Eugenia Güeto Gómez

31 Oct

Written By

SOL spent some time speaking to Eugenia Güeto Gómez, the multidisciplinary Creative behind Oeh Studio.

The talented Eugenia spoke to us about her time at Esprit, her first encounter with the Benetton campaigns by Italian photographer Oliviero Toscani, her vision of a Vibrant Ecosystem/Tribe and how Irving Penn, JACQUEMUS and Rothko can give some insight into the different nuances that live within her.

You can keep up to date with the world of Oeh Studio @oeh_studio and view more of the Studio’s dreamy work on the official website here

Growing up has creativity played a big role in your life?

Growing up as I kid I had a lot of imagination and was able to build stories and play on my own. Nevertheless, I was not stimulated in creativity and the arts as, in general, there wasn’t much interest in artistic musings at home. During my adolescence, I developed a special affinity for editorial photography, coffee table books as well as a fascination for apparel, architecture and design; you would always find me with a camera capturing moments.

However, I believe it was around the time when I turned 24 that I consciously opened the doors to a creative lifestyle, identifying and realising that this bohemian self-created form of understanding life was the only one that could work for me.

Did you always know that you would end up in the creative industry?

I think I always knew I needed to make a living with an occupation that was coherent with my ethics and my mindset and that, at the same time, could uplift my soul and keeps me feeling alive. But, no, I didn’t have it set in stone in my mind.

I guess it is also due to the fact that I have many different interests from anthropology and psychology to early age education, astrology and all the different arts disciplines such as architecture, fashion design, sculpture, interior design, photography, styling, music and so on.

One of your earliest memories that hugely impacted you and pushed you to your vocation?

I haven’t asked myself this question before, yet it made me smile to acknowledge that my values, ethics and aesthetics were already rooted in my persona when I was a kid; Without a doubt, I would say the ''United Colors of Benetton'' campaigns.

The work of the Italian photographer, Oliviero Toscani, shook society; so bold, loud and progressive with very strong and daring messages, released at a time when advertising was almost devoid of such depictions.

Benetton was one of the first apparel brands that bet for crossed borders and social improvement, making a positive impact in the world. Their campaigns promoted diversity of sexuality, race, gender- the type of advertising that has the power to make the unfamiliar, familiar; to inspire and expose the world to a new normal.

Putting my thoughts into words has made me realise that campaigns like these ones, with such a strong social and human aspect, are potentially the reason that pushed me to study a degree in Advertising & PR instead of a degree in the Arts, which would have been a more natural election considering my creative predisposition.

United Colors of Benetton, 1991, Oliviero Toscani

Tell us a little bit more about Oeh Studio?

Oeh Studio was founded last 2018 in Berlin and is a multidisciplinary creative studio run by me, Eugenia Güeto Gómez, it focuses mainly on art direction, set design, styling and production of photo shots for modern contemporary publications as well as labels within the fields of art, clothing, food, architecture, design and culture.

Currently working internationally on both, personal and commissioned projects, with a strong drive for engaging with mindfully driven projects and sustainable & artisanal initiatives. Oeh believes in a conscious lifestyle as well as in growing through dialogues and collaborations with other artists, curious minds & creative thinkers.

You have a nomadic spirit, a wonderful quality in these modern times. Tell us a little bit about this and how these diverse cultures play throughout your visual aesthetics?

I believe my nomadic spirit started to ask for attention, progressively, after the semester abroad in England and the summer season working in a multi-brand boutique in Mykonos. It was after that period when, determined to experience Scandinavia, I decided to do an Erasmus year in Sweden, in order to feed my lust towards the Nordic Countries harmony, design and architecture as well as to absorb some of their progressive ways of thinking. Right after, a job in the Communication & Image department on a multinational company in the Fashion Industry, took me to Germany, where I remained for over four years.

I spent my last period in Berlin, a vibrant ecosystem on its own; a space for innovators and game changers, for creative breathers and arts addicts.I felt completely in love with the city and its infinite opportunities yet I thought that before ''settling'' and putting down roots in one place, I needed to explore how it feels to live in Asia. Specifically, I was attracted to Japan due to its exoticness, calmness (being one of the the world’s safest countries), and their very specific contrast in between traditions and future. Also, in terms of design, architecture and aesthetics, I always though that Japan is the Scandinavia of Asia. So during last winter/spring, I spent a few months there.

Although I am originally from Spain, that does not define who I am. The exposure and contact with this wide multicultural spectrum has had a tremendous influence on my perspective of how I understand the world, and is now part of who I am. Ultimately, this is reflected in my visual language which is not static but rather an exploration into how different artistic disciplines, cultures and techniques can merge together and produce a greater and more enriched outcome.

As someone involved in aesthetics and visuals, how would you define your definition and relationship with Aesthetics?

I believe aesthetics is somehow intrinsic in my system, my day to day routine, my wardrobe, the places I choose to visit, my buying choices, the music I listen to, the spaces and the people that make me feel at home. As I know myself better and listen to myself more and respect my needs, I pursue a life that is more coherent in relation to my ideals and my mindset, with that I mean that I tend to choose quality over quantity and include freedom, poetry and beauty along all the steps of the way. And that is what I believe the aesthetics of my work speak about purity with a modern contemporary visual language and progressive thinking yet with a clean/simplistic approach.

Creative Direction & Production Eugenia Güeto Gómez, Oeh Studio in collaboration with Fanette Guilloud from ocré studio for Maria Morgana a label from AVMM Store.

Take us through your creative process when working on a new project.

I like to immerse myself in each project as if it were a completely new experience and an opportunity to grow from. I tend to take my time during the research phase, drawing inspiration from everywhere both consciously seeking an outcome and just from my everyday life. I use all different mediums available, from magazines, movies, phone notes, the last visit to the museum, my camera roll or the mundane conversations with my sisters on a rainy sunday afternoon.

After that comes the selection process which I do by applying a thoughtful criteria. Most of the time that means choosing artworks and references that speak to me, others that I simply love, although from an executional point might be far for from reach in terms of resources or budget, as well as references from other disciplines that elevate and complement the abstract of the specific concept I am working on. This is then followed by an introspective time to digest all the information and give birth to the details, expectations and direction of the concept; creating a document that will serve as the main reference for the whole team involved in the project as well as the starting point to come back to when loosing the vision during the creation process.

For this creative phase, I tend to work non-stop for as much time as I need (and have) until I give birth to the exciting and complex - yet simple- idea I trust I will be proud of. And then, of course comes to team casting, location scouting, props arrangement, the production itself, the postproduction, selection and all the final touches. To me, the project does not come to an end until is published.

How do you perceive your role as a Multidisciplinary Creative?

I strongly believe that creative people speak the same language, hence, it is much easier for us to ''connect'' and relate to each other. I would love to potentially create what I called a Vibrant Ecosystem/Tribe, a social group of creative talented human beings with different backgrounds, nationalities, race, culture, mother tongue, style BUT with one thing in common, a mindset of values, aesthetics, standards and ethics that we all share. An organic, supportive, exciting, adventurous community of open minded and mindful creatives.

I have a deep devotion for many different art disciplines and my approach to creative direction and art curation is multidisciplinary, meaning that what I find enriching is mixing different art fields, for instance, if there is a fashion shoot with a collection of fluid long fabrics, I would love to incorporate dancers; If I am working with kids, I would love them to play inside an architecture/interior space that speaks about freedom, potential and possibilities; if the concept is about femininity, I would like to bring in a florist and a poet; etc.

Does this vision also reflect in your other project SOFT SECT?

Yes absolutely! SOFT SECT, the Art Curation Platform I am running parallel with Oeh Studio, speaks about the same ideal of an Arts Collective. The meaning of the name is supposed to present the project as an invitation to feel part of a group of adherents of a specific ideological doctrine, in this case the “credo” is the whole artistic universe.

Although the platform is currently purely Digital, I would love to take it to real life in the future with the idea of potentially curating events and exhibitions for both galleries/museums as well as bringing closer the Arts & Culture to other fields such Education, City Council Cultural Programs, Modern Concepts/Labels, Social Clubs, etc.

Art Direction Eugenia Güeto Gómez, Oeh Studio , Photographer Diane Betties for INFRINGE Magazine

Do you believe in Creative Collaboration and if so, are there any creatives and/or brands you would like to work with in the future?

Yes, totally. I believe in growing through dialogue and collaboration with other artists. Merging different talents, ideas, mediums, etc. makes a project more innovative and unique. That being said, for me I tend to apply '' better together, if not together, then better alone'' as we need to choose wisely the people to whom we give a seat at the table. From my point of view, for a successful creative collaboration, it is very important that the people involved have the same frame of mind and are, egos aside, willing and able to co-design and co-create.

In terms of creatives/brands I would love to work with, I draw inspiration from many different fields and there is so much talent worldwide, since the spectrum is quite wide and abundant I would name a few scattered personalities from diverse roles within the fashion industry. In terms of fashion designers a few of my latest obsessions are Rejina Pyo, Simon Jacquemus, MY812 and Simone Rocha.

On the other hand, the independent digital and paper magazine spectrum is exhilarating, there is a infinite list of platforms and magazines that are doing a great job; that being said, I would be completely thrilled to create projects with, among others, Luncheon, Kinfolk & Nowness. The same is happening in the photography scene, there is so much talent out there, but just to give a few examples of artists I would love to team up with, Issac Lam, Zhang JiaCheng, Tyler Mitchell, Matteo Montanari, Zoë Ghertner,Brianna Capozzi & Bibi Cornejo Borthwick. And in regards to Fashion Director/Stylists Alexandra Carl, Suzanne Koller & Robbie Spencer are some of the greatest icons.

What have been some of your professional highlights thus far?

I have been working on my skillset in a whole range of areas that include Styling, Art Direction, Graphic Design as well as improving my experience in Creative Direction and Art Curation. More specifically, I have over three years of experience as a Social Media Manager, Editor and Content Producer at retail/clothing company ESPRIT.

Whilst Oeh Studio has had editorials published in INFRINGE Magazine, AnyoneGirl Magazine and MOLD Magazine, and has create image projects for Ivy & Oak and Maria Morgana | AVMM, among others.

However I believe I am somehow still in the beginning face of my creative career and therefore very much looking forward to continuing to create, to grow and am excited about all the opportunities ahead as well as to see how the future will unfold.

Creative Direction & Production Eugenia Güeto Gómez, Oeh Studio in collaboration with photographer Fanette Guilloud from ocré studio and Set Designer Ria Suarez for This is MOLD Magazine — Creative Direction & Production Eugenia Güeto Gómez , Oeh Studio in collaboration with photographer Fanette Guilloud from ocré studio and Set Designer Ria Suarez for This is MOLD Magazine

Where can one creep on your work and the life of Oeh Studio?

One can reach out via email hello@oeh-studio.co and have a glimpse of Oeh studio’s world on its Instagram page, @oeh_studio.

Are there any exciting new projects for you on the horizon that you would like to mention?

I just came back from an unforgettable Art Residency Program with artist, host and mentor, Antonio Murado, who opened the doors of his studio at Mana Contemporary Arts Center in New Jersey and let us play and create. Galeria Vilaseco together with Carlos Quintáns and their initiative 12 Miradas: Riverside , selected twelve artist in total to be part of the collective experience in which each of us participated individually in a workshop which navigated around the idea of : copy, original, version, homage, influence... and all the degrees involved in the relationship between our work and the work of others.

Moreover, I have been recently selected to take part in another Art Residency in Florence with Numeroventi at the end of November/beginning of December, and am very much looking forward to it!

Finally if you could be summed up in one image, yours or another’s, which one would it be and why?

I feel that this is difficult to narrow it down my vision and aesthetics into a single image. Personalities have many layers and are much deeper and more complex, one visual would only reflect a very superficial layer. I would like to mention three images that are very evocative to me.

"L’amour d'un Gitan" from the JACQUEMUS Winter Campaign 2016 photographed in Camargue, in the South of France by David Luraschi because of its intensity, its proximity to the ocean and its natural human body approach.

''Modern Family'' photographed by the virtuous Irving Penn in 1947, for the poetry and elegance of the image, for all the distinguishable elements of the composition, for the sarcasm of the title chosen, for the little one ''breaking free’' and the singular strength and individuality of each of the family members.

And last but not least, ''No. 6 (Violet, Green and Red) -Oil on canvas’' by Mark Rothko, painted in 1951, for the vibrancy of the colours which speak to me about greater days, full of sun, hope, blue skies, nature, the courage and determination to allow yourself to be you.

"L’amour d'un Gitan" JACQUEMUS F/W2016 Campaign, Camargue, David Luraschi

No. 6 (Violet, Green and Red) -Oil on canvas, Mark Rothko, 1951

Eugenia Güeto Gómez

Lara Klawikowski

AVYN