Today we’d like to introduce you to Grela Orihuela.
Grela, please share your story with us. How did you get to where you are today?
I began my career in fashion. I had just graduated from NYU”s Tisch School of the Arts with a degree in Fine Arts and had always considered fashion its own art form, so the opportunity seemed very fitting. Styling editorial shoots and working on fashion shows was my early tutorial for curating art shows and producing events. One of the projects I worked on was a film that featured the top 10 American Fashion Designers paired with the top 10 American fashion models. It was exhilarating.
That led to producing TV commercials and then to broadcast television, including as a producer at WABC-TV creating lifestyle content for the news, executive producer at Telemundo Network, and as independent producer of Spanish-language programming (I’m Cuban, raised in NYC).
While at Telemundo I was asked to produce a live concert for television and the electricity of Rock & Roll lured into me the music business, which as crazy as they say the music industry is, it certainly was a roller coaster but also the most disciplined production experience I had ever had!
Because of my experience in Spanish language media and music production, I was asked to produce a live event for a corporate client and I very much enjoyed the “live theater” quality of it so I moved into corporate media, founding The Show Works with partner Bill Bilowit to produce large-scale global corporate events, entertainment, trade shows, videos and multimedia. Producing hundreds of marketing and promotional projects, such as international dealership conferences for Sony Corporation in Paris, Vancouver, Hawaii, Mexico and Los Angeles, with in-venue concerts by music artists such as Tony Bennett, Celine Dion, Julio Iglesias, and Cyndi Lauper.
All along, having a passion for art and of course film making and event production, I co-founded and am the Executive Producer of Wet Heat Project. For 12 years, Wet Heat Project has been producing independent and commissioned documentary films about artists and art professionals, and also develops special events.
I independently curated the 32-artist “Home: Dream Home” concept installation show and multi-artist video programs for NADA Miami Beach, NADA Hudson, Vanity Projects in New York City, Art Wynwood Contemporary Art Fair, Arte Americas, and the Los Angeles Art Association for Art Basel Miami Beach.
After curating the multi-artist video program for the inaugural Art Wynwood fair, I was asked by the Art Miami group to come on board. As the company expanded, so did my role. Over the seven years I was with the organization I served as Head of Exhibitor Relations and Special Projects and Programming for the portfolio of fairs and then became Director of the Art Wynwood and AQUA fairs until I resigned in 2018 to return to producing my own events.
I had a vision for how I wanted all these art forms that I have had the honor to be involved with come together in an expression of a lifestyle.
So, I opened 1meter50 to produce in-depth art experiences, providing development, advisory, strategic planning, and full-service direction for art fairs, special events, exhibitions, private collections, and multimedia installations.
And – I developed PLACE Project Group which creates nomadic, site-specific art and design experiences across the US bringing a fresh approach to how a collector experiences and engages with visual art, furniture design, jewelry design, fashion and music… PLACE Miami – Preview Edition had its debut in the heart of the Miami Design District in May and runs through July 25. Additional cities for these intimate, engaging projects are in development for Fall 2020 and into 2021.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road has certainly been winding but I would say overall, quite smooth. If you’re open to change, to accepting challenges and to being fluid and flexible to see where the road leads you, you’ll be surprised where you can go!
Please tell us about PLACE Project Group.
PLACE is more than an art or design fair. It’s a custom and exclusive curated occasion that does not replicate an art fair model – but complements it. The work is assembled to bring together a group of artists to start a conversation. Now more than ever we need stimulating, sensory dialogue to remind us how art and design fulfill our lives.
PLACE is a space that evokes a lifestyle and the essence of a home, where the visitor feels engaged and can easily envision how they might live in that space.
PLACE Preview is the virtual way we bring artist groupings to our collectors at home. Because if our guests can’t come to us, we’ll go to them.
Because we all live an artful life.
Is there a characteristic or quality that you feel is essential to success?
The fact the I never stop looking. That I always want to do better.
I believe (most) everything happens for a reason and I believe in serendipity and good fortune. I’ve met so many amazing people and I’ve worked and collaborated with people I truly respect. And when I’ve been involved in a project that I don’t quite feel as much, I take a lesson from it. So in the end, all experiences are worthwhile and part of a journey.
My laptop screensaver is a black and white photo of Bette Davis with a quote of hers that is my mantra and daily reminder to strive.
“Hell is lowering your standards and getting comfortable with it”.
Contact Info:
- Website: placeprojectgroup.com
- Phone: 786-253-9253
- Email: grela@placeprojectgroup.com
- Instagram: @placeprojectgroup
Image Credit:
Photo of Grela Orihuela – Rocco Ceselin, Painting – Courtesy of Julian Cardinal and PLACE Project Group, Painting – Courtesy of Gavin Perry and PLACE Project Group, Video Frame – Courtesy of Hush Fell and PLACE Project Group, PLACE Miami facade – Courtesy of PLACE Project Group, Grouping – Courtesy of Julian Cardinal, Vivian Carbonell and PLACE Project Group, Grouping – Courtesy of Julian Cardinal, Vivian Carbonell and PLACE Project Group, Seesaw – Courtesy of Vivian Carbonell, Banner – Courtesy of Tawnie Silva and PLACE Project Group
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