Isabel Croxatto Galería PRESENTS JOSEFINISMO by Josefina Herrera

April 10 - May 10, 2024
10 Times Square Billboard, South East Corner of 41st Street and 7th Avenue
PRESENTED BY ZAZ CORNER “IN BETWEEN” 

ZAZ10TS is proud to announce its partnership with Isabel Croxatto Galería from Chile to present the digital exhibition Josefinismo by the artist Josefina Herrera. This collaboration brings a curation of adapted four videos of the original installation to the ZAZ Corner Billboard that’s inspired by the workings of the human brain, particularly the interplay between the left and right hemispheres.

The exhibition showcases Josefina Herrera's distinct artistic style, characterized by humor, irony, and vibrant colors. Each video within the exhibition has been meticulously crafted to engage viewers through relatable and recognizable elements, ensuring a seamless connection.

Within the left hemisphere, videos titled Organización [Organization] and Saber [Knowledge] explore themes such as work routines, intellectual pursuits, and rational decision-making. These videos cleverly employ visual cues such as desks, books, and the symbolic figure of the goddess Themis to convey their respective ideas succinctly.

Conversely, the right hemisphere offers a different journey with videos titled Amor [Love] and Música [Music], delving into creativity, spatial awareness, and emotional expression. Warm color palettes, voluminous figures, and the imagery of a harp are skillfully utilized to vividly evoke these concepts.

Josefinismo invites viewers on a humorous and ironic exploration of the complexities of the human brain. Through a combination of visual and symbolic elements, the exhibition creates an immersive and thought-provoking experience that resonates with viewers.

About Josefina Herrera

Josefina Herrera Caulier (Santiago, Chile, 1996) holds a Bachelor's degree in Visual Arts from Diego Portales University. She is a video artist whose focus lies in the relationship between image, cinema, and the transformation of reality. Her artistic work is characterized by the creation of video-installation compositions strongly influenced by cinema. Josefina questions how to approach symbolism in the image through photomontage and video, transforming elements of reality to create a new visual world.

In her practice, she highlights five essential concepts: the technique of photomontage, kitsch, the incorporation of the body as an element, parody, and video. These elements intertwine in her works to offer the viewer a unique and provocative aesthetic experience. Josefina has exhibited at shows such as "Carácter" in 2023 at the Diego Portales University and "POSTESCUELA: Transcripciones de Lugares por Venir" at the Isabel Croxato Gallery. Her current work, "Josefinismo," represents the culmination of her artistic evolution from photographic image to video. Recognized for her ability to take the viewer on a visual and symbolic journey, Josefina has received critical attention, including in the article "Young artist offers a great journey to the center of her own mind" published in Las Últimas Noticias in 2023.

“My work is developed through the use of digital photomontage, kitsch, the body turned into an object, parody, and, finally, video. Through these means, I create staged scenes that seek to reinterpret everyday themes experienced throughout our lives as human beings. From this, I begin constructing a script that defines how my work will unfold, thereby establishing a repertoire of images and also determining how I will interact in the videos. These videos are presented as symbols for the viewer to recognize an iconography that aids in deliberating on the themes I aim to address.”

Instagram: @jousefaine | Presented on Isabel Croxatto Galeria Link

About Isabel Croxatto Galeria

Isabel Croxatto Galería is an international contemporary art platform founded in Santiago in 2012 by Chilean performance researcher, choreographer and cultural manager Isabel Croxatto.

Through an annual programme of solo and group exhibitions, the gallery focuses its efforts on the presentation and promotion of contemporary art from the South of the World, promoting the work of emerging and mid-career artists in Chile and abroad, contributing to the circulation of contemporary Chilean art in the world, encouraging the creation of new ways of collecting, and opening up new markets for contemporary art through collaborations with artists, curators, collectors, and public and private institutions.

Website: isabelcroxattogaleria.com | Instagram: @isabelcroxattogaleria