Paul Loya Gallery



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by Kate Messinger


Gordon Holden at His Cousin’s Place

March 3 – 6

Our favorite artist/disruptor Gordon Holden is back with Consume Cool City 2k(infinity), a mash up of art, capitalism and house party hyjinx. We don’t know much except that this high rise takeover, fully branded with the Holden’s Consume Cool logo, needs to be seen in person (if you can find it). For some hints follow along on Instagram.


Consuming Miami

January 26, 2016

Scrolling through Gordon Holden’s website it’s hard to tell what is art, what is product, and what is just a big joke. But the California based artist isn’t trying to choose one path, his irreverent, pop art products are consumable and never take themselves too seriously. His installation of bizarro humanoid trees at PULSE art fair showed off his branded motto, Consume Cool written in the style of the Coca-Cola logo, perfectly. We spoke to Holden about his art products, the best things he saw while in Miami, and just why the shock value of the Art Basel experience has started to wear off.

What’s the concept behind Consume Cool? Do you think of your art as a brand?
Yes completely; we live in a world of branding and the challenge is no longer informing, but using/responding to taste. Everyone knows what Coca Cola is. And it is as natural as a house plant.


The line between the product and art seems to be blurred in your work. Do you think of the products you sell via your shop, such as a gold dustbuster, or a one hundred dollar bill for $100 or a tee shirt, all as art, or is all the art a product?

Everything is a product, and brands are aiming to make products that are practical in order to make our lives more convenient than they already are. Art in today’s world is to question that convenience. So in a way my work is art as product.

What are some of your favorite and least favorite things about going to Miami for Art Basel?
Definitely: the Cuban sandwiches, going on yachts, the VIP parties and seeing all the internet art people IRL are my favorite things, the blisters on my feet from walking so much are my least favorite things. Although I did get 2 pairs of $1 socks at CVS that are making my experience more enjoyable. I also like swimming in the ocean.

Is there anything you’ve seen here that has shocked you?
Not so much shocked; the first time I came to Miami for Art Basel I wanted to be shocked, and I was. This time around, the shock value has somewhat faded, but the art and people that converge on Miami for Art Basel still bring the excitement.


What’s next beyond the Miami madness, what are you working on?
I’m working on a Consume Cool camera app that I will be releasing in winter 2016; I’m also releasing another Consume Cool project that includes exclusive products and colorways for museum shops.

Matt Maust Limited Tees

Matt maust is man with many creative hats, from music, to painting, to even t-shirt creator. A personal lover of a good broken-in Tee, especially with obscure pop references, Matt Maust hits all the right notes with his wears. These stone washed t-shirts will thin and fade with more and more wear until they become apart of you.
Limited to an extremely small run of 2-3, we only get 1 0r 2 from him at a time and then they are sold out until a new run. Sizes are limited so get them while you can. They run a bit snug. Email us for purchase.

Size Small

Size Medium

Size Medium SOLD

Size Medium


2015 Thats a Wrap

Thank you to everyone for this amazing year! we are excited for 2016 and whats ahead for our program! Cheers to 2016!