César Yagüe is a Spanish digital artist, creative director, 2D, 3D, and VFX artist. Since the very beginning of his professional path, Cesar has been working with different means of communication, like publicity, feature films, TV, the Internet, events, and installations. AlfaArt is an exceptional, multidisciplinary experience merging the cutting-edge AV technology and art of César. AlfaArt employs large-format LED screens manufactured by Alfalite, a company with more than 20 years of experience in the audiovisual sector. Alfalite specializes in the development, manufacturing, and export of LED screens.
A unique AlfaArt project designed by César Yagüe turns entire walls into vibrant canvases. This excellent work is scalable and can be customized in its size or resolution to enhance various spaces and improve their ambience. Canvas designed by Cesar joins colors, abstract shapes, and nature inspirations, allowing them to transform ordinary spaces into extraordinary experiences. We dive into César’s story and find out how he came up with the idea of creating the AlfaArt project.
Iwona Wierzbanowska, AV Tech Magazine: How did your interest in visual art start?
César: My interest in visual art started at a very young age. I’ve always been drawn to visual expression. As a child, I remember painting with golden spray paint in my parents’ garage, particularly focusing on transforming my cherished bicycle into a work of art. Later on, I enjoyed working with crayons in school. As I grew older, I began exploring digital tools like Corel PhotoPaint and CorelDRAW, which expanded my creative horizons. Eventually, I discovered 3D Studio and started experimenting with video art, even before knowing it was called that. My journey as an artist has been shaped by a deep passion for visual expression and a continuous exploration of new creative avenues.
You´ve been working with television, films, and installations for quite some time. Was there any specific moment that brought your focus to the audiovisual industry?
During my studies in Mass Communications at St. Louis University, I connected with a professor who introduced me to the world of audiovisual production. This led me to establish my own post-production and multimedia production studio later on. Although I worked as a Flame Artist for a few years, I have since transitioned away from that role. My experience as a Flame Artist provided me with valuable skills and insights, but I now focus on other aspects of visual art.
How did you get connected with Alfalite, and how did the idea to prepare the AlfaArt project come up?
I got connected with Alfalite thanks to Luis Garrido, as we both come from the audiovisual world and were in contact via LinkedIn. One day, I received an invitation to follow Alfalite’s page. Upon visiting their website, I realized they were the Spanish manufacturers of Gourmet screens, which another colleague had recommended to me. Intrigued, I immediately emailed Luis Garrido expressing my interest in presenting an idea. To my surprise, within five minutes, Luis Garrido called me, eager to hear more. We spoke for nearly an hour, getting to know each other and discussing our backgrounds. I initially proposed showcasing my artwork at their trade shows and potentially selling their screens featuring my art. While Luis initially mentioned they didn’t sell content, I suggested sending him a playlist of 20 artworks for consideration. Two days later, I received an email from Luis Garrido agreeing to explore the possibility of integrating my art with their screens. From there, we continued to develop the concept, eventually leading to the creation of AlfaArt—a solution comprising screens, artworks, and media players installed worldwide. Our collaboration evolved organically, culminating in a visit to Alfalite’s factory, where we were amazed by the quality of their screens and how my artwork looked on them. This inspired us to further develop the AlfaArt solution, creating documents, workflows, and refining our collaboration to this day.
Can you explain what your vision is and what ideas are standing behind AlfaArt?
My vision is to bring excellence and beauty, contemplation and silence, to spaces. In the soul of each space lies a latent story, an echo seeking to resonate with those who inhabit and visit it. AlfaArt is its manifestation, an evolutionary dialogue between art and technology that transcends mere aesthetics to transform walls into pulses of creativity and life. This manifestation is not just visual; it is an awakening of sensations, an invitation to deep contemplation and connection with the sublime, with the energy of silence.
When you were preparing your project that employs LED screens, have you been considering some other manufacturers? Why did you decide on a cooperation specifically with Alfalite?
Yes, in reality, I have contacted all screen manufacturers, including Sony, Samsung, and LG. We’ve had meetings, but ultimately, we haven’t reached an agreement because they are giant multinational companies, and a tremendous obstacle is the English language. I am Spanish, not fluent in English, and in reality, we are a team of two people, Saralamusa and me, so it has always been very difficult for us to contact other companies at this level. When I personally met Alfalite and saw that it was a Spanish company located in Huelva, just three hours away by car from where I live in Malaga, it was a game-changer. Being Spanish, understanding each other, sharing the same culture, being able to communicate easily, pick up the phone, call each other, and respond without any problem—these things are incredibly important. The fact that we all enjoy ham and potato omelette may seem like a joke, but it’s not. It’s a common way of life, a shared understanding, a common vision that somehow unites us and creates an important bond. That has been decisive, and of course, Alfalite’s screens are the best. I have seen screens from other manufacturers, and honestly, Alfalite’s screens are extraordinary and gourmet screens. And when you add to that the fact that we share the same culture, it’s a perfect match.
In the past, there have been collaborations between artists and LED manufacturers, but AlfaArt is probably the first installation built around a specific artist. Do you think it is an important step and a good example for other AV manufacturers in the future?
Yes, indeed, this partnership is truly one-of-a-kind. Both Alfalite and I are trailblazers, and we’ve joined forces to create this groundbreaking solution. While other manufacturers have partnered with galleries in the past to offer art from various artists, what sets us apart is our exclusive collaboration with a single artist – myself. With my diverse range of styles and extensive portfolio, we can cater to a wide array of clients and tastes. Dealing directly with a single artist of my caliber ensures top-quality work and a seamless experience, without the hassle of multiple intermediaries.
Do you find that cooperation like this can raise awareness of both art and the technological solutions behind it?
Absolutely, this partnership has the potential to bridge the gap between the technical and artistic realms worldwide. While there are many global installations and collaborations already in existence, approximately 90% of these installations are labeled as art, but they are not truly so. They are more entertainment-focused, offering immersive spectacles for people to enjoy, but they do not provide experiences that can be replicated at home or in a hotel lobby. Essentially, they are purely commercial experiences. What we are bringing forth is something entirely different. It’s an experience that can be brought into one’s home, a hotel, or even a clinic—serene experiences that may very well inspire others to follow suit and replicate this business model.
What makes AlfaArt projects special and different?
Apart from the artistic part, it is worth mentioning technological aspects like scalability, 24/7 playback, size and format options, and custom resolutions.
César: As for technical aspects, one of our offerings is the ability to create installations of any type and format. We have no resolution limits, no restrictions on dimensions. We can create curved or straight portions of the screen, adapting to the shapes of specific spaces. On the artistic side, in terms of content, we offer the same flexibility. Not everyone is equipped to create content in 16K, for instance, or in completely non-standard resolutions. This sets us apart, as we tailor the artistic experience to the client’s needs, accommodating any resolution, format, and more. Additionally, our artworks are designed for 24/7 playback, whether in public or private spaces. We work with top-tier media players to ensure seamless 24/7 reproduction.
Could you please explain in detail the AV technology behind AlfaArt and your contribution regarding digital art?
Alfalite creates the finest digital canvases I’ve personally seen, and I’ve seen many from various global manufacturers. One of the most impressive features of their digital canvases is that they are currently manufacturing a canvas with a 0.6 pixel pitch, which is wonderful for having extremely high-resolution artworks and being able to display them in relatively small spaces. This means you can have an 8K artwork in either horizontal or vertical format in just a few meters, suitable for a luxury home living room or a small lobby. That’s on the technology side with Alfalite. As for the art I create, basically what I bring to the world is beauty, consciousness, calmness, serenity, and the energy of silence. All of this combined with a very natural, organic movement that captivates people, relaxes them, and makes them feel like they’re in another world, on another plane, at another level of consciousness. And well, that’s basically why I’m so excited to partner with Alfalite.
In your opinion, what are the most suitable markets or environments for AlfaArt?
Our market essentially targets luxury environments, including homes, yachts, hotels, residences, and clinics. We cater to those who seek top-quality artwork to bring awareness, beauty, and tranquility into their spaces, and who have the budget and space to enjoy it. Additionally, our market extends to controlled transit spaces such as airports and upscale shopping centers, where art plays a significant role in enhancing the environment, guided by architects and interior designers.
What are the media servers used alongside AlfaArt?
The media players we use vary depending on each need. Initially, we use a wide range of media players to meet the needs of each client. A client who only needs to power a screen 24×7 is entirely different than others that need to be turned on and off on schedules and power multiple screens. So, we resort to other more complex media players.
What pixel pitches and resolutions come with AlfaArt?
The recommended pixel pitch for AlfaArt depends on the space where the artwork will be located. For small spaces, we recommend a 0.6 pixel pitch, which offers maximum quality and allows the artwork to be viewed with great clarity from a distance of 60 cm. For large spaces where the artwork will be viewed from several meters away, we have different recommended pixel pitches. The 1.5 works delightfully well for large spaces, and we can even go for a larger pixel pitch if needed. Personally, I prefer up to 1.5 because it provides extraordinary quality. However, we are open to using larger pixel pitches for spaces where the artwork will be viewed from several meters away.
Do you have ideas for future projects that would deploy AV technology in your art?
My art is digital, so the canvases need to be screens. My art is always linked to technology. It’s not that I have specific projects for the future regarding technology. It’s that my art is linked in the present with technology, and it will be in the future as well.
