers because of their limited quantity and original art. Monoblock's products can be find at design and book stores in Argentina, and internationally through their online shop, and at specialty stores. Monoblock's project, which continues to grow independently, seeks to build bridges between art and everyday life, multiply the inspiration, and claim the Power of Imagination.
Accessible art, and the Power of Imagination
Monoblock founders believe that art belongs not only to the gallery or museum walls, as they believe that the galleries should not be the only place of consecration of the artists. Also, that imagination, in the works of the artists, "belongs to the world, our homes and lives." Also, they argue that it is important that we all realize the immense power that we have as pro-creators of art. Being a fan of art could be very rewarding, as Arrieta proclaims on an interview: "We hurry to have the latest model of iPhone, which realistically is not a challenge... why not try something a bit more challenging, as to find the artist who makes our spirit vibrate? Try to find that spark of satisfaction that comes on every time we add our own enthusiasm to collective enthusiasm." Monoblock promotes the integration of the art's community by creating opportunities for artists and audiences to connect and inspire each other.
VER clothing line
In August 2010, Monoblock created, along women's clothing brand VER an 8-piece line of clothing and accessories, designed to exhibit the artwork of 4 local artists. The success of the project kicked off an annual spring VER inspired by Monoblock illustrated line of limited edition apparel for women. Every edition has a different motto, as in every other Monoblock line of products. On 2010, it was Passionate Nature, with the artwork of Laura Varsky, Fernanda Cohen, Sol Linero and Vik Arrieta. On 2011, Light Warriors, with the artwork of Pum Pum, Irana Douer, Fernanda Cohen and Vik Arrieta. The motto and artists for 2012 are yet to be released.
Artists
Monoblock had publish over 40 artists, including Liniers, Gary Baseman, Catalina Estrada, Alberto Montt, Laura Varsky, Fernanda Cohen, Nate Williams, typographer Ale Paul, Christian Montenegro, Gemma Correll, Patricio Oliver, and other illustrators, designers, photographers, etc.; from Argentina and the rest of the world.
Awards
Recently, Monoblock was recognized with the Puro Diseño Award and the Golden Puro Diseño Award to its trajectory.
