[Best_Wordpress_Gallery id=”10″ gal_title=”Westfield Walls”]
Interview by Jorge Perezchica
Westfield Palm Desert is partnering with Flat Black Art Supply to launch its new art program and event series, Westfield Walls. Inspired by the Westfield’s expanding public art program, which features 50+ murals in and around the center, Westfield Walls will now include new indoor murals celebrating geometric shapes and primary colors. Curated by Flat Black Art Supply and featuring artists from Coachella Valley and beyond, the murals are designed as perfect Instagram moments. Guests are encouraged to take selfies and tag @westfieldpd or @flat_black_shop #westfieldwalls; when they do, they will automatically be entered win a $50 Westfield gift card every month. The newest work by artist Beto Hernandez features a 100’ abstract rose mural in the Center’s Grand Entrance near Stuft Pizza.
Coachella Magazine reached out to artist Beto “Dec” Hernandez and Pete Salcido for more insight.
Can you tell us a little bit about yourself and art background?
BETO: My name is Beto “Dec” Hernandez and I am from El Paso, Texas. I am a self taught artist with a background in graffiti.
How did you get connected with the Westfield Mall?
BETO: I got connected to Westfield Mall through Pete, the owner of Flat Black Art Supplies and Gallery in Palm Desert, California last year in November of 2018. He reached out to me and asked if I would be interested in coming out to Palm Desert to paint a wall for their yearly STREET festival they do in connection with Westfield Mall.
So, I agreed and drove 10 hours from El Paso, TX to Palm Desert to paint for the festival and it pretty much started from there.
After receiving great reception from everyone in Palm Desert and Westfield, they decided to offer me a great opportunity to paint a mural for them inside the mall.
When did you start the indoor project?
BETO: I started the Westfield mural on the 22nd of February and it lasted till about the 26th working various hours during the day and night to be able to complete it.
How would you describe your style?
BETO: You know, it’s Kinda hard to describe my style in my opinion. I think my art reflects a little bit of everything. You can describe it as abstract, contemporary, street art or even graffiti. So for me to describe it right now, I would have to say its universal art.
I really try to get as much color, shapes, and lines in one area when I approach a project. I want to be able to mash those three things together as much as possible.
How does it reflect the Coachella Valley?
BETO: I’ve painted many places, but After coming down here for the first time last year to Coachella Valley, I noticed how lively it is here. So when you get a collage and bright colors and shapes in a place like Coachella Valley, it just felt like natural fit for this area.
Any shout outs?
BETO: I just want to thank everybody here at Palm Desert for being supportive while I was out here and making me feel at home. I would like to thank Westfield for making it a great experience and for giving me this great opportunity and a big major shoutout to Pete and the whole Flat Black family for being supportive of my art and for helping me to expand my art to areas that I thought I would never get too.
How did Westfield Palm Desert X Flat Black collaboration begin?
Flat Black: I’ve been working with Westfield for approximately 3 years through the annual Street event. It wasn’t until recently that Westfield decided to expand the Street event vibe into the interior of the mall and the collaboration started from that point which lead to the activities and events we are currently offering.
What was the response from attendees at “Street” in November?
Flat Black: The response was great, people of all ages had a great time and we’ve received lots of positive feedback.
You have a few recurring events each month like “Graffiti Date Night” and “Graffiti Paint Camp.” Can you tell us more about it? What Can attendees expect?
Flat Black: Attendees can expect a glimpse into street art culture by being exposed to techniques and materials used in this art form. Our date nights are for guest 21+ that want to enjoy something out of the ordinary while enjoying a beer with their loved one. Our Paint camps are mainly intended for children and young adults. With 4 stations to choose from, families will be able to get creative and more importantly create a piece of art and create memories.
What is Westfield Walls and where do you see the collaboration going into the future?
Flat Black: Westfields Walls is an art movement that is geared towards bringing awareness to the local and some out of town street art that surrounds us. My personal goal out of this movement is to be able to bring local artist into an environment where foot traffic is a big factor, which provides us with more exposure for the artist. One thing is for certain, Westfield Walls is something that will exist in many years to come because we are only now beginning to scratch the surface on bringing light to emerging artist in a town where fine art has mostly dominated the art world.
What do you have planned next?
Flat Black: We have a few things up our sleeves including a big move for us in the near future. But I rather let our actions speak louder than words. Stay tuned!
The center’s first event, Graffiti Date Night, began on Valentine’s Day night and featured individual and community art, along with music and libations. “It’s not the same old date night. We wanted to offer our guests something they wouldn’t experience anywhere else,” says center Marketing Director Franchesca Forrer. “Acclaimed street artists from Flat Black Art Supply will help you make your own take-home graffiti masterpiece and youcan help us create a giant community mural. Plus we’ll have music and craft beer and wine for sale.” Beverage sales support charitable organization MAEX Academy and their efforts to provide the youth and community with first hand experience in musical and visual arts.
THE DETAILS
WHAT: Graffiti Date Night
WHEN: March 7 from 6pm – 8pm
WHERE: Westfield Palm Desert
TICKETS: Eventbrite