Ars Electronica Garden Tequila

Tech-ila ARTesano Coolture

Mad Machina (MX)

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Tech-ila ARTesano Coolture is a collaboration of different institutions led by MAD MACHINA to provide immersion in the tradition, technology, innovation and new media of the stunning region of Tequila. It represents a deep and sincere experiential look at this territory, where inhabitants, producers, innovators and entrepreneurs will be able to approach alternative ways of sharing their knowledge while preserving their identities and respecting sustainability. It is a journey of inspiration and a call to work together around the region and its possibilities.

Tech-ila ARTesano Coolture

Tequitl – tlan / tequila: nahuatl for „workplace“
Tequila Region with Qualified Designation of Origin; Jalisco, Mexico
ARTISAN: person who does work with his hands
Coolture: cool (modern, disruptive, revolutionary)

Mexico is cultural kinaesthesia. It represents a convergence of meanings. Its land consists of countless layers, many of them, yet to be discovered. In September, the region of Tequila will have the opportunity to understand its past and connect with the present to project a better future.

From September 9 to 13, the Tequila region will become a centre for exploration, knowledge, biodiversity and hacks. From the local, we propose four main activities carried out from a place of artistic aptitude and empathy, through innovation, entrepreneurship and science.

The purpose of these activities is to seek solutions to current reality despite physical distance, to approach each other with resilience, thoughts for the construction of our identities through diversity, a better understanding of the products of our land and of sustainable economy.

The techno-human immersion in these activities will gather pieces of the past to connect them with the present and propel us towards a shared future.



Project Credits / Acknowledgements

Led by Mad Machina, under the direction of María José Sánchez-Varela and with the collaboration of various institutions, artists, innovators, technologists, craftsmen, scientists and inhabitants of the country.

Ars Electronica Mexican Garden Project Leader. (MX) María José Sánchez-Varela B. M.

Mad Machina (MX) Project Manager / Andrea Bejarano
Mad Machina (MX) Strategic / Rafa Sánchez
Mad Machina (MX) Innovation Expert / Fernando Padilla
Mad Machina (MX) Designer / Paulina Urzúa
Mad Machina (MX) Communication / Linda Guadiana
Gobierno del Estado / Secretaría de Innovación María José Castelazo

Ars Electronica Tequila Garden
Mad Machina
Jalisco, Gobierno del Estado
Secretaría de Innovación Ciencia y Tecnología
Oficina de visitantes y convenciones (OFVC)
Guadalajara, Ciudad Creativa UNESCO, Media Arts/ Gobierno de Guadalajara.
Cámara Nacional de Comercio (CANACO)
Cámara de la Industria del Tequila (CNIT)
SwarmPixel / Thiret/Creative and Producer Director,
Instituto Tecnológico de Estudios Superiores de Monterrey (TEC)
Instituto Tecnológico de Estudios Superiores de Occidente (ITESO)
Consejo promotor de innovación y diseño
Paris Diaz
Paulina Urzúa
Talent Network

Mad Machina
Camara Nacional de Comercio de Guadalajara
Cámara Nacional de la Industria Tequilera | México
ITESO - Universidad Jesuita de Guadalajara
MIND México Innovación y Diseño
Meet in Guadalajara
Paris Diaz
Secretaría de Innovación, Ciencia y Tecnología | Secretaría de Innovación, Ciencia y Tecnología
Secretaría de Innovación, Ciencia y Tecnología | Secretaría de Innovación, Ciencia y Tecnología
Tecnológico de Monterrey
Talent Network