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.
Ars Electronica Garden Tequila, Oficina de visitantes y convenciones, Cámara Nacional de Comercio, SwarmPixel Thiret/Creative and Producer Director
This piece is a tribute from Mexico to Austria inspired by the world-renowned project Spaxels (pixels in space) by Ars Electronica Futurelab. What we will see is a spectacular collaboration between Mariachi artists, technologists and scientists with the objective of remembering the beauty and love of our country through our music that reflects our passion and the union to face any future.
GAN breeder, Pedro H. Baez by AI/THEIA
Hybridization of art is -more and more- a common subject for artists seeking inspiration and tools for extending their imagination. GAN breeder is an open source Neural Network that processes images and reinterprets them to produce new results. By choosing a selection of images, the curator can partake onto a different result.
Paris Alejandro Díaz Miranda (MX)
Tapatía Tech-ila Rhapsody is an audiovisual piece based in Mexican culture and the current accelerated life rhythm; that presents a triad of conceptual frameworks: Past+Present+Future of humanity; Art+Technology+Science as means to re-shape our destiny; and Classical+Folkloric+Contemporary musical identity of a culture/country/society.
Secretaría de Innovación, Ciencia y Tecnología del Estado de Jalisco, Majo Castelazo Andre
The agricultural regions are presenting problems to enter the digital reality; at the level of tourism, for the transmission of knowledge and interactivity in a non-physical way, at the same time they represent the change of mentality towards a sustainable and future production.
Oficina de Visitante y Convenciones (OFVC), Cámara Nacional de la Industria del Tequila (CNIT), Zonaga and Mad Machina
The master class is an approach to the materials, hands and stories behind each Tequila Máster “artisan”, a product made by years of history and essence accompanied by new technological resources that will make understanding the future of How do we produce, transmit and collect culture? How do we create ancestral products for the future? How do we mold our worldview into an object?
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
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