The artist’s journey is paradoxical, as they can never fully experience the same joy as their audience. While most viewers only see the finished product, the artist is immersed in the process — the struggle to give form to an idea and bring it into existence. Many ideas, whether brilliant or not, often remain confined to the waste bin.
Visual artist Joshua Vides reflects on the path that led him to where he is today, pondering the countless napkin sketches that may never see the light of day. Known for running the label CLSC in Southern California from 2010 to 2018, Vides has since reinvented himself as an artist, collaborating with major brands such as NASCAR, PUMA, Fendi, and Ferrari. His work involves distilling products to their core elements through simple line sketches, drawing on early inspirations where objects are suspended in space, akin to thoughts in the mind.
Vides coined the aesthetic “Reality to Idea” in 2018, aiming to celebrate the initial spark of an artwork. Whether it’s an installation, painting, or object, his pieces evoke the feeling of being transported into the whitespace of a piece of paper. His latest collaboration with the award-winning tequila brand Cincoro, founded by prominent figures including Michael Jordan, is a testament to his ability to bring something special to the table.
Vides admires Cincoro’s willingness to push boundaries and experiment, highlighting the excitement of working on something that looks different and elevates his visual style. The upcoming celebration of Cincoro’s partnership with Joshua Vides at Art Basel in Miami Beach will provide an opportunity to delve into his “Reality to Idea” philosophy and the process of redesigning Cincoro’s sculptural bottle, while also discussing the merits of forging a unique path in the often imitative world of art.
