A MAGAZINE ABOUT ARGENTINA

Transcription

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Foto: Cleo Bouza para Virgen Films
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ENRIQUE MEYER
MINISTER OF TOURISM OF ARGENTINA
PRESIDENT OF THE NATIONAL INSTITUTE OF TOURISM PROMOTION
Argentina brings us together
I
welcome you to these pages
in the hop that they are the
preamble to everything great that
Argentina has to offer. This issue
of "La Che" is framed in one of
the most important events in the
history of tourism in Argentina,
the World Congress of the "International Congress & Convention
Association", which is being held
in Buenos Aires in 2015.
A few years ago, many regarded
as utopian the task of achieving
the positioning of Argentina as
one of the most outstanding destinations in Meeting Tourism. The
lack of commitment and conviction
against a task that was not impossible were perhaps the most
main obstacles at the time of
setting real goals.
Nonetheless, what today we see
as an anecdote is something that
should fill us with pride. Having
at present the world's most important congress carried out in
our country with its opening in
one of the most emblematic Ar-
gentine buildings, as is the Kirchner
Cultural Center is one of the most
important achievements of our
administration.
Argentina currently sits at No. 18
in the ICCA ranking, while the
city of Buenos Aires is the 21st
worldwide and number 1 in the
entire American continent. In addition, in 2014 we recorded meetings in all the provinces, in a total
of 281 locations, indicating the
strength of the development of
federal tourism in our country
which is accompanied by a strong
economic impact in each of the
regions involved. In 2014, Meeting
Tourism generated for Argentina
a total of nearly 20 billion pesos
with 4871 events across the country which mobilized more than
6.6 million tourists.
The great national and international connectivity that we have
today thanks to the service provided by our national airline,
AerolÍneas Argentinas, is another
key factor in the growth and con-
solidation of the sector.
We are confident that Argentina
will surprise you in every corner
and with every step. Our people
will make you feel at home and
will invite you to live unique
experiences. We are great hosts
and we are proud of it. We want
"Meetings in Argentina" to stop
being a segment and become
a concept, an idea and an inspiration regarding all we have
to offer. An asado, wine, wonderful landscapes or an embrace
between brothers is the added
value and it is that additional
bonus something that our country can incorporate into everything you need during your stay
in our country.
We hope you enjoy this magazine
which will invite you to take a
tour of some of the icons that we
believe may surprise you, inspire
you or make you fall in love just a
little bit more with Argentina.
Welcome to Argentina.
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SUMMARY
CHE.A MAGAZINE ABOUT ARGENTINA
YEAR 2 ISSUE 10
Who makes
"La Che"
Enrique Meyer
Minister of Tourism of Argentina
President of INPROTUR
Daniel Aguilera
Secretary of Tourism of Argentina
Roberto Palais
Excecutive Secretary
Ariel Cohen
Head of Operational Unit
E-Marketing and New Media
Sebastián Pérez Callegari
Design and Creativity Coordinator
Pablo Manuel de Lima
Press Coordinator
004_sumario#10.QXP_Maquetación 1 10/20/15 10:49 AM Page 5
6 / Art / Exhibitions, museums, apps and film festivals. Argentina always
surprises with its rich cultural offer. 10 / Rediscover / The pleasure of
having a good time, of going out, meeting with friends, finding style in
stores or showrooms, practicing outdoor sports, discovering new
designers. 16 / Gourmet / Fernando Rivarola and his wife, Gabriela Lafuente,
managed to create El Baqueano a restaurant whose offer is based on local
products. 32 / Experiences / Argentina is positioned as one of the leading host
countries in the world for conferences, conventions, trade shows, sporting
events and incentive-travel. 40 / Cover story / Axel Kuschevatzky walked the
red carpet in Hollywood more than once, first as a reporter and then as a film
producer. And he even had the fortune of wining an Oscar: A man with a trained
eye to discover stories. 48 / Take 10 / Methodical and perfectionist, Gaby Rocca
is one of Argentina's most renowned photographers. No celebrity has been able
to refuse posing in front of his camera. 64 / Impulse / Argentina was chosen in
recent years to host major events: learn about everything that happened.
Moreover, the growth of Nation Brand. 76 / Our own / La Martina is the national
company that represents the values of Argentine polo and it got its look to go
beyond the limits of that sport. 78 / Argentin@s / In science and art Argentina
is always on the forefront. That is why we met with Horacio Vogelfang, Head of
Pediatric Heart Transplant at Hospital Garrahan, and Fabio D'Aquila, one of the
founders of Fuerza Bruta. EXTRAS / 22 / Kirchner Cultural Center / The majesty
that once was displayed by the old Palacio de Correos is nowadays enhanced in
its new role as the Kirchner Cultural Center. A place to enjoy to its full potential.
58 / After Office / During the last decade, high-end cocktail industry has grown
exponentially in the City of Buenos Aires. In this article, we tell you about some
of the bars that cannot be missed. 72 / Marcelo Toledo / An artist by definition,
he is one of the most sought after silversmiths in the country and the world. He
is passionate about his work.
ART
art
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APP
Argentina Travel Guide
This tourist application of Argentina contains detailed information
of the regions that make up the country and their tourist attractions.
Through its more than 200 experiences, people will learn about our
country in a different way, with useful travel information and tools
such as: map, directory of the main tourist services, weather,
airports and the possibility of putting together a personal itinerary.
The travel guide is available in Spanish, English, Portuguese, Italian,
French and German, both in the AppStore and Google Play.
+info: http://bit.ly/ArgTvlGuideApp
EXHIBITIONS
Pérez Celis,
American testimony
Fine Arts National Museum
This exhibition traces the American imprint this artist le in his
poetry; for this reason, although there are more than seventy
works from different periods, it is not a retrospective exhibition.
This exhibit shows the force that became Perez Celis identity with
land, expressed through gesture, matter and color. The curatorial
script prioritizes his work on visual vocabulary.
+ Info: mnba.gob.ar - City of Buenos Aires
New pieces.
Putting the museum together
This is the fourth exhibition being held in the MAR (Museum of
Contemporary Art of the province of Buenos Aires, in Mar del
Plata). It is a tour that includes not only new acquisitions, but it
also integrates the major interactive works that characterized the
inclusive and playful spirit of MAR.
+ Info: http://museomar.gob.ar
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ART
MOVIES
Bafici
It is one of the most anticipated activities of 2016. In just two
weeks more than 400 films will be screened and more than
380,000 spectators will attend 1090 functions. Because these
are the numbers le• by the 2015 edition, and Bafici always grows
year a•er year since its inception.
+ Info: http://festivales.buenosaires.gob.ar/2015/bafici/es City of Buenos Aires.
Mar del Plata International
Film Festival
Organized by the National Institute of Cinema and Audiovisual
Arts (INCAA), this festival promotes the film industry in all its
forms. From October 30th to November 7 films from various
places, diversity of subjects and styles will be screened.
+ Info: www.mardelplatafilmfest.com
BOOKSTORES
El Ateneo
Grand Splendid
On Santa Fe Avenue, just meters
away from Callao, in the neighborhood of La Recoleta, in the city of
Buenos Aires, is one of the most
beautiful bookstores in the world,
at least according to The Guardian,
the British newspaper. Its uniqueness is because decades ago it was
the Grand Splendid Theater and
when it became a store it was
restored and retained all its internal
architectural structure. This is the
reason why everyone deserves the
pleasure of going to this bookstore,
taking a book and escaping from
the noise of the city for 5 minutes.
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Bicentennial Museum
Through an audiovisual tour 200 years of history can be covered,
from the "Revolución de Mayo" of 1810 to 2010, the year of the
Bicentennial. Each arc shows a selection of the most important
moments in our history, each accompanied by personal objects
of the historical figures. City of Buenos Aires.
+ Info: www.museobicentenario.gob.ar
Whisky Malt Argentina
The museum has three floors which where on the first floor the
whisky shop functions, where one can buy bottles of whiskey from
the widest range of products in Latin America. On the second floor
there is a restaurant and lounge bar, with the largest whisky bar in
America. Finally, on the third floor is the museum itself, with over
3,000 bottles to dazzle visitors. City of Buenos Aires.
MUSEUM
Malba
The Museum of Latin American Art has an amazing permanent
collection which is a unique heritage in the world; it gathers
works of the main trends and movements that characterize the
art of the region, from Mexico and the Caribbean to Argentina.
In addition, the museum has film screenings and sells design
items in the shop. City of Buenos Aires.
+ Info: www.malba.org.ar
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REDISCOVER
BY DENISE SKURNIK AND MARYSOL ANTÓN
The
bliss
of
enjoying
pleasure
Argentines like to have fun, but
not just in any way: with friends,
family and enjoying traditions,
but also what is new. We look for
trends and we value what gives
us identity. We create, recreate
and delight.
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We have the obelisco, the four
types of climates and the best of
the best: "Diego". We also boast
the widest avenue in the world,
the abundance of the Missionary
jungle and Iguazu Falls, the cold
of the glaciers and the most
flavorful wines. And, of course,
Sundays are reserved for the
asado. In addition, we never stay
still, a weekend may begin in the
early evening on a Wednesday
and end on Monday at dawn, and
the best part is that our country
has countless options to keep us
busy all that time. No matter
what your preference is (relaxing
in the countryside, art, drama,
outdoor sports, design) you will
surely find something in these
lands that will "blow you away."
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Fnotoranstarters,
in Argentina being fashionable is
alternative, it is almost innate. This is far
from meaning we all wear the same, quite the
opposite: every "tribe" choose their aesthetic, and
are not shy when creating it, we like it to identify
us. That is why design has gained so much
importance in recent years and circuits multiply,
gaining ground in the various geographical areas
of the capital and in the provinces.
Shopping is always a welcomed break. Where is
the gratification? It is not in the act of buying, but
in finding that different piece, discovering the
shop that nobody knows yet and that "is way too
cool". What Palermo set as a measuring standard
a decade ago, today germinates in private showrooms (the kind that people have to ring the bell
and go up an elevator to reach them) and design
fairs people find out by word of mouth. Furthermore, it is evident that many fashion designers
have adopted a philosophy of environmental
awareness and communicate it to their customers. In that way, currently we can wear designs
with organic fabrics, garments with applied
technology (from jackets with small solar panels
to charge cell phones and cameras to materials
that repel odors) and which were produced
through fair trade.
Once we have achieved the look, we are ready to
continue on that course. Of course, Teatro Colon
remains one of our greatest symbols, but we also
enjoy going to small theaters, so small they fit
into a house's living room. Yes, to enter one must
first ring the bell and then buy the ticket!
Obviously, every evening aer-office bars and
clubs are filled with patrons. What is the best?
Going up to the bar: the drinks show how much
we like to try new flavors. To delve deeply into this
world you have to skip some pages!
Whenever there are two off days in a row, the road calls
out to everyone and a road trip is promptly planned.
One of the most seductive options is polo, which
combines two major qualities: adrenaline caused by
sport and an asado roasted crosswise. Luckily, there is
no shortage of polo fields, even in the snow.
Furthermore, gastronomic routes are also a big
draw: from the wine route in the north and in the
south, to olive groves, mate and more.
There are many opportunities to enjoy, because they
give us so much pleasure.
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REDISCOVER
Meanwhile, Romina Cardillo had
made her first steps with Nous
became an exponent of new fashion.
True to her convictions, her garments
are made free of materials of animal
origin, and she intendeds to increase
awareness of Argentine industry
through joint efforts with various
indigenous peoples of the country.
The only thing missing now are the
accessories, and we do not need to
go to the MoMA in New York to buy
them (although they are sold there as
well). Perfectos Dragones is a group
Shall we shop?
The fashion industry has
also undergone a great expansion,
Thanks
to the existence of multipurpose
stores and private showrooms.
Blackmamba is one of those
brands; by the hand of designer
Bianca Siconolfi and her partner Julia Ramos,
they experiment with
different materials,
including national leather.
of Argentine designers who dared to
break the boundaries and thus
became prominent in the jewelry
world, although with non-traditional
materials.
When looking for items for your
home, you can not miss Tienda
Palacio. It was one of the pioneers
establishing its first store in Palermo,
and then continued its legacy in
neighborhoods like Caballito or San
Telmo. Among the jewels one can
find distributed on the shelves,
designs by Argentine artists stand out
featuring from ceramic ornaments to
artisanal pieces of furniture.
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Buenos Aires offers more and more
theater-houses. That is how outside PH
Palermo , there is what looks like a simple
door, but a long corridor leads to a remodeled house with three theatres where
different dance, music and drama shows
can be seen. Each room has a few makeshi seats and accommodates a small
amount of spectators.
In that style we await the opening of
Proyecto Border, which presents itself as
the first sustainable theater in the country.
The project is carried out in a conscious
and eco-friendly environment; this place
is defined as a cultural space where an art
school, a theater and even a small restaurant come together, based on the idea of
becoming aware of the environment.
A third alternative fuses art and gastronomy: Ampersand has done it successfully.
The front of the building is in a colonial
style, it shares the space with Casa Cavia
restaurant, owned by Paul Massei, Ana
Mosqueda, the person behind this enterprise, and shares her library there. "The
books mingle with the tables of the
restaurant, so that customers can not only
enjoy good food but also have the possibility of reading on site and buying to take
home," says Mosqueda.
Selling tickets
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REDISCOVER
More openings
When it seems like Buenos Aires has already
shown everything it has on cuisine, a new alternative dazzles everyone. It is the turn of Fresco, the
new project of Chef Fernando Trocca, bartender
Tato Giovannoni and designer Horacio Gallo. It is
an "on-the-go" restaurant with variety of dishes
and juices made with natural products, from the
best local producers.
Wholesale creations
We confess that in a first meeting with something
new we can be somewhat shy, but once we accept
it we throw ourselves completely. This is how Mora
Verón experiences it; she gained fame in the art
world thanks to her sculptures of animals made
with colored pencils or pictures of colorful flowers.
Ático de Diseño is found in El Tigre, it is a space
that offers workshops, seminars, meetings,
product launches, conferences and more, lead
by the hand of its director, Luján Cambariere.
Here this journalist, who specializes in social
design, seeks that both children and adults
make contact with areas such as textiles, graphics and jewelry, among others.
Finally, the gi-shop in Malba, the Museum of
Latin American Art of Buenos Aires, showcases
argentine design, promoting the sale of works by
local artists such as Alejandro Sarmiento, Federico
Churba among others.
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Galloping
In the countryside there are various
ranches that combine the lifestyle of
the gaucho with the possibility of
playing polo and even watch championship matches. This is the case of
Puesto Viejo, in Cañuelas. This
ranch is a member of the Argentina
Polo Association and the Anna
Isabella Cup is played there.
Córdoba is a province that concentrates a large number of ranches,
such as El Colibrí. There are even
special weeks organized to partake
in "clinics" and absorb all the essential aspects of this national sport.
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GOURMET
BY LUIS LAHITTE
PH PABLO BACARAT Y ESTEBAN WIDNICKY
T h e
s t a r
o f
l o c al
c u i s i ne
Fernando Rivarola and his wife, Gabriela Lafuente, created a restaurant whose offer is based on
local products and which received an important
international accolade.
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G
eorge Bernard Shaw said that "The
people who get on in this world are
the people who get up and look for
the circumstances they want, and, if
they can't find them, make them."
This principle could well apply to
Fernando Rivarola and his wife Gabriela Lafuente, owners of the restaurant
El Baqueano and pioneers in the use
of local ingredients in haute cuisine.
They were both able to create a different type of cuisine which has finally
received international recognition on
the latest installment of 50 Best
Latam, where El Baqueano was
ranked as the 15th best restaurant in
Latin America, surpassed nationally
only by Tegui, from the talented
German Martitegui.
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GOURMET
A cook is born
"I was born in Necochea; I am the son of a father who loved hunting
and fishing. I lived in Bahia Blanca and finally ended up in Mar del
Plata, where I studied for three years at the Institute of Culinary Arts of
Mar del Plata, where I also worked in the Costa Galana hotel" Rivarola
pauses and recalls "In early 2001 I traveled to Italy, to a school in
Lavagna, where I stayed for a short time. Finally I decided to settle in
Spain, a country where I lived for seven years. My professional epiphany came to me in Toro (Castilla y Leon), a bucolic little town full of
history." The chef said he worked in a small but very dynamic restaurant. "The classic French culinary training learned in cooking school
was strongly influenced by the ideas of the Spanish avant-garde
cuisine, which was at its peak. And that
is when I began to appreciate products
and producers in their proper perspective, because Toro is a town rich in wild
game, noble products and fine wines."
"The award for professional and
creative work earned us a Michelin star
and thus I became aware that gastronomy taken seriously has its rewards.
Soon aer, I met Gabriela Lafuente, my
wife, who was also an employee at the
restaurant. As we were both Argentines, in 2007 we decided to return to
our homeland, more precisely to Mar
del Plata, where we started to play with
the idea of protected designations of
origin and indigenous products, which
today is very relevant in the industry
but at the time was something that was
not spoken of," concludes Rivarola.
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El Baqueano
His story continues with the creation of El Baqueano: "The following
year, with the baggage of acquired knowledge and financial support
from a friend, we arrived in Buenos Aires to create our own business.
And so, El Baqueano was born: a hymn to the diversity of native Argentine meat and products from different regions of the country. We use
cuts of meat that are considered taboo by some with scrupulous palate
such as yacare, capybaras, ñandú, usually present in our tasting menu."
The dining room is simple, sober and elegant, with capacity for 20
diners. The cellar, stocked by Gabriela, has 80 labels. Gabriela, who is a
one-woman band and essential gear of the business, acts as hostess,
sommelier (she graduated from CAVE),
manager and chef's wife.
Indeed, Rivarola bet big when deciding to work with local and alternative
meats, as well as regional products.
But another aspect of his work is that
the raw materials he uses are
stripped of exoticism, of all ethnic
touch there for the sole purpose of
marketing. On the contrary, the cook
has sought to value these products,
bring visibility to them, both the
products and the communities where
they come from, pursuing sustainability and with the ultimate goal of
making them known in their proper
perspective both to his colleagues
and to vendors and customers.
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T h e
talented chef remembers
his beginning, when he had to
fight for a place for his proposal: "at first
Gabriela and I were lone rangers preaching in
the desert. Nowadays things have changed and
both in the media and the chefs themselves come
to seek our opinion in a road we opened." Fortunately, they always had role models overseas who
made parallel paths: "Luckily we understood that
there were colleagues abroad, currently prestigious
professionals, who were following a similar path
regarding products, like Ricardo Guzman, of
Boragó, in Santiago de Chile, Virgilio
Martinez of Central, in Lima [Editor's
Note: No. 1 of 50 Best],
Gaston
Acurio
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GOURMET
and Alex Atala, the latter a great São
Paulo chef who gave us a lot of support,"
he recalls gratefully.
The clientele of Rivarola is made up by a
high percentage of foreigners (about
80% of the diners, a record high in the
local market), a fact that should not be
surprising, since many entrepreneurs first
triumph abroad, to finally become
recognized by their own people later on.
About this Fernando says that "every
diner is explained the origin of the
ingredients and the region from which
they come, that is, each dish has a social
and cultural message that is developed in
case the customer wants to know more."
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How much is the El Baqueano experience? Currently
they work with an eight-steps tasting menu that costs
ARS 650. This menu is subject to availability of seasonal
ingredients. If people request the six glasses of wine
paired by Gabriela, it costs an extra ARS 350, a price that
includes mineral water and coffee.
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CChile 495 (and Bolívar), San Telmo. Phone: 4342-0802 / 15 3671-8602. Tuesday to Saturday from 8 pm to midnight. Reservations in advance are required. E-mail: [email protected]
At first Gabriela and I were lone rangers preaching in the desert.
Nowadays things have changed and both in the media and the
chefs themselves come to seek our opinion in a road we opened.
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EXTRA FEATURE
BY MARYSOL ANTÓN
PH CCK (CARLOS FURMAN AND CIANCIA) / ESTEBAN WIDNICKY
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Kirchner
Cultural Center
a symbol of culture and architecture
Gone are the days when trucks parked
backwards on Bouchard Street and
unloaded tons of envelopes (colored
ones, with stripes on the edges if they
were sent by air and the traditional
white ones). Nonetheless, the old Post
Office building still exudes that atmosphere, it is still alive. As in a film where
the past and present wink at each other
aer a scene, so it happens in the new
Kirchner Cultural Center (CCK by its
Spanish acronym), where the noble
style contrasts with the industrial one
(both coexisted in the old building)
and old epistolary functions give way to
current culture.
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EXTRA FEATURE
A
few meters from Puerto Madero and Casa Rosada,
this giant that occupies an entire block had been asleep
for a few years. Behind its walls, the echoes were still
heard of recounting votes in election days and the many
activities that took place there (at one point it had a school
for the children of employees, a hair salon, a garage, a
tailor shop, a dining room for 3,000 people, a school for
Morse code and more). This palace (its original architecture allows it to bear that name, in all its meanings) had
its heyday in the early twentieth century, when the Internet and mobile phones did not appear even in the craziest
dreams of cinema. But the end-of-the-century technology made it necessary to find a new function for it, one
which everyone can enjoy at present.
Its history began in 1889 when the French architect
Norbert Maillart signed this project, but it would not be
opened until September 1928. The first stage of its style
corresponds to French academicism, with luxury details.
In this area the Hall of Mailboxes is found, which used to
remain open 24 hours a day to guarantee people in a
hurry that their letter would arrive in time. This area,
called Noble, is protected and that is why all its original
form remains. In turn, these forms connected during the
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productive years as a postal building with the industrial
area, more geometric and modern structures, where most
business of the Post Office was carried out.
With the passing of time its duties became obsolete and
in 2003 the National Government decided to give it a
second chance. In the 90s, the advent of the Internet had
been the final blow for the Palacio de Correos, although it
resisted until its last breath. In the midst of battle the
postal service was privatized and renamed Correo Argentino in 1997, the same year that the building was declared
a National Historic Landmark. But in those first years of
the new century, President Nestor Kirchner rescinded the
concession contract and founded the Official Post Service
of Argentina SA (CORASA by its Spanish acronym), 99%
under the sphere of the Ministry of Planning, and the
remaining 1%, under the Ministry of Economy.
In 2006 part of the building had been destined to the
preparation of the Bicentennial celebrations. And in
2015, as part of the celebrations for the anniversary of
the Revolución de Mayo this space was opened, which
is the most important cultural undertaking in Latin
America. Its dimensions are larger than those of the
Centre Pompidou.
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And in 2015, as part of the celebrations for the
anniversary of the Revolución de Mayo
this space was opened, which is the most
important cultural undertaking in Latin America.
Its dimensions are larger than those
of the Centre Pompidou.
The CCK is the result of joint work between the Ministries of
Culture, National Planning who both run it together, Public
Investment and Services through the Plan Nacional Igualdad
Cultural (a Nation Wide Cultural Plan). All these efforts result
in a project that reveals the architectural value of the building,
where classic and modern styles are combined.
Former President Nestor Kirchner had imagined the social
impact the enhancement of the building would have, and that
is why the new cultural center is named aer him. In its 8
floors, totaling 100,000 square meters, unique areas were
created, respectful of the old capital structure and they were
transformed to fulfill new purposes, making it a piece of
architecture like no other.
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EXTRA FEATURE
The president of Argentina, Cristina Fernandez, deeply
move when she invited all the inhabitants of Argentina and
visitors to come to this new space and enjoy it in all its
magnitude; she stated during the opening day that the CCK
IT IS IMPRESSIVE,
not only the place but also its history.
We have given this building a new function in six years,
IT IS A HISTORICAL ENDEAVOR.
It puts us on the same level as other
great cultural centers around the world.
"This venture is the property of the popular classes and
workers, in line with our national and popular model. That
is why we seek that this space be for all sectors, especially
for the poorest," the Federal Planning Minister, Julio De
Vido declared.
"Investing in works of such magnitude had not happened
in our country for over 50 years, specifically since 1960 with
the opening of the San Martin Cultural Center", Marcelo
Cufré boasts proudly, head of the National Directorate of
Architecture.
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New old spaces
With a super busy schedule, the CCK has a variety of
function rooms that allows each art, and various audiences,
to have their space with free access. Among the highlights
we can find:
La Ballena Azul:
a great symphony hall for 1,750 spectators, divided
internally into 3 levels or stands. One of its main attractions
is a tubular organ made in Germany by the firm Klais and
specially designed for this room. The surface area is 2,200
m 2 (1,200 m 2 for the orchestra section/ 1,000 m 2 for the
bleachers), the stage occupies 250 m2.
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EXTRA FEATURE
The organ has 56 registers, 71 sounds and 3,500 pipes,
forming the versatile instrument in which solo organ
recitals, symphonic and choral symphonic music can be
played. The large concert hall emerges suspended in the
air as a monolithic element. The accesses are distributed
in 3 levels for the existing floors and the second floor
mezzanine, accessed from the sector of the circulatory
ring located on the side of Sarmiento Street.
La Gran Lámpara (the big lamp):
as if suspended in the air, this structure symbolizes a
lamp like the ones formerly found in great palaces.
Inside there are two levels for art exhibitions. The walls
are entirely glazed and illuminated with LED lights that
vary in color. This new architectural piece hanging from
Vierendeel beams through steel turnbuckles, allowing
the visualization of three-dimensional geometric shape
from different levels.
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The Ballena Azul inside and out.
The audience, standing, applauding Elena Rogers.
The room has the following capacity:
Stage 250 square meters of surface, for symphony orchestras of about 110 musicians.
Sector for the choir backstage with 122 seats.
1,750 seats distributed among public audience, Pullman, super Pullman and side bleachers.
36 pieces are planned as a space for people with disabilities
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EXTRA FEATURE
Main done, a large viewpoint.
022-031.indd 30
Main dome:
Viewpoints:
Argentine Room:
the structure has glass panels (496
panels) to which a LED lighting system
was added on the front that allows the
lighting of the dome, representing all
the flags of the world. It is a 500 m2
space for multiple purposes. It has a
stage that can be lied (38 m2) and
stage lights. 260 chairs fit (plus a
perimeter bank).
these are the first public and free
access vantage points in the city of
Buenos Aires, Puerto Madero and
the river can be seen on one side;
and on the other, to the domes of
the other adjoining buildings, Casa
Rosada, and the Taylor Customs.
it is prepared for chamber music. It
has 500 m2 for orchestra section, 150
m2 stage and capacity for 540
spectators. The room is fully covered
in wooden paneling with a vertical
geometry pattern, which in addition
to functioning as an acoustic resonator provides a visually pleasing
interior. Chamber music concerts can
be held there, as well as popular
music and theater, among other
artistic expressions.
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So letters with
requests that came to
Avoid piling. To the side, a
replica of the office and
some of the toys that gave
the foundation.
Eva Perón Room:
Located on the fourth floor, it is one of the major
historical attractions. This is because in
mid-1946, Eva Peron carried out her activities
right there. That is why there is a sound installation that connects the visitor with the atmosphere
of the time and allows them to be part of the
climate that existed in that office. The setting
recreates the original look and reminds us of the
everyday functioning of the social assistance that
Evita promoted.
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EXPERIENCES
BY SEBASTIÁN PÉREZ CALLEGARI AND ARIEL COHEN
Argentina
a destination
perfectly fitted
for all your needs
Argentina is positioned as one of the leading host countries in the world for conferences, conventions, trade
shows, sporting events and incentive-travel.
Organizing exhibitions, conferences and events is an activity that, similarly to corporate tourism, has been
strengthened in recent years thanks to the diversification of destinations and products. Over 40 Destinations are
found in the 6 Tourist Regions of Argentina, ready to receive all kinds of international events and the most enticing incentive trips, each of them with its own signature, but with a common denominator: Excellence in service.
Buenos Aires Region
La Plata
City of Buenos Aires
HOTEL CAPACITY
The Buenos Aires region consists of the Autonomous
City of Buenos Aires, the country's capital, and the
homonymous province. Between the port of Rio de la
Plata and the lands stretching over the pampas, urban
landscapes harmonize with nature in the cities of this
region. Here, tourism is a thriving industry where the
options for developing Incentive Travel will delight
business travelers worldwide.
This city regularly hosts numerous exhibitions, conventions, trade fairs and international events of different
sectors and themes. The business of organizing exhibitions, conferences, conventions and corporate tourism
grows exponentially both in size and in quality. Its
infrastructure; tourist, cultural, historical and heritage
attractions, combined with a favorable business
climate, the professionalism of its inhabitants and a
convenient exchange rate and cost-effective for the
business tourist and professional event organizer, place
Buenos Aires as one of the most developed venues for
events in the hemisphere and number one American
city in the ICCA ranking of world cities from 2009.
La Plata has several gathering places, theaters,
cultural centers and a big stadium, which are ideal
for the development of world-class events, which
has enabled it to join the ICCA Ranking (2010).
Among others we find: The Teatro Argentino, Teatro
Coliseo Podesta, City Hall, Palacio Campodonico,
Pasaje Dardo Rocha Cultural Center, Islas Malvinas
Cultural Center, Hotel Corregidor and the City of La
Plata Unique Stadium.
Hotel rooms and establishments
Meeting facilities 3, 4 and 5 star
+ than
8000
6001
to 8000
032-039.indd 32
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City of Mar del Plata
to
2000
2001
to 4000
4001
to 6001
CITY OF BUENOS AIRES
CITY OF MENDOZA
CITY OF PILAR
PUERTO IGUAZÚ
CITY OF LA PLATA
CITY OF ROSARIO
CITY OF MAR DEL PLATA
CITY OF SALTA
CITY OF CÓRDOBA
CITY OF TUCUMÁN
CITY OF BARILOCHE
The extraordinary range of quality services and a
modern and versatile urban environment lead Mar del
Plata to continue climbing positions in the ICCA world
ranking as a host of international events, reinforcing its
status as one of the prime destinations within the
country. Annually, more than 200 different types of
meetings are held here, in which over 150 thousand
people take part.
Likewise, Mar del Plata has modern sports venues
suitable for various sports, with training facilities for
high performance and accommodations for the
amateur and professional athletes.
As for the quality of the support services, professional
and technical logistics, the city harbors service providers with vast experience and high-tech equipment, and
qualified human resources with adequate know-how.
Besides, Mar del Plata is an important coast city.
Over 40 Destinations are found
in the 6 Tourist Regions of Argentina,
ready to receive all kinds of
international events and the
most enticing incentive trips,
each of them with its own signature,
but with a common denominator:
Excellence in service.
Pilar
With major investments in infrastructure, Pilar has
become one of the largest industrial parks in South
America (200 national and international companies
are located there); and important gastronomic and real
estate projects, shopping malls, cinemas and hotels
which have risen in its surroundings.
At present, the district of Pilar has 561 hotel beds, more
than 30 function rooms (from traditional options to
ranch-style estancias), over 60 gastronomic centers
and more than 10 shopping centers. It is an ideal
environment for business meetings, as it offers the
opportunity to work in a relaxed space, surrounded by
nature. Plus, we can find attractive features related to
tourism and recreation such as golf courses and polo
fields, stately charming ranches where you can spend a
day in the countryside, the possibility of religious,
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EXPERIENCES
educational and historic tourism.
Meetings Tourism in Pilar. Thanks to
its proximity to the city of Buenos
Aires and its natural environment that
invites people to relax, Pilar has
become one of the most preferred
places for business events. The district
has top-of-the-line establishments:
hotels, universities and event venues,
along with ranches and estates
surrounded by nature perfectly ready
for the organization of events, some of
them are: Pilar Golf and Espacio Pilar.
Córdoba Region
Its capital city, also called Córdoba, is
the second most populous city in the
country, a prominent cultural and
services center, retains traces of its
colonial past (one of the most important architectural heritage sites of the
country), and at the same time it has a
modern infrastructure, first-class
academic and business centers and a
standout development of tourist
services. Among the mountains, where
cities and small towns appear one aer
the other, the natural landscape
combines valleys, high plains and
ravines, rivers and clear streams. Cave
paintings are hidden in walls of ancient
times; and the path of the Jesuit
Ranches, named World Heritage Site
by UNESCO, shows the paramount
work done: its economic, cultural and
academic impact, carried out by the
Jesuit religious order during the seventeenth and eighteenth centuries.
The extensive hotel and recreational
infrastructure, along with its strategic location and communication
with the rest of the country and the
region, and a benign climate all
year round, position Cordoba as a
province with tradition in the organization of business tourism, ideal
for events of all kinds.
032-039.indd 34
City of Córdoba
With a long history as a center of
business, Cordoba is the number one
host city for events in the provinces,
occupying the 2nd position aer the
Autonomous City of Buenos Aires in
the ICCA Ranking (2010). Its strategic location and communication
(regular direct, national and international flights favor the arrival of
participants and business men and
women from around the world), its
favorable climate all year round, low
criminal rates and advanced infrastructure, guarantee travelers a
top-quality service.
With more than 200,000 m2 of
indoor surface for events, throughout
hotels, cultural centers, theaters, 3
tradeshow sites, 5 sport stadiums and
8 universities, the city offers more
than 3,000 hotel beds in 4 and 5-star
hotels, a large network of professional
services, outstanding food options, an
extraordinary cultural and entertainment scene and a varied nightlife.
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For the sixth consecutive year,
Buenos Aires was named
by the ICCA the number
one host-city of international
conferences in America
Cuyo Region
In a land of towering peaks and landscapes dating
back to the beginning of time, the labor and efforts
of men have managed to create a real productive
oasis on desert land.
At the same time, a growing array of tourist services,
five star hotels, boutique redoubts, country houses
and cottages; wineries with the most diverse and
interesting wine tourism alternatives; opportunities
to enjoy adventure at its finest (including the snow
season), and highly trained professionals, make this
region an important -and irresistible- destination
for business travelers throughout the year.
City of Mendoza
The city of Mendoza is one of the most popular
congress venues in the country. National and international events are held here from industries such as
mining, oil, medicine, wine, agriculture and new
technology, among others.
With 4 and 5 stars hotel services, including all the
amenities and facilities for the development of
international meetings of different sizes, the events
held in Mendoza are always in the best setting.
35
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convention centers - Plenary session 501 - 1000
exhibition centers - covered space 5001 - 10000 m2
City of Tucumán
exhibition centers - covered space+ 10000 m2
City of Salta
Convention Center - plenary session 2001 - 3000
City of Mar del plata
Convention Center - plenary session + 3000
City of La Plata
Convention Center - plenary session 1001 - 2000
City of Pilar
Convention and exhibition center +5000
exhibition centers - covered space + 10.000 m2
City of Buenos Aires
exhibition centers - covered space + 10000 m2
City of Rosario
Puerto Iguazú
EXPERIENCES
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032-039.indd 37
City of Mendoza
City of Córdoba
Convention & Exhibition
centers
37
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City of San Carlos de Bariloche
EXPERIENCES
Currently, meeting tourism
implies an economic impact
of over 2 billion dollars.
Litoral Region
It is the land of the wonderful Iguazu Falls, one of the New 7
Natural Wonders of the World, located in the province of
Misiones, in the extreme northeast of Argentina, where the
ruins of the Jesuit-Guarani Missions are also found,
proclaimed World Heritage Site by UNESCO. Large rivers
delimit the territory where the second largest wetland in
South America is preserved: Esteros del Ibera, found in the
province of Corrientes, it is where adventurers will discover
two great secrets of nature: in Chaco Province, Impenetrable Chaco, and in the province of Formosa, the Bañado
La Estrella (Formosa) In Litoral, the great river Parana
attracts fishermen from all over the world to go aer the big
challenge: the dorado fish; while in the El Palmar National
Park in the province of Entre Rios, yatay centennial palm
trees are protected and a large number of bird species can
be seen. Here, nature is found in its pure state and local
culture is alive in unique colorful festivals, like the National
Carnival. Spa tourism also has in Litoral spaces for your
enjoyment. While in the port cities of Rosario and Santa Fe
de la Vera Cruz, in the province of Santa Fe, natural
elements are combined with urban resources in an optimal
synthesis for the planning of congresses, conventions,
business meetings and creative incentive travel.
Puerto Iguazú
Seventy-seven hotels, including 4 and 5 star establishments specially equipped for congresses and conventions of great size, are located in Puerto Iguazu and its
surrounding areas. This represents about 5,928 hotel
rooms: a very meaningful capacity in regards to infrastructure, along with professional and first class
services specially prepared to meet the specific needs
of the sector.
City of Rosario
Thanks to its proper infrastructure, easy and quick accessibility and its wide range of attractions, the city of Rosario
has become an ideal center for all kinds of business events.
It is a city with superb conditions for conducting tradeshows and congresses, with event halls and venues with
outstanding infrastructure and technology. In addition, the
city's service suppliers are well-known throughout the
country for the good price-quality ratio they offer, for their
experience, and for maintaining international quality
032-039.indd 38
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standards. Rosario's experience in
responding to the high standards
required by the organization of conferences and exhibitions contributed to
profiling it to host multiple events (in
particular, the 3rd International
Congress of the Spanish Language),
positioning it as one of the number one
destinations in the provinces in the ICCA
Ranking.
Several hotels have rooms for more than
1,200 people, in addition to the offer of
10 event complexes and 3 large
fairgrounds, offering a total of 25,000 m2
of indoor surface for holding events.
Norte Region
In recent years, this region experienced
significant and sustained growth in the
segment of event-planning thanks to
the number and variety of event rooms,
auditoriums and related high-tech
services joining the exciting touristic
attractions. Ideal for mid to small workgroups, work and leisure are combined
in harmony in the North.
Between breathtaking landscapes and
magical villages, autochthonous flavors
and activities for different audiences,
corporate and business tourism find in
the northern region a unique environment for its development.
geographical location and connectivity,
the quality of its human resources,
infrastructure and services combined
with a very interesting natural and
cultural environment, making it possible
to perfectly combine work, entertainment and relaxation.
The city has, in an area covering 400
meters around it, 16 function halls with
an average capacity of 300 people.
City of San Miguel
de Tucumán
San Miguel de Tucumán has more than
4,100 hotel beds in all categories of
lodgings, and offers a large variety of
venues for conducting trade shows,
conferences and business meetings. It
also has extensive experience in organizing major events, where the Mercosur Summit stands out as well as Expo
Tucumán, which annually bring
together for 14 days more than 220
thousand people.
With a significant growth achieved in
recent times, its history, infrastructure
and its growing connectivity and accessibility, Tucumán has established itself
as a prime choice for carrying out all
kinds of meetings.
City of Salta
Salta, which made the ICCA Ranking in
2010, is climbing positions within the
national and international market as
one of the most original and seductive
destinations for the organization of
conferences and business meetings. Its
City of San Carlos
de Bariloche
In tourism, San Carlos de Bariloche
has the necessary infrastructure to
meet the requirements of the million
of tourists that visit each year, offering them the activities of a mountain
resort combined with services of the
highest quality. And as for business
tourism, the offer includes first-class
hotels, function rooms equipped with
the latest technology and all kinds of
professional services are available.
For these reasons Bariloche has
established itself as an ideal place to
hold congresses and incentive
programs entering the ICCA Ranking.
Patagonia Region
Legendary peaks, towering glaciers,
alluring beaches, breathtaking cliffs;
varied flora and fauna, mountain
villages and the southernmost city of
the continent are some of the
irresistible attractions of Patagonia.
A large territory located south of the
world where three World Heritage
Sites are located: Valdes Peninsula in
the province of Chubut; Los Glaciares
National Park and Cueva de las
032-039.indd 39
Manos del Río Pinturas, in the province of Santa Cruz. Natural and
cultural marvels, in addition to high
class infrastructure and professional
services, make this region a premier
destination for holding meetings of
all kinds.
39
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COVER STORY
BY LILA JARA
PH EUGENIA KAIS
He enjoys the prestige of being one of the most successful
producers of Argentina. How his children influence his projects
and his desire to work with Scorsese and Depardieu.
Untitled-9 40
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41
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COVER STORY
H
e has been in as many international
airports as on red carpets. Many
believe him to be responsible for the
current position of Argentine cinema in
the world. Axel Kuschevatzky chooses
humor to disengage from such a feat:
"I love it that it is seen that way, but I
have to go to therapy aer that (he
laughs). It is not true; I am part of a
talented team." This is because
important business groups have had a
meaningful part in relation to content
production in Argentina, Spain and
now in Colombia and Mexico.
He goes to the films even in his spare
time, because he claims that he has not
lost his capacity to be surprised as a
spectator: "I cry like a baby with a
drama, I laugh a lot with comedies and
horror films scare me less, I became
more critical. The important thing is
that earlier this year we got rid of the
phrase: 'I don't watch Argentine cinema'.
We struggled to make it disappear."
Titles like The clan, Abzurdah, Paulina, Wild Tales, The Secret in Their
Eyes (with which he won an Oscar in
2010), Papers in the wind, Thesis on
a homicide, Heart of a Lion and
Metegol, among others, made him
one of the most successful producers
in Argentina. What few know is that
before accepting a project abroad,
Axel consults with Juan and Julia, his
7 and 4 year-old children: "I plan my
trips depending on their school
holidays, I try to be in all their plays,
except at the start of the school year
because it coincides with the
Oscars." However, things get complicated when planning family vacations: "working in the two hemispheres is impossible to find days of
rest. When it is low season in one
country, it is high in the other. For
that reason I cannot take off January
or February because they coincide
with the dates of awards and festi-
040-047.indd 42
vals." That is why he decided to take
breaks during the year, he has just
returned from a weekend in Mar del
Plata, and every so oen he takes his
car, loads up the kids and takes
Route 9 to Rosario: "We like that
city," he says.
-How big a part are intuition,
experience and luck in successful
productions?
-The first thing is admiring the producers,
directors, writers and actors with whom I
work. Personally, I try to understand
who is on the other side, the potential of
each film. There is a somewhat philosophical side, which is the proposition of
how to work, an integrated look, the
path a film has to take to be made. I
always try to establish long-term
relationships with people.
-What part do intuition, experience and
luck play in successful productions?
-Unlike other projects, few find out
when you're wrong with a film, it has a
low profile. A football player does not
experience the same thing: six months
later he is still reminded of the time
when he missed a score. In the films,
when the penalty point happens it is a
problem, but it is not the only definition of things. Luckily I work with
talented people, who in general, have
better results than bad ones.
-Directors consult you about your
films?
-They are always willing to listen,
because they are on their own when
they polish the material. Juan Campanella
says that there are four films: the one
that is written, the one that is filmed,
the one that is put together and the
one that the audience watches. They
are very different. A lot changes from
the first to the last one. I believe in
what Juan said. The film reinvents itself
and is reformulated. We are ready,
because until it is released, it is always
a rough copy.
10/20/15 5:20 PM
The film reinvents itself and is reformulated. We are ready,
because until it is released, it is always a rough copy.
43
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COVER STORY
Untitled-9 44
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45
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10/20/15 11:49 AM
watched film was local. In Peru, it was Peruvian.
And in Spain, it was a Spanish one.
Because last year in Argentina the most
visibility in the midst of globalization.
that local productions would lose
the collapse of the film were wrong
and so were those who believed
Those who predicted
COVER STORY
-Did you turn down many projects?
-I was wrong to accept some and to turn down
others. Luckily, the ones I decided to do were
very successful (he laughs). But it's like I said
before, the good thing is that the failures go
almost unnoticed. It's not like TV, where everyone
learns about your low ratings. To avoid that,
one must bet on people, projects and relationships.
-Why do you think that some films become
popular?
-A lot of hard work goes into making films well
known. In the case of The Clan, presenting the
subject of the Puccios was a painstaking task. In
some films we try to do the opposite, that is to say,
that the discussion is not focused on the big issue.
For example in the campaign for Abzurdah we
didn't want bulimia and anorexia to be the
reason why people decided whether or not to
go see it. As in Paulina (La Patota), we were
interested in that the main draw was Paulina's
life and not rape. We understand that the
public does not wake up one day and decides to
go see a movie about cancer or social inequality, what they want to see is a guy who goes
through this or that. For the viewer the story is
more important than the big issue.
-To what would you attribute the huge success
of The clan?
-There was a belief that people did not want to
see films where there was a reference to the
subject of the Military Process. However,
2.600.000 spectators reveal otherwise. The
interesting thing was that it touched the issue
of unemployed labor aer the Military Process.
Also the fact that we had Guillermo (Francella),
Pablo (Trapero) and Peter (Lanzani) and family
issues like (Luchino) Visconti gave it extra drive.
The box office is ferocious and the award for
Pablo in Venice puts him in a historical place.
-Do you see future possibilities to win prizes?
-Venice shows that the film has extended
beyond Argentina. We showed it in Spain and
the response was very good, people are
shocked to learn that the story is real. The clan
What's to come "Paulina and The clan will be released
in Spain. In the same country, we will also release Mi
gran noche, by Alex de la Iglesia, which is a dream come
true, I always wanted to work with him. It's very funny,
one of the best by the spanish director. Before December Palmeras en la nieve opens, with Mario Casas. In
Argentina, there is a string of releases that includes El
rey del Once, Cien años de perdón, with Rodrigo de la
Serna, Joaquín Furriel and Luciano Cáceres, a group of
argentines who rob a bank. Later, next April, The
tunnel, by Rodrigo Grande with Leo Sbaraglia and
Pablo Echarri. El hilo rojo, by Daniella Goggi, the director of Abzurdah teams up again with China Suarez. It
was a great experience worth repeating. Also during
2016, Sebastian Borenstein will be returning, with
Darin and Oscar Martinez, an awesome movie that is
already filmed, is in post production. During the second
semester we will release Neruda, with Gael García
Bernal and Mercedes Moran, directed by Pablo Larrain:
a film that will survive us all, it is excellent!"
Untitled-9 46
has a narrative, social and political weight
which makes it very striking. It is brilliant, but
on the way to the Oscars there are many. Last
year more than eighty countries submitted
films. I see better chances at the Goyas because
there are not so many countries in competition.
The important thing is that Argentina is seen as
one of the best in Latin America and the world.
-Why is it that our cinema is considered one of
the best in the world?
-During these 15 years we embraced a strong
export policy. Our productions are considered
part of the prestigious Latin American cinema,
and today the region's film industry is rated as
edgy in the world, according to Alberto
Barbera, president of the Venice Film Festival.
-What did you think of the Hollywood remake
of The Secret in Their Eyes?
-They are two different films; one is made by
Campanella and the other by Billy Ray. In fact I
am very anxious to see the French version of
Heart of a Lion with Jean Dujardin playing the
part of Guillermo (Francella). It will be one of
the most important films of Gaumont next year.
There are also negotiations under way to film
the Mexican version of Chinese Take-away. I
love to see how they make the material their
own, how they give it a different voice.
-With so many years covering the Oscars, what do
you think of the red carpets?
10/20/15 11:49 AM
-It's a platform for selling your work. The live
broadcast entertains me because I love movies. I
believe that an event like the Oscars renews the
relationship with film viewers. It draws attention,
puts into focus films that were made, which in
many countries are not distributed until they are at
the ceremony. It is a positive event in terms of the
communication of the industry and its films.
-Do you think it has lost prestige?
-On the contrary! It has increasingly more prestige,
at least from the angle that we approach it, talking
about films and its actors. When only the clothes
they are wearing are discussed, it does not show
commitment with the person being interviewed or
the material. My mom could make those questions.
It is interesting when you have journalists who saw
the films, where the person interviewed and the
viewer are respected.
-Which stars haven't you met?
Having conducted one-on-one interviews, as they
are called by the Americans, what I really want is to
work with some people...
-With whom would you want to work?
Several: Martin Scorsese, Gerard Depardieu. I
always try to. Then, there are directors with whom
I would work all my life. I have been sharing
projects with Guillermo (Francella) for ten years,
and I love him, I have known Ricardo (Darin) for
less time and I admire him. I like working with
Natalia Oreiro and Pablo Echarri. Also with
Mercedes Morán and I really wanted to be in a
project with Alex de la Iglesia and Pablo Larraín
and finally it happened. I enjoy my work; I always
look forward to going further.
47
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TAKE 10
BY SEBASTIÁN PÉREZ CALLEGARI
This Aquarian Rock fan, father of
two, tells us about a whole life he
lived and another yet to live.
Methodical, perfectionist, he sits
What is Roca's
point of view?
with us to talk. He exposes and
shares. And when the good
music plays, you just listen.
048-057.indd 48
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49
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TAKE 10
D
o you get mad if something does
not work out? Are you hard on
yourself?
– Yes -he laughs- very much.
–What do you see that you accomplished
if you look back?
–If I look back I see a long way. Many
moments shared with people. I see
events, projects. But now for the
future I want a little more quiet life; it
is hard for me because I am not a
quiet person. I surround myself with a
lot of young people; I form very capable young teams.
The walls around us and on the table
there are books that contain as well as
they can all his photographs. Leafing
though them, he tells me that despite the
great and rapid technological changes
and the easy adaptation of new
generations, in photography it is different.
I use the same camera, see? It is my
tool. Film? No, I do not use film roll
anymore. While there is now a trend
in some countries of going back to the
ancient art of chemicals and developing, it is a ceremony that is not
practiced anymore. It is difficult,
although magical - he recalls.
–How did the digital era change
your work?
–I see what I did before and I realize that
everything was out of focus. But this is
because today everything is so precise. With
my camera I can see in the pupil of you eye
what is reflected. He estimates that before
the touch-up was done by hand.
A real progressive profile,
Gaby Rocca started the first
reality show in Argentina,
Súper M. Then he did the
photos of celebrities in
Sábado Bus and absolute
exploration Fantasías.
048-057.indd 50
–What do you feel in your gut when
you work? What do you feel, besides
the thoughts about the work in
particular?
–Eagerness, adrenaline. I am really
eager to start working. The preparation,
arranging the places, the scripts.
It makes me feel alive. I enjoy it
very much.
–You have your style. That is certain.
What is the relationship of women and
your work?
–I see woman as a femme fatale,
powerful, dark - he thinks and sits back
a little, - I like beauty, and beauty is
everywhere. I find beauty beyond
stereotypes. There are plenty of looks,
of feelings, which are transmitted
through the camera. Playfulness is
always present. I play, right?
–Do you remember your first job?
–I started with rock and I was very
young. In the 70's the music festivals
were very hippie. Those were difficult
times. But rock was a kind of
banner. That is when Pelo
appeared, I was studying music and
everyone wanted to be on the cover
of Pelo. Every musician and band.
They called me to take pictures for
the magazine, I stopped studying
piano and I started working and
studying this.
10/20/15 2:48 PM
51
048-057.indd 51
10/20/15 2:48 PM
And aer all this, is there anything
that still remains pending? All the time:
I wake up and I want to do things and I think
all the time, if I don't, I feel like I'm dying.
TAKE 10
048-057.indd 52
10/20/15 2:48 PM
53
048-057.indd 53
10/20/15 2:48 PM
TAKE 10
–A moment that you remember having
photographed? A celebrity or someone
that you do not want to share?
–Spinetta before he le us, or some people
that I didn't know and that I was struck when
I met them in a strange context and then
something happened. For example Rodrigo.
As I was taking his pictures he was sitting on
top of a horse wearing boots and naked and
people were going into the Luna Park
behind. O models like Kate Moss or Claudia
Schiffer. Another big one was Nadal and
Djockovic in the glacier. Those two giants
bouncing balls off that colossal wall of ice,
he laughs. I am a very musical guy; we have
a song with Divididos, with Ricardo Mollo
"todos". In Rock in Rio I was able to photograph from Freddy Mercury to Nina Haggen,
the whole experience was amazing. I was
able to photograph a lot of people. A lot of
moments.
Rocca continues shooting the artillery of
famous names. Although he is also
enthralled by anonymous characters, from
the Pachamama to any person.
048-057.indd 54
–Do people bond with you aer the sessions?
–Sometimes it happens. Graciela Borges is a
great friend. Ricardo Mollo, another great
friend. Several musicians. Ricardo is a great guy;
I met him at the time of Sumo. A great mind.
–A lot of blood in the photos. A powerful
backlight, why?
–Because blood amuses me, I play with
that. It's an excuse, it's a game. It is a joke
with a diva. It is my vision of beauty, not
the prototype model, but as how they watch
you, how they move. It has always happened
to me; women with a non-traditional
beauty: like Mariana Arias.
10/20/15 2:48 PM
55
048-057.indd 55
10/20/15 2:48 PM
TAKE 10
048-057.indd 56
10/20/15 2:48 PM
–A color, Gaby?
–Black.
–A musician, a song, or both?
–Oh, I don't know -he thinks long and
his head flies with all those names-.
I like national musicians. Charly Garcia,
who was the subject of a book of mine.
When I met him, I met a genius. He set
the path. El flaco (Spinetta) is another
of the great ones. The poet. A god
among musicians. Remember that
when we were kids, rock gave us a
banner, gave us leadership. It was the
winds of freedom right? Aerwards, a
whole new wave started with Soda
Stereo. Today I listen a lot to El Flaco
and Divididos.
–And speaking of poets, a book?
–In general I like photo books. I read:
I like to read. I read a lot about the
great master Helmut Newton. You
should read his autobiography which
is amazing -he tells me-.
–A movie?
–Lost in Translation. I do not know why
but I like it, it has that something.
–A dish?
–I love sushi. I am a big fan of Japanese
food.
–Do you remember any dreams?
–You know what? I don't! And I hate
not remembering dreams.
57
048-057.indd 57
10/20/15 4:50 PM
EXTRA FEATURE
BY LUIS LAHITTE
During the last decade, the
high-end cocktail industry has
grown exponentially in the City
of Buenos Aires. These are some
bars that cannot be missed.
Buenos Aires has good theater,
tango and gastronomic tours,
but we must add another circuit
on the rise: bars. Long gone are
the traditional bars lit by neon
lights where they served a quick
caña. New generations have
become more sophisticated and
populate new establishments
that compete closely with their
European counterparts.
058-063.indd 58
10/20/15 11:22 AM
S
ome of these bars have restricted entry
and can only be accessed with a membership or password. Among the first is
Frank's (Arevalo 1445, Palermo) a genuine
Palermo speakeasy, decorated as a
clandestine bar in the Prohibition era. The
colorful nineteenth-century chandeliers
hanging above the bar are one of the first
things that catch the eye, as well as the
skill of the bartenders to prepare Old Fashioned and Sazeracs. To enter it is essential
to have a password that changes weekly
and is communicated via Facebook.
Nicky Harrison Bar (Malabia 1764, Palermo),
another stylish bar with a ‘20s vibe, is
hidden behind the cellar of a sushi bar,
which must be accessed with membership or
if you are dining there and request "to visit
the wine cellar." Once across the hall of the
restaurant, you enter a cellar where the
waiter or maitre tells the story of Nicky
Harrison, an Irish immigrant who made his
fortune with liquor. He then opens a back
door and the customers enter the select bar,
passing through a metal hatch. Inside one
travels to "The Crazy Years", to the rhythm of
swing, jazz and smoked drinks, which are the
"it" drinks of the locale.
Opposite Plaza Medrano, a large room
features a long rusty iron wall that serves as
the hull of a submarine, in honor of Jules
Verne, author of 20,000 Leagues Under
the Sea, among other wonderful novels.
Commanding Verne bar Cocktail Club
(Medrano 1475, Palermo) is the talented
Federico Cuco, who boasts of using
absinthe (a nod to the accursed poets) and
responsible for the detailed cocktail menu
of the house, which stands out with preparations as the Opium fashioned (bourbon,
black tea syrup, bitter, eucalyptus smoke).
In addition, the gourmet hot dogs are a
trademark of the fantastical bar.
More classic is the Gran Bar Danzon (Libertad
1161, Recoleta), on Libertad Street, just
meters from Av. Santa Fe in Recoleta. It is a
cool location which is reached by climbing
up a steep staircase, whose minimalist bar is
already legendary. The low lights, candles
and comfortable armchairs are the trademark of the house. It also has a wine bar,
one of the few in Buenos Aires. Bartenders
of the likes of Inés de los Santos and Norman
Barone worked there, and today it continue
to create anthological drinks, including in
particular the martinis. It's a bar suitable for
an adult and cosmopolitan crowd.
In the same line is Basa Basement Bar &
Restaurant (Basavilbaso 1328, Retiro), in the
short but distinguished Basavilbaso street. It
is a large room, bellow street level where the
old Flower Market used to be and which now
houses an apollinian bar staffed by Ludovico
Biaggi. From his team's shakers and mixer
glasses come out creations such as Moscow
Mule (vodka, lime, ginger beer, syrup and
59
058-063.indd 59
10/20/15 11:22 AM
EXTRA FEATURE
lime) and Te Quiero Tanto (raspberry
syrup, Gancia Sprit, Lime and Gin). It
serves a tapas menu designed by Pablo
Campy to eat at the long bar or in former
railway carts recycled as tables.
Just two blocks away, on the corner of
Arroyo, "the aristocratic side of Buenos
Aires" according to Eduardo Mallea, is
Florería Atlántico (Arroyo 872, Retiro),
another speakeasy which consists of a
shop which sells flower, vinyl records and
wine on the ground floor. On one side, we
find the glistening cold chamber door
leading to the inside of the club, somewhat narrow and dark but friendly, where
you can taste the drinks by the team of
"Tato" Giovanonni as eclectic versions of
the Bloody Mary and gin-based drinks
with the national brand "Príncipe de los
Apóstoles". A few meters away, "Tato"
058-063.indd 60
10/20/15 11:22 AM
and his partners recently opened Brasero
Atlántico, a daytime version of the florist,
which promises to be something worth
talking about.
Across Plaza San Martin, on Maipú street
(Maipú 981, Retiro) is Shout, a hôtel
particulier turned into a restaurant and
bar, with Sebastian Maggi in the bar and
Javier Hourquebie in the kitchen. On the
first floor, up a stylish, solid oak staircase,
is the bar, unique in its kind as it has some
dispensers fit to serve premium wines by
the glass, something unusual in these
parts of the world. Also in the neighborhood of Retiro is Pony Line (Posadas 1086
Recoleta), the Four Seasons hotel bar
with equestrian accents and whose happy
hours every Wednesday are mythical.
Across the street diagonally, in the
Recova de Posadas, is the new Singapur
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058-063.indd 61
10/20/15 11:22 AM
EXTRA FEATURE
(Posadas 1029), an English-style
pub specializing in Japanese and
Scottish malts, with the excellent
cuisine of Guil lermo Vanucci,
executive chef of Piégari.
Prado & Neptuno (2134 Ayacucho,
Recoleta) is a "hidden" gem that
few know about. It is a cigar bar
named aer a famous intersection
of Havana. There, in addition of
the possibility of savoring a cigar
listening Cuban music, people go
seeking their specialty: the prolific
small bar with rum-based drinks.
058-063.indd 62
10/20/15 11:22 AM
The atmosphere is unique and
worth a visit even if only to peer
discreetly.
Meanwhile in Villa Crespo, 878
(878 Thames), one of the
pioneers in the area, is still going
strong, with its endless menu of
drinks, a foreign crowd looking to
drink well and have simple and
good dishes to eat at the bar, as
the legendary lamb burger. Also
in Palermo we find the up and
coming Victoria Brown Bar (Costa
Rica 4803), armed with an industrial aesthetic and a smart menu
designed by Ezequiel Rodríguez,
while Isabel (Uriarte 1664) has its
New York setting praised by
Condé Nast and delicious Nikkei
cuisine by the hand of Peruvian
José Castro Mendivil. The bar
offers drinks like Moon Wine
(Chardonnay wine, Campari,
syrup and grapefruit) and
Absinthe Sour (made with vodka,
absinthe, syrup, lemon, egg
whites and star anise).
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064-Impulso#10.QXP_Maquetación 1 10/20/15 11:27 AM Page 64
IMPULSE
impulse
064-Impulso#10.QXP_Maquetación 1 10/20/15 3:19 PM Page 65
Argentina
Country Brand
A state policy
T
he Ministry of Tourism of
Argentina through the Coordination
of Country Brand has undertaken the
challenge of representing all of
Argentina through a trademark, trying
to substantiate local color and a
defined identity: that huge melting
pot that characterizes our country and
that makes it so unique.
Many customs, traditions, cultures and
practices come together in what is
defined as "Argentinidad (The Argentine
essence)." These differentiating factors
make up the overall image that is
related historically to Argentina (football, tango, asado, etc.) and the other
image that we want to promote about
our country (innovation, creativity,
identity, solidarity).

Argentina can be an asado or a good
football match, or to visit amazing
landscapes all year; but it can also be
the place where Oscar nominated
films or web applications are produced, where a satellite is built or
from which a Pope emerges.
Argentina Country Brand is a state policy developed by the Ministry of
Tourism of Argentina, nationally and
internationally promoting the differential factors of Argentina on four
communication settings: Tourism, Culture, Investment and International
Trade. When we say that the Argentina
Country Brand is a state policy, it is neither more nor less than a social
construction, a policy for everybody.
In order to bring this brand to every
corner of Argentina and to make that
identity known, representing us in the
world, the Country Brand Coordination
has organized the "Country Brand
Traveling Exhibition" which will visit all
the provinces and will seek to integrate
the destinations in which it is present.
The exhibition is presented in five
modules that were built into 85-meter
long mobile booths in which they have
39 audiovisual interactive exhibits celebrating sports, entertainment,
inventions, tourist spots and customs
that constitute the identity of our
country. "Argentina from A to Z" will
also be presented: A dictionary that
covers alphabetically some of the most
representative points of our country.

IMPulsE
Big events
in Argentina
In recent years, Argentina has been host to numerous sporting events
of great international importance which placed the country in a
privileged position and gave it great exposure around the world.
Events like the Dakar Rally, MotoGP Argentina Grand Prix or the World
Touring Car Championship function as excellent windows to show the
biggest attractions of Argentina and to achieve the goal that more
and more people visit Argentina.
The Dakar Rally is perhaps the clearest
example in this regard. This competition
held in South America since 2009 and in its
eighth consecutive year in Argentina allows
our country to achieve a lot of benefits in
tourism. The Dakar has become a classic
event for the Argentines who enjoy watching the passage of each of the competitors
and accompany each of the editions carried
out in our country.
T h e M o t o G P Arg e n t i n a G r a n d P r i x
returned to this country in 2016 and another
edition will take place in the Autódromo Termas de Rio Hondo allowing thousands of
fans throughout Latin America to travel to
Argentina to watch the competition. In addition, our country joins into the schedule for
competitions of the highest level like Aus-
tralia, Japan, Spain and the Netherlands
among others.
The Minister of Tourism of Argentina,
Enrique Meyer, stressed that the tourism
industry benefits in all aspects with these
events, not only by the large number of people who come to see the competitions
throughout the country, but also by the activation of local economies in times of the
year of low tourist flow, which is one of the
most important benefits that these events
give: Moreover he said: "The media exposure
our country has for this type of competition
is important in terms of promotion and the
chance to show the most amazing scenery
and arouse the interest of millions of people
around the world is the maximum benefit for
those who work in the industry."
OTHER MAJOR
EVENTS ORGANIZED
IN ARGENTINA:
-Etapa Argentina by Le Tour de France
- World Rally Championship
- Dakar Challenge
- Route 40 Challenge
- Roc de los Andes
- World Touring Car Championship
- World Rally Cross

IMPULSE
BOLIVIA
:Economic
and touristic
impact
of the Rally
Dakar 2015:
1
2
n
0
o
i
0
li l
m
8
4,
Viewers
following
racee
the rac
Argentina
in A
rgentina
Time on TV (+5%)
Value in the media:
Value
US$ 7 Millions
ARGENTINA
Broooaaadcast hours
Broadcast
in 119
9 ccountries
90
ountries
190
Economic
Ec
onomic impact
paact
acct
an
nndd more than
and
of Dakar in H
Host Countries
ounttries
tri
70 cchannels
chhannels
h
(Argentina
(A
rgen
entina
nttina + Bolivia
nntina
Boliv )
American
in A
m
dol
merican
dollars
185
42h
40'
Hours on the air in TV
throughout the whole
American Continent
American
4
1
3
i
m
n
o
ll i
n
o
li li
m
8
4
,
4
1
2
economic
Dakar's ec
onomic
Argentina
impact on A
rgentina
American
in A
merican dollars
:MotoGP
2014:
52.
749
Origin of foreign tourists:
enezuela,
Spain, England, V
Venezuela,
Colombia, Bolivia, Brazil, Holland,
Mexic
o,, Uruguay
y,, Paraguay
y,, China,
Chi
Mexico,
Uruguay,
Paraguay,
Russia, Japan, PPeru.
eru.
n
o
li li
m
6
4
800
0
MotoGP
generated
generated
more than
$ 46 million
Spectators
in bleachers
on Sunday
0
0
0
.
5
2
+1
207
Teelev
elevision
Television
broadcasting in 207
countries and a total
countries
of 28 million
worldwide viewers
42
People among
People
organization,
organization,
competitors,
competitors,
assistance
assistance
teams and press
More than 125,000
125,000
spectators
spectators during the
three-day event
A rec
ord of 42 flights
record
(private and public) at the
airp
ort in Termas
Teermas de Rio Hondo
airport

EXTRA FEATURE
BY MARYSOL ANTÓN
PH EUGENIA KAIS
I
look closely, I watch his movements, his hands, I see in them the
gentleness that he knows how to
transfer to each of the pieces he
carves and molds. A little star struck I
think: "he has breakfast with Ricky
Martin, dinner with Michael Douglas,
talks to kings and now he makes time
to talk to me?" And I'm struck by a
question: what remains in Marcelo
Toledo from his days selling rings in
Caminito? Aer more than two hours
of conversation, the answer reveals
itself: his essence. That essence that
shapes him, that develops him, that
vibrates in each of his works, present
in his quality as an artist.
Perhaps the strength of his essence is
such because it is an active part of
him since he was very young,
because it led him since he was just 8
072-075.indd 72
years old. "I had worked with my
grandfather that summer; he had a
shop which sold items le from the
demolition of houses, and with what
he paid me I bought the first pair of
pliers. And I started trying out things
with wires: my aunts gave me old
necklaces that they did not use any
longer; I went to Entel (the state
telephone company back then) to
ask for colored wires. Going to my
grandfather's shop was a party; I saw
the crystals in the chandeliers and
imagined necklaces, rings. That is
how I first made earrings, until I was
told that they couldn't be worn, that
they were too heavy," he smiles
recalling those aernoons when he
would wander around iron beams,
despite his mother's warnings not to
do so to avoid getting dirty or hurt.
10/20/15 11:34 AM
Marcelo Toledo
the nobility of metals
Elena Roger wore his pieces on Broadway, his works went
around the world, kings and Hollywood actors come to
his studio in San Telmo. This Argentine silversmith transcended borders with his personal modern style.
73
072-075.indd 73
10/20/15 11:34 AM
"I liked to play at being a crasman, threading necklaces. Other boys played football
and I played with wires. It was a self-taught
beginning, until I realized I needed to go
further, to find out if I could do something
more sophisticated and at age 14 I enrolled
in a workshop. That really opened my mind:
suddenly I was traveling alone, spending
time with older people," states this eldest of
six siblings, born in a typical middle-class
family: my dad was a businessman and my
mom was a stay-at-home mom.
Using instinct as his guide, aer moving to
capital because until then he lived in Escobar, Marcelo arrived at the street fair of
Caminito in La Boca. "In those years it was
not as it is now, tourism wasn't as developed
in the area. When a bus with tourists came,
we would all stand up and get ready. That
was a carefree time in which the main source
of concern was making enough to pay rent.
Aerwards came the most famous part,
always with a lot of effort and work."
-Did you ever dream of living a moment like
this?
-I always wanted to be what I am, you know
it deep down. Today, looking back, I imagine
that teenager and I can see that I am in a
different place, and I cannot imagine how
this young man living in Escobar could think
that he would be standing next to the President of the United States or a king.
-At what point did you realize that you were
going to make a living from jewelry?
-I don't know. I blame a journalist and architect, Carlos Dibar. One day he went by my
stand in Caminito and commissioned a
piece: a thick and heavy cross that he had
seen. He asked me if I dared to do it. Then I
showed him pieces that I always kept stored:
other kinds of work, not rings. He then
suggested taking some photos with these
pieces and others that I had at home. One
day he asked me to go for a coffee and he
comes in holding the Architecture supplement of the newspaper. It was the one for
the following day and obviously I wanted to
take a look at it. I opened it and I saw myself:
I saw a full-page article about my work. I
couldn't believe it! The next day, at 8:45 I
received a call from the Ministry of Economy
of the Nation, and I thought it was a joke,
but no, it was the Minister who wanted to
order pieces for protocol gis. And so I
entered a new world, because the ministry
requested pieces, but so did the businessmen who were in the delegations and very
quickly I started working on the top levels.
072-075.indd 74
I always wanted to be what I am,
you know it deep down. Today, looking back,
I imagine that teenager and I can
see that I am in a different place,
and I cannot imagine how this young man
living in Escobar could think that he would
be standing next to the President
of the United States or a king.
EXTRA
10/20/15 11:34 AM
From a stand in Caminito to talking with the
president of Telecom less than a year went
by. I sold presidential gis, gis for Bill
Clinton,Bush, and Prince Charles. It was a
whirlwind of incredible work.
Always one step ahead
Restless, Toledo is always trying to get out of
his comfort zone and thus, also driven by his
assistant at that time, Victoria Blanco, he
started to think about the possibility of creating
collections. He made one about spring, another inspired by Mozart and the third one had to
be something that catapulted him to the whole
world. "I was looking for something that went
beyond borders. And the name Eva Peron had
come up, but I could not make up my mind. So
I created a jewel for Elena Rogers when she
played Evita in London, and I went there to see
the play. In the theater, when I saw the English
moved to tears by the story of someone who
had nothing to do with them, it became clear
to me that she was the protagonist of the next
collection. It consisted of arduous research; we
worked together with the National Archives,
the Historical Research Institute Eva Peron,
with her family." And so Evita was born. Public
figure, woman and myth: a collection that gave
him nothing but satisfaction.
"What happened is something that still
exceeds my expectations. The show was
supposed to last 20 days and it ran for three
months, people from other countries called to
come and see it. It was taken on a tour of
Europe, Moscow and it even reached China. It
stayed there for six months; it was visited by 4
million people, who waited in a block-long
queue to enter. It also toured eight of the
largest cities in Brazil," says Toledo.
And it was this exhibition that opened the
doors of Broadway. "I already knew Elena.
First I was going to do a piece just for her,
and then I ended up doing all the jewels in
the musical she starred with Ricky Martin. It
was terrific: an article came out on the cover
of the New York Times, I was on the subway
and people were reading about my work.
Those things make you stronger, they
confirm that you are on the right track and
they are a springboard to dream on a different scale."
And, once again, Toledo shows that that
essence beats strongly in him. A few days
aer opening his last exhibition: Manos de
mujer (Female hands), he tells how excited
he was when he saw his cousins and uncles
go into the Fortabat Museum. "They, my
friends, are the ones who are always there,
the one who drink mate with me."
"Today my energy is set into showcasing
works that are truly genuine, and they are
the more they resemble the author," says
Toledo. And his are: his essence is evident.
75
072-075.indd 75
10/20/15 11:34 AM
OUR OWN
BY MARYSOL ANTÓN
Handicap 10
PH ESTEBAN WIDNICKY
La Martina is a national company that
represents the values of the Argentine polo and
it stretched its style beyond the limits of that sport.
Serene, as if he was not running one of the
Argentine firms with the biggest global expansion
(it is present in all five continents), Lando Simonetti
welcomes us, creator and director of La Martina, a
family business that took polo as its center, and it
based its development in that sport, that is one of
the most prestigious national images.
Obviously, the initial question, the one that opens
the conversation, has a part of curiosity and a part
076-077.indd 76
of wonder. Simonetti has heard it many times and
although the answer is simple, the future development of the brand shows that germinating the
seed requires work, planning and a sharp look. We
all want to know: How was he able to create a company
based on a sports identification? Lando answered in a
cool way, but with a dose of humility: "I wake up every
morning, drink coffee, I sit and think. I look at every story
from different angles.
10/20/15 5:37 PM
And so, La Martina was born, taking polo to create a
brand within a sport that did not have a brand
connected to it."
"We always new that the name La Martina would
remind people of polo. It does not matter in what
language you say it; the name refers to the sport. And
besides, we add the values of Argentine polo, because
Argentina has dominion in all aspects in this discipline,
from breeding to the performance of the players.
Argentine polo has important values in its essence: it is
played by rural people, each game is attended by families;
as there are no stands in many fields, children play
around and women chat
around cars until those
three seconds of fright
happen: when a player
falls down. All this gives
polo adrenaline, an extra
attraction," describes this
businessman who travels
the world and oversees
the designs of the typical
garments of these athletes:
from riding boots to helmets.
La Martina grew thanks to
input the Simonetti family
put into this project, because
just as polo is not a sport for
delicate gentlemen (as Lando
says), success in the business
world is not a matter of
chance. "Polo players
gallop, fight for the ball,
they have an enormous talent. In every game they can
change up to 8 horses, they adapt to the gait of each
horse, it is awesome to see them with their eyes fixed on
the ball, as if the animal's movements never affected
them, and with all the equipments, they can strike the
winner shot so perfectly that it even seems simple. This
is what we represent. This is a project that began 30
years ago as a family and national company. We are not
manufacturers of clothing, we are sport."
Here and There
"Years ago we did the most interesting thing when we
were created opportunities in the Middle East and with
the arrival in Dubai. Globalized campaigns require
analyzing regions. Generally, in each country there is a
catalyst, we need to land there because it is this nation
which originates commercial movement. For example,
in the clothing industry, the catalyst country in Europe
is Italy, in the Arab world it is Dubai. If you are in Hawaii
you get to Japan. If you know how the masses move, you
know where to put a store," says the entrepreneur who
proves to have the world
in his head.
"I dreamed about La
Martina and it came true.
The best part remains to
be seen, it will arrive in 5
or 10 years. Therefore, we
are digitalizing the entire
company, learning about
the enormous influence
data base has. We are
facing a radical change, it
is gigantic, so it is already
irreversible the amount
of information that is
loaded in the big data. I
appreciate being able to
surf on this big wave" he
sums up.
Blow aer blow, Simonetti
guides the ball to where
his eyes are looking, because in the world of La Martina
observation and strategy part of the game.
I wake up every morning,
drink coffee, I sit and think.
I look at every story from
different angles. And so,
La Martina was born, taking polo
to create a brand within
a sport that did not have a
brand connected to it.
77
076-077.indd 77
10/20/15 11:37 AM
078-argentinos#10-2.QXP_Maquetación 1 10/20/15 5:41 PM Page 78
ARGENTIN@S
BY MARYSOL ANTÓN
PH ESTEBAN WIDNICKY / FUERZA BRUTA
Argentin@s
078-argentinos#10-2.QXP_Maquetación 1 10/20/15 11:42 AM Page 79
Fuerza Bruta
breaking the mold
With over 10 years in action and three active companies
at the same time, this theater group is the most
successful in Argentina. The secret is to keep moving!

ARGENTIN@S
F
eet keep pounding on the floor; the harmonic vibration percussion
created by the audience is generated spontaneously and causes
an energy state that the actors communicate to the audience and vice
versa. In the Fuerza Bruta shows there are no spatial limits, there is no
stage and audience, no players and bystanders: whoever decides to
enter the room knows that their attitude counts for something. Because,
once again it comes to demonstrate that the whole is greater than the
sum of its parts.
No matter where: in Switzerland or in Argentina,
in New York or China, each one in its own way,
the audience always achieves the goal: to free
their bodies and allow them to move to the
rhythm created by all of them. "It is all part of
the great work of inventiveness by Diqui James.
It was he who one day brought up the idea of
doing something with a pool full of water. He
didn't have a clear idea, just that he wanted
girls playing in the water, floating in the air but
without using harnesses. From the onset it was
an idea of freedom. Then we focused on developing the technical aspects and so we came
across mylar, the material we use to generate
that feeling we wanted. It is highly resistant,
extremely slim: the thickness is a quarter of a
thousand of an inch. And only then came the
tests, obviously at first on a minimal scale,"
Fabio D'Aquila, general coordinator of the company and one of its founders, remembers.
Fuerza Bruta comes from James' idea, since
then D'Aquila is backstage giving support to
each idea. Gaby Kerpel joins them, giving an
identity to the music. "James and I have known each other since Organización Negra, which had more to do with a post dictatorial period,
then came De la Guarda and there something more universal began to
emerge, happier, it was the 90s. At that time the audience came to see
‘freaks', they found it hard to let go, they wouldn't allow themselves to
do it," Fabio describes.
An image followed another; they fed from each other and grew in
intensity and impact. Thru a lot of hard work, which is what Fuerza
Bruta means, the company grew and multiplied by three: nowadays
one is in Buenos Aires, a second one on tour (currently in China) and
a third remains permanently in New York.
"Fuerza Bruta makes action theater. The main thing is the expressiveness
of the actor, who is not in a regular set and there lies the innovation of
the proposal. Technology and what is new is also present, but put into
art, and that's also a break. Regarding space we occupy the audience's
place; there is no limit between actors and them. That is how that
back-and-forth is generated and spectators
also come out exhausted. Because they
spend 75 minutes standing, moving, letting
go," says Fabio in a pace that already predisposes people to jump and jump.
For those who were in Argentina on May
25, 2010 it is hard to forget the parade of
the Bicentennial, a theatrical outdoor experience through the streets, telling the
story of our country and dazzling over
two million viewers. "Without a doubt it
was the most moving thing we experienced
in our careers, we were touched that they
trusted in us. So far we had always worked
in abstract, and there we had to work
with historical facts. It was a long road to
get to the final product. First we met with
Felipe Pigna and were filtered historical
milestones, from over 200 to the 19 that
remained. On the day of the show we
were really scared, we hadn't been able
to rehearse, and there was no place to do
it. We had only been able to do it three
floats at a time in Tandanor shipyards who had given us the space.
Unforgettable is the time when we started to move down Diagonal
Norte, when we passed in front of the stage with the Latin American
presidents, seeing so many people. Afterwards we could not fall
asleep," recalls Fabio and he can still express all those feelings
through the trembling of his voice.
Fuerza Bruta: a company that has spent a decade pushing the
boundaries of creativity.
Fuerza Bruta in numbers
They have been 10 years in motion.
Their shows have been seen by over 3 million viewers, in more than 50 cities in 3 continents.
They did the largest street show in history: the National Bicentennial Parade.
They are Argentina's most successful theater company in the world.
Celebrities like Leonardo DiCaprio, Jimmy Page, Robert Plant, Steven Tyler and Angelina Jolie, among others have attended their shows.
By the hands of
A
nd suddenly silence turned into applause, tension became joy and
the proximity of death gave way to a new lease on life. Fifteen
years ago, in one of the operating rooms of the Hospital of Pediatrics
Dr. Juan P. Garrahan, surgeon Horacio Vogelfang, current Chief of Pediatric Heart Transplants in that institution, and his team had
accomplished a feat, and also a dream: the first pediatric heart transplant in the country. "It was in October 2000, we were sure because we
had practiced the techniques in England and Canada, but the success
of a transplant depends not only on the technical skill of the physician,
the rest of the operation is influential, because the clock is ticking and
there are only four hours in which it is possible to make the organ ablation. Obviously, there were also doubts and we knew we were being
watched closely by the colleagues who escorted the process. We were
surrounded by an atmosphere of uncertainty, until the patient left the
operating room. Then we looked at each other and applauded non-stop
for several minutes. That became a ritual that we still hold," says the
doctor, with emotion in his voice, because that was the first step that
made it possible to save the lives of many children.
Vogelfang
He is not God, but
for many parents
and children he
comes very close.
Head of Pediatric
Heart Transplants
at Garrahan
Children's
Hospital, he is the
driving force in
heart transplants
and artificial
hearts.

"The hospital is made up of very special people. They are
professionals (technicians, doctors, administrators,
all who work there) who feel the calling of
doing things well and doing them for the health of children."
And that was not the first challenge that Vogelfang had to overcome. In
January 2004, almost every Argentine followed in a nearly live transmission
thru TV and radio the transplant on Abril Dispenza, a girl who had
touched us during her long wait for a heart. "In that case the parents
had generated a lot of awareness. They did not ask for a heart, they
wanted people to get to know their daughter, because they argued that
this would create greater awareness about organ donation. During that
procedure we had extra pressure. Phones were ringing inside the
operating room! It was a very complex surgery and everyone was aware
of it and expectant," says the specialist.
Two years later, Vogelfang went further. "In our population-children with
heart diseases- many patients died before reaching the transplant,
because donors are scarce since few children die and not everyone can
be a donor, and this limits the possibility of those who need and expect
the organ. Back then we knew that in other countries artificial hearts
were being used to aid the diseased heart and lengthening life expectancy
of those waiting for a transplant. The first time we used one was in March
2006. The patient was dying due to their own pathology, and we started
to struggle to come up with an artificial heart, then the Ministry of Social
Development of the Nation procured one for us. 4 days later we were
able to implement it and within two weeks we got the organ that the kid
needed. It was so successful that the Ministry donated the equipment,
and we became the first hospital in Latin America to have this device that
has allowed some children to wait up to two years for a transplant.
Without this opportunity they would have failed."
How does he always manage to go
further? Maybe it's something that
Vogelfang learned as a child, and
who knows, maybe that is why pediatrics called out to him, they came
together and never separated. "People ask me why I studied medicine
and I do not know. I thought I was
going to like the profession. At first
I was leaning more towards psychiatry and surgery also attracted
me. I always remember the first
practices in Fiorito Hospital, in Avellaneda, they were shifts with many
surgeries and so I began to choose,
always from a practical side. I do
not know what degree of challenge
I was looking for by getting into
long surgeries, because I had polio
as a child and maybe it was a challenge to prove to myself that I was
able to stay standing for more than
two hours in complex surgeries. I
still do not know why I chose this
profession, but increasingly I do it
with more passion and more desire,"
he summarizes with the humility
of one who knows he has cemented
his way with actions.

A MAGAZINE ABOUT ARGENTINA

Transcription

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