MartÍn Ferreyra
Martín Ferreyra was born in Córdoba, Argentina. He has a bachelor’s degree in psychology and is largely a self-taught artist. His work moves between painting and ceramics, creating a personal language that investigates identity, ritual, and myth— concepts drawn from the collective unconscious. Ferreyra has exhibited in residencies, festivals, and shows across Denmark, Japan, Paris, Spain, Chile, Uruguay, Argentina, Mexico, Canada, the United States and many other galleries across the globe. Now based in Oaxaca, he works from his studio in Etla, exploring new materials and collaborations with local artists in ceramics, textiles, and printmaking.
project overview
we present the ITAL Gen-Z Series, featuring a chaise from the La Pepino collection. With its sculptural plywood base and rich green velvet upholstery, this piece was captured by Ruben Ortiz in the home of Robbie Whitehead (2022), offering a fresh perspective on materiality and form.
Concept & Execution
The ITAL Gen-Z Series embodies a modern take on timeless craftsmanship, where bold aesthetics meet everyday functionality.
Designed to evoke both familiarity and novelty, this chaise draws from traditional furniture-making techniques while embracing a forward-thinking approach to materials and ergonomics.
Ortiz’s photography enhances this interplay, capturing the chaise in its natural setting within Robbie Whitehead’s home. His imagery highlights the way the piece interacts with light, space, and everyday life, emphasizing the seamless integration of function and artistry.
Art Direction & Visual designs
The visual storytelling for this project revolves around a sense of intimacy and authenticity. Set against the backdrop of a lived-in environment, the chaise takes on a dynamic presence.
Ortiz employs a cinematic approach, using natural lighting to emphasize the textures and contours of the chaise.
Conclusion
By blending bold materials, organic forms, and contemporary craftsmanship.
This collaboration underscores the role of perspective in shaping our experience of design. Through Ortiz’s lens.
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Jason Jägel
Jason Jägel is a San Francisco-based artist whose work uses storytelling to conjure fictional worlds where anything can happen at any time, like everyday life. His work is in many collections including the Museum of Modern Art - New York, Hammer Museum - Los Angeles, and San Francisco Museum of Modern Art, among many others. His 2019 public commission, The Author & Her Story, is a 13x34-foot ceramic tile mosaic at San Francisco International Airport. “I want to create a place with its own inner life and see what happens.”
