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Artist's Statement

Pablo de Larrañaga Aramoni


How different are the concepts of story and history? I struggled to get an answer to this question when I was starting to learn English. My native language, Spanish, unifies these two concepts in a single word, “Historia”. The way I’ve learned to manage these concepts is by breaking them down. Stories are made out of experiences, each life is a story, and each of these stories contributes to history, the story we all share. My mission is to impact positively other people’s stories to transform our shared history; I do this by connecting human stories through experience design.


For me, experience design is making an audience take part in a story you consider worth telling. When you design experiences, the stories taking place are the ones from the audience. The artist becomes the narrator, who just sets the tone and the setting while the audience lives their own story in the set environment. This way, the artwork becomes an experience that touches the lives of each of the audience members.


It is crucial to take advantage of all the different ways an audience can perceive the elements of the story so that the experience can be an immersive encounter.  To achieve this, I don’t limit myself when experimenting, so I try out the possibilities that different media and materials provide. Also, I tend to implement technology through projections, music, sound, and special effects to communicate the narrative of my art effectively.


Art doesn’t exist without an audience to experience it, and when I am making mine, I always take into account the perspective of the audience. Each person has a different experience when discovering an artwork based on various factors including, emotions, context, and past experiences. The same way the audience does, each artwork has an identity and a story of its own. These stories are a source of inspiration for me, and I make sure that the materials, processes, and context of the piece all contribute to the overall experience. That’s why my art features references to my identity, my story, my past, and some abstract themes such as time, existence, ethics, and self-awareness.


I genuinely believe we don’t only design experiences by making art; I consider that in our daily life we can turn into reality those stories that we would like to experience in our communities. I continuously apply my creativity and artistic skills to diverse social projects and organizations in which I am deeply engaged. The biggest lesson I’ve learned while participating in these projects has been the value of collaborative work and how interaction with others can make us achieve a common goal. These interactions have become the stories that have inspired part of my art. I want all the experiences I create to become a source of inspiration so that together we can design a better history for all of us.

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