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Yvonne Force Villareal Doreen Remen Photography by Tatijana Shoan Photography by Tatijana Shoan Styled by Rinagrace Sapang Styled by Rinagrace Sapang Hair by Rudy Martins Hair by Rudy Martins Makeup by Asif Zaidi Makeup by Asif Zaidi > Belstaff leather poncho coat > BOYY bag Lisa Perry black coat Ash boots L.A.M.B shoes Yvonne Force Villareal Doreen Remen 110 AS IF / ISSUE 6 AS IF / ISSUE 6 111 a longer lead-time; our projects have shorter lead-times so we need to raise money through corporations. We go to companies and say, “This is a branding opportunity for you, it’s a great creative event with unique content.” We bring companies on as funders that way. We raise our own funds by creating limited editions. It’s been very low bureaucracy and high creativ- ity in developing Art Production Fund. Along the way, we’ve always been self-analyzing. AS IF: You mentioned other organizations; how do you differentiate yourself, for in- stance, from Public Art Fund? YFV: We have an incredible amount of respect and admiration for the work Public Art Fund does, they’ve been around for a long time and they primarily work in NYC and the boroughs. > > We wanted to work nationally and now even Global Rainbow, On the first chilly day of fall this year, I went to IMAGINE PEACE by Yoko Ono AS IF: What inspired you to start Art Pro- increasingly internationally, so we’ll work wher- After the Storm, by presented by Art Production Yvette Mattern presented by interview the Co-Founders of Art Production Fund as part of the Times Square duction Fund? ever the artist’s project needs to be. For us it’s Art Production Fund and The Alliance public art program. Standard, High Line. 2012 Fund, Yvonne Force Villareal and Doreen Remen September 21, 2012 whom we’re working with and why it needs to Photo by James Ewing Photo by James Ewing at Doreen’s apartment, which is filled with an Yvonne Force Villareal: We met on the first be in that location. extraordinary and eclectic mix of avant-gardist day at the Rhode Island School of Design, we contemporary art. became great friends and eventually started AS IF: What is your definition of art? working together. Around ‘95/’96 we start- When you enter Doreen’s apartment, a large ed developing a project with artist Vanessa DR: Art is about self-expression and commu- Rob Pruitt Glitter Panda immediately greets Beecroft called Show, which was a three-hour nication within a framework of language and you. It made me think of something the art- performance at the Guggenheim, which we history. ists said in an interview with James Franco in presented in 1998. Over 1,500 people came, Interview magazine: there was a major article by Roberta Smith in YFV: The projects we commit to are in a dia- The New York Times the next day, and people logue with art history, but also a dialogue with “I wanted to make the statement that art is really either loved it or hated it and thought it was what is happening, so that it is highly acces- a lot more accessible than most people would either anti-feminist or the new way of feminism. sible. What is art? It is a way to communicate imagine—that it’s not completely inscrutable It was for us a catalyst in starting Art Production something that you cannot put into words. and esoteric and just for the rich and educated. Fund. Number one, we realized how much it It’s an important means of an alternative cul- In the end, art is really just about developing created a platform for Vanessa Beecroft who ture and society, and of empowering people. a sensitivity to your environment and making was a very strong emerging artist, and simul- That’s why we believe art needs to be in the comments about the world you’re living in, in taneously it made us feel like what we were public realm, especially in an art world that is a beautiful way.” doing was something fresh. We were getting sometimes considered increasingly elitist. Art Interview By Alice Bennahmais Alice By Interview behind an artist’s vision and fully executing it, is about transcendence. You can connect to an It sums up nicely what Art Production Fund is fundraising, securing a venue, and present- artwork and it brings you to another dimension. all about—making art accessible by putting it ing it. We went in with this super fresh eye At Art Production Fund, we are very interested into the public realm. There is an entrepreneurial tion Fund, which is a non-profit, deal with the and made it happen. Afterwards, Doreen and I in a higher level of consciousness, and we do spirit in how Yvonne and Doreen do that—they pure art projects. In any event, all proceeds did comparative studies with other non-profits commit to works that have that transcendent take risks, and they are extremely nimble. It from their various ventures always go back to and really analyzed what we could do best, element in it. works, because of a simple formula: 100% fund the public art projects. Secondly, Prada and after doing our research, we co-founded integrity (and, I might add, 1000% passion). It Marfa, the pair’s only permanent project (and Art Production Fund, and we got our 501(c)(3) has allowed them to pioneer a business model which has just received museum status) serves status in 2000. that is now ubiquitous: exploit the cross-over as the perfect metaphor (and rebuttal) of the appeal of art and brands—especially high-end sometimes uneasy relationship of art and com- Doreen Remen: We got started in a very organ- brands—to fund their public art projects. merce. ic, natural way. It was a very personal endeavor; we didn’t have a set of strict guidelines. Yvonne The latest symbol of this trend is the magnifi- Ultimately, Art Production Fund projects are had someone who could put in some seed cent Frank Gehry-designed Fondation Louis about transcendence and peace, about the money for Art Production Fund, and we started Vuitton. When Yvonne and Doreen started APF emotional space that we access through art, doing projects immediately. We developed Art fifteen years ago, they received some flak for which is available for anyone to experience if Production Fund as we worked. We realized blurring the lines. They are unapologetic—for art is placed in a public environment. With that we just need a core group, maybe us two and one, because there is now so much demand mission, Yvonne and Doreen are, once again, one other person so we keep our overhead very by brands that they set up a for-profit venture, profoundly related to what resonates right now, low. We started to see that we really can’t get Culture Corps, to handle it and let Art Produc- and for the next generation. grants, which are usually for projects that have 112 AS IF / ISSUE 6 AS IF / ISSUE 6 113 AS IF: Was art always a passion of yours? AS IF: I am interested in the commercial with us and artists’ images were directly on aspect, many of your projects are in Las the surfboards: Scott Campbell, Richard Phil- DR: Yes, my grandfather was an artist, Avraham Vegas, which is a very commercial place. lips, Lola Schnabel, Raymond Pettibon, Gary Binder, and he was one of the first Israeli art- Simmons. It’s always benefiting the public art ists. My mother is also an artist so I grew up YFV: A lot of museums have started there, and projects. We took a lot of chances and we were with their paintings all around our house. But closed, so it’s an interesting place to bring very much one of the first organizations to really I became most connected to art through the culture. The Cosmopolitan of Las Vegas asked start blending those lines. Now, 15 years later, board game “Masterpiece”. I played it when I us to do the public arts programming in their there are so many and nobody honestly cares was eight, and there I saw all of the master- venue. All the projects we’ve done with them anymore. We have sometimes gotten close to pieces like Hopper and Cezanne, I loved it! support our Production Fund and we do on- potential projects that would have brought us going research to bring the best projects with down and we haven’t gone forward with them, YFV: I was a bit of a nomad as a child, I lived artists that can naturally work in such an envi- thank god, but you have to be very discerning in many different locations and one of them ronment. We invite the artists to do a residency and very selective, because so many mergers was in Key West where we had no television, program on a monthly basis, but we only invite of corporate and fine art in my opinion dumb art and so I drew constantly, and I became very artists who we know would want to work in down and don’t work, they’re forced. Doreen, good at drawing without even going to art a highly public residency on the third floor, Cathy [Freemont, APF’s Director], and I have school. And even though my grades weren’t and it has been so successful. Then we invite different points of view, and we care about so great I got into RISD because my portfolio artists every six months to do a video on the each other’s perspective.
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