Paul Loya Gallery


Paul Loya is not just a gallery owner. Sure, his sophisticated and inventive art gallery sits amongst the best of them on La Cienega Boulevard in Culver City, but there’s much more to Paul than simply, “gallery owner”. Paul is a curator of artistic vision.

For the last three years Paul has provided a space that embraces a community of emerging and established contemporary artists. Paul Loya Gallery sets a blank canvas for each of the exhibiting artists to design -– however wild or unrealistic – his or her own creative environment that best compliments their work; giving the viewer a complete experience of the artist’s vision.

Loya spent years hustling as a creative in the art game, bouncing from art show to art show, eagerly displaying his personal works. However, he eventually realized that his true passions lie beyond the paintbrush.

“At the time I kind of realized that I didn’t want to be an artist,” admits Loya. “I enjoyed working with people that inspired me as opposed to being inspired by other people and making work. I thought, ‘If I can do a job where I can work with people who inspire me every day, and help promote their artwork, then that’s the job for me.’”

Loya has since fostered a close knit community of creatives in Los Angeles with a working philosophy of facilitating new creative relationships. We couldn’t be more excited to not only feature Paul in our upcoming issue 09 out Oct. 14th, but also host our release party for the issue at his gorgeous gallery.

For upcoming shows at Paul Loya Gallery, visit:

All photos taken by Kris Evans.

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In an age when everyone is an artist and consumerism a well-tuned craft, New England-bred multi-disciplinarian Gordon Holden challenges the established bounds of fine art with his aptly named Consume Cool branding. Appropriating the Coca-Cola logo, Consume Cool has found its way onto everything from shopping carts to corn-hole yard games and even Holden’s own bicep. “Pop art is just art imitating life. But when art becomes so enmeshed in life, that’s something new. It’s like a bridge. Is this art or not? That’s up to you to decide. I can make a painting and someone will pay a lot of money for it. Or I can make you a hat and it’s $50. It’s consumable on all socio-economical levels.”

Paige Silveria: What kind of brands did you consume as a kid? Were you brand savvy?

Gordon Holden: I don’t know that I was brand savvy. I got my inspiration from Lifestyle magazines like Thrasher and Transworld and MTV. I wanted to imitate what I saw but I wasn’t really sure why. I remember this Steve Berra Airwalk ad where he’s doing a 50-50 down a ten stair and I was like, “Oh Airwalk is a cool brand.”

PS: When did you start thinking about the power of branding?

GH: It was much later in 2009. I went to a couple of factories in China with my dad. He owns a plumbing-parts manufacturing business and goes there regularly. I went to this denim factory that made Ralph Lauren—all these brands that you separate price-wise but they’re all made at the same time and with a lot of the same materials. It was really enlightening. I liked the idea of perceived value, but I realized that the actual value is what you make it. Like I got this Patrick Ervell rain jacket for around $400 and I was super excited about it. And I wore it in the rain one time and water literally came through every seam. The jacket sucks, but you want to take care of it because it costs a lot of money and looks cool.

PS: You saw through the veil, but you still participate?

GH: Yeah, I mean everyone does. You can’t reject something that’s alive and well in our society. I just embraced it.



PS: How did Consume Cool begin?

GH: I was living in Newport, Rhode Isand and I was trying to think of what to put on my new website. I didn’t want to share anything that I was doing personally, I just wanted to imitate something that I thought was cool. I briefly worked for this Australian surf company that had an office in California. I was very fascinated by the idea of their blog; it was something that I saw as a goal. Then when I started to work for them, I realized it was literally all smoke and mirrors. I came out to California with this notion that these brands are fully functioning awesome places. And you go there and there are three people who have no idea what’s actually going on. They’re getting yelled at from some head office. It’s all just a front to make people buy into whatever it is they’re selling.

PS: What was the first iteration of Consume Cool?

GH: I think it was in 2011. It was a graphic on my site first and then someone wanted me to make stickers. So I made some and handed them out and started to see them on Facebook and places. People interacted with it. They were comfortable with it and wanted to show other people. And that’s fascinating. Was I making fun of consumerism or did I really like it? However it was seen—whether it was positive or negative—it still worked.

PS: You’re also a fine artist, how do you keep your other work separate?

GH: Last year I did a show in LA with my candle-drip paintings and people were asking me why I didn’t use Instagram. I didn’t think my other artwork needed to interact with people if they weren’t seeking it out. But Consume Cool could be that thing that reaches out to people and they respond because they feel that they’re a part of it. A painting when someone sees it, it makes them feel conflicted. They’re not sure what the artists’ intentions are. There are way more questions. A painting is so personal; it can make you feel good or it can make you feel bad. There are so many other facets to it. With Consume Cool, there’s an immediate acceptance because of the familiarity.

Gordon Holden


PS: It’s like fast fashion versus couture?

YGH: eah, exactly. People might not get couture, so you have to have a diluted route as well. Are you trying to reach a large population or are you trying to be very specific? Our thinking processes are becoming vertically integrated. We’re looking at all of these shortcuts. It’s not about being so inspired and wanting to spend a lot of time crafting something special. People just want to get stuff out immediately. They want to make money. That’s where consumerism comes in. One of the things that I love about Consume Cool is that I don’t have an attachment to it. When you make something personal, you’re kind of afraid of how people will respond to it. But with Consume Cool, I’m always just thinking about the next thing. Like I got it tattooed on my arm and I was like, “Oh it’s great! It’s awesome!” And then I just forgot about it, thinking about what’s next.

PS: I saw you started doing commissions.

GH: I have. This guy hit me up about putting it on the arm of his Black Denim white leather jacket. It was so organic. I didn’t have to sell him on it. With my personal work, I have to sell it to a degree. People go, “What’s good about this?” And you try to explain the concept. And they’re like, “Oh cool.” With CC, everyone wants to be creative, so here’s a thing to be creative with. Stick it wherever you want.

PS: So Instagram is the perfect conduit for Consume Cool.

GH: Yeah, because it has a lot to do with propaganda and reaching people at that core desire. My paintings are more of a personal inner output and the CC is more of everything outside of me. I like to keep some things more private. With an understanding of art, you realize that Consume Cool is art. But when you don’t understand art, you just think it’s a social experiment. It’s how you perceive your own practice. It’s part of my art, but it’s a day-to-day thing that I think about all of the time. Because if you’re self-reflecting all of the time, you’re not experiencing things. With CC it’s more about experiencing things.


New Hampshire native Paige Silveria is a freelance writer and creative. She’s interviewed everyone from Kim Gordon and Patti Smith to David Lachapelle, Robert Mappelthorpe and Jeffery Deitch. Her work has been featured by Purple Fashion, I-D Mag, W Magazine, T Magazine, Alldayeveryday and Kenedy. See more HERE.


DREAM LOGIC :: An Interview with Artist Aaron Elvis Jupin


Cartoons and erotica have much in common—fantasy, desire, an adipose sense of volume. Aaron Elvis Jupin assembles these polarities of play and smut, refracting their constituent parts to form a visual cosmology that crawls over paintings, onto walls, into various vintage ephemera. The results layer innuendo and innocence; a declension of glyphs sticking their tongue out at the fuddy duddiness of words.

His plays with animation references lack deference even to the wild physics of cartoons. His images stop just short of cohering into a picture, drawing parallels closer to dream logic and the lacunae of memory. As Jupin moved away from his early work, daubing on vintage girly mags with escapist titles like Escapade and Magic Touch, his paintings took on more of themselves. They are highly redolent, but ultimately self-referential. Shadows, colors, and lines swell and contract—at once kitschy and academic, redolent and abstract.

A painting in the corner of a shed takes cues from the bleakest parts of beloved childhood classics—the storm scene from Bambi, Dumbo being separated from his mother—but stripped of recognizable elements; there is something universal in its depiction of turmoil. You can read it without knowing jack about Bambi or Dumbo.

We chatted over iced coffee in his Boyle Heights studio, on cartoons and Catholic school, cultural consciousness, and viewing art through a socioeconomic lens.


CHRISTINA CATHERINE MARTINEZ: Does your work always refer to specific stories/cartoons? It’s hard to tell.
AARON ELVIS JUPIN: As personal as I try to make the paintings, I’m distancing myself from the work at the same time. I’m taking my hand out of the work but then putting it back in. So much of early animation is about the hand, but it’s so repetitive it diminishes the hand, too. It’s not The Artist’s Hand. It’s the hand writ large.

The abstract idea of the hand in service of a visual language, and no one really has authorship over that.
Yeah, nobody owns thick to thin—meaning the line quality! We look across scattered paintings, some extremely sparse, with just a few elements—a table leg, a pushed up corner of rug—floating on the white plane.

So much of painting is just knowing when to stop. The paintings kind of mix this idea of the anonymous hand of animation. That thick-thin line is still there, along with painterly elements that are definitely the hand of an individual.
Actually, a lot of the more painterly-looking elements are airbrushing, which is another kind of anonymous hand technique. Anyone can learn to airbrush, you know? And I’ve discovered a lot of painters airbrushing right now. When I first saw that I thought, I’ve been airbrushing since I was a freshman in high school! I sold airbrushed T-shirts to kids. I never thought it was art. And now it’s in the art world proper. I had no idea.



Art has a way of appropriating vernacular techniques and, doubling back on itself, taking things in the world for itself.
The art world is such a weird place, but it has fads and trends like any other part of culture. I’ll go to art fairs and suddenly one year everything is printed on lenticular. At Art LA (Contemporary) this year I think I counted nine booths with all lenticular prints.

“As a kid, I went to Catholic school and never went to museums or galleries… Then I would go home and watch cartoons. This was my earliest exposure to ‘art.’”

And we grew up thinking lenticulars were toys! I do like this idea of fine artists using airbrushing or animation technique, which are styles associated with being, I don’t know, working class? Because they are concrete skills with commercial applications? But you combine them in a way that echoes academic paintings, or studies.
It’s funny that you say working class. As a kid, I went to Catholic school and never went to museums or galleries or anything like that. We didn’t do those kinds of field trips; there was no art class. We made stations of the cross illustrations, or put on a play about Jesus. Then I would go home and watch cartoons. This is was my earliest exposure to “art.” And I lived right by Disneyland. Going to Disneyland was like going to an art museum for me. All of this stuff is real, it’s designed, it’s fabricated—I was obsessed with going to Disneyland as a kid.



But you did go to art school, eventually.
Yes, after high school. I was exposed to the art world for the first time and I felt so out of place. I had no knowledge up until that point. I didn’t know who the major artists were. I remember seeing that Beautiful Losers exhibit curated by Aaron Rose and it blew my mind. I was making stencils and shooting black and white photos. I was a skater. That’s what I did. Then I went to art school and met people who could draw a nude. That kind of life-drawing, rendering, painting drapes and fruit or whatever, was just not something I did before going to art school. The first time I took a life-drawing class I realized, here I am in front of this naked lady and I have to draw her and I have no idea how to draw. I came into it with a completely different conception of what a drawing to a painting even is.




“What I learned in school is to trust my own frame of reference.”


But that goes both ways. Someone who grew up going to galleries or looking at “real” art wouldn’t think to use airbrushing in this context, and what that might mean. Your paintings are almost parodies of painting studies.
What I learned in school is to trust my own frame of reference. For a while I was trying to make paintings that I just couldn’t make. I can’t paint the fucking bubble. I was trying to be realistic, or painterly, but really I was into a lot of lowbrow stuff. I loved Shag and Tim Biskup and Anthony Ausgang. Those guys are what excited me. And learning to marry that to everything else I was learning about art history.

You become aware of how cultural consciousness, especially during formative years, can be tied to class or socioeconomic status.
For sure.

Then you go to art school and broaden your horizons… but those roots are still a part of you.
And if you’re not reflecting on that, or you pretend it was never a part of you, what are you really making?


IMG_9312 Follow Aaron Elvis Jupin on Instagram @jupescoops

Aaron is currently in a group show called HEAT at Paul Loya Gallery (2677 S La Cienega Blvd) through August 21, along with artists Sterling Bartlett, Ryan Schaeffer, Kingsley Ifill, James Ulmer, Brian Montuori, and Chas Shroeder.

Photos by Graham Walzer.



In the studio with James Ulmer


Interview by Christie Kim, Photographs by Brian Willmont

Greenpoint Terminal Gallery: Your drawings are mostly focused on people and their movements. What fascinates you about people and how do you come up with these characters in your drawings?

James Ulmer: I have always been interested in drawing figures but most of the time, my drawings are not based on real people or real references. A lot of it is comic book influenced. I, also, have a collection of toys and cartoon references. I will often recycle my own images; blow-up drawings from my sketchbook and make larger versions based on them.



GTG: Most of the characters in your drawings, like in “Men with Hats,” are in a continuous motion or performing repetitive gestures that seem to require a lot of meticulousness and patience. Do you worry that you might have OCD? Do you spend countless hours people-watching? How does your creative process work?

JU: The drawings are defiantly not perfect, so I don’t think I have OCD. There is a lot of variation between each character so it keeps me interested in the drawing and keeps it fun. I don’t find myself people watching much, people are not usually my main source of inspiration for my drawings. My creative process is pretty simple, I don’t plan much out before hand. I might have an idea of what I want to do but most of my drawings are done free hand with some parts of the composition measured out. This allows me some structure but I can, also, be spontaneous within the drawing.



GTG: Some of your drawings remind me of Chris Johansons paintings of people. Did he have any influence in your work? Any other artists that inspired your drawings?

JU: Chris is a super important artist to me. Recently, I have been learning more about Saul Steinberg and Dubuffet.

GTG: You were a part of an artist collective called Space 1026 in Philadelphia. How did you get involved with Space 1026 and how was that experience?

JU: I became involved in Space 1026 through a friend. I think it was a really great and important experience for me. I became exposed to so many different artists and met some of my best friends there.


GTG: How is the zine culture in NYC and how is it different from Philly? Ive been to the zine fest in Chicago and Portland and they were very different, from my memory. Chicago seemed more fast-paced whereas Portland zine fest felt like it was more like a friendly, small gathering. 

JU: In New York, there are more places and events to buy and sell zines. I’m not sure if I’ve even been to a zine fest in Philly but there are a lot of people making cool things.



GTG: Two years ago, you and Kris Chau did an art showing at a laundromat. Can you tell me a little about this project and do you plan to do more projects like this in the future?

JU: The show was actually in south Philadelphia in 2010, I think. That was a really fun show, people were dancing on top of washing machines. Kris and I were selling drawings out of dryers, it was great. I would love to do that again.


GTG: What upcoming projects or collaborative works do you have planned for 2014?

JU: I will be having a show in Philly at the Synderman Works Gallery in February.








Tom Fruin’s Watertowers Transforming the Brooklyn Waterfront // MASTER DYNAMIC

Working in the building on top of which one of your more seminal pieces of art is displayed is a rare perk not afforded to most artists. But Tom Fruin is not most artists.

“If you guys are interested, we could go up to the roof,” is one of the first things Fruin says to us upon our arrival at his Dumbo studio. “You can see it better from there.”d30ab73e080f81168fed8ec7b9238365019de160_blog_tomfruin_01

The “it” Fruin is referring to is Watertower, the contemporary artist’s first in a series of public sculptures that have appeared along the Brooklyn waterfront in recent years: one here in Dumbo, one in Brooklyn Bridge Park, and a third in Greenpoint. Made up of steel and salvaged plexiglass, Fruin’s brightly colored, stained-glass-like water towers were made for the public eye.

“I’m not looking for an ‘art’ audience,” Fruin says. “I really just want to reach everybody.”


A look at the inside of Watertower. Photo by Robert Banat

So why water towers?

“Being sort of a New York transplant, [the water tower] is a symbol, I thought, of New York.” Fruin is originally from Los Angeles, and moved to New York City in the ‘90s. “It’s casual, it’s cool, it’s made of wood, it’s round—I got drawn to it. It seems like a place for humanity within the urban environment.”


Inside Fruin’s Dumbo Studio

And that urban environment is incredibly important to Fruin and his work. “The city’s my thing,” Fruin enthuses. This comes through not only in the form his work takes, but also in the materials he chooses to use. “If I were in the country, I’d probably be making stuff out of leaves or whatever.” Instead, Fruin has chosen materials that are easy to come by in a place like New York. “For me, there’s no canvas, no paint; everything that I use generally is because it’s free. I’m pretty scrappy. I’ve become the guy—the sign guy, the plexi[glass] guy. People just deliver it to me. They don’t know what to do with it, so they leave it on my door and I find it. I’m making things out of what I know.”

When asked what his advice would be for up-and-coming artists and creatives, Fruin says, “Wake up early and just hit it hard. It’s mostly about luck; I mean, that’s probably the unfortunate reality. But if you wake up early and hit it hard, then you’ve got a chance. Keep going. Most famous artists are not that talented necessarily; they’re just persevering. I noticed this even as a youth. People [who would] keep working, keep pushing. And that’s what I do.” Given we’re a blog who took our name from the theory of The 10,000 Hour Rule, we can definitely relate.


Fruin’s work-in-progress

After spending some time in Fruin’s studio, we take the artist up on his offer to see his nearest Watertower up close. “I’m a rooftop guy,” Fruin explains in the elevator on our way up to the roof. “Like a cat. I like to go on the roof and see what I can see.”

On this particular rooftop, there’s a good amount to see. We clamber over a rail, walk along a ledge, then climb up a ladder until we’re standing right across from the first Watertower, which is impressive in and of itself. Add in the sweep of the Manhattan Bridge, the East River, and the Manhattan skyline behind Fruin’s sculpture, and it’s a view that really can’t be beat.


Fruin in front of his Watertower

What’s it like getting to go to work and see your own art right there, every day? we ask the artist.

“That’s the coolest thing,” Fruin says. “I actually get a lot of emails and posts on Instagram, people on the subway, going across the bridges, saying, ‘that’s so meaningful to me, that your thing is up there’.”

There’s no doubt that Fruin’s work has changed the Brooklyn waterfront and New York City as a whole for the better. So what’s next for the artist? “I have a piece I want to make for Detroit, which is a smokestack. Then I have a piece for L.A. which is going to be a billboard. It’s what you don’t notice that’s emblematic of a place. And what you don’t even respect. It might be a dumpster, or a mailbox—who knows? But I think there’s a way to celebrate that.”