The Boss: ZÉLIKA GARCÍA, 20 years of ZⓈONAMACO
The Boss:
ZÉLIKA GARCÍA,
20 years of ZⓈONAMACO
photography MARTHA ÁLVAREZ
starring ZÉLIKA GARCÍA
interview NATALIE ROTERMAN
Twenty years ago, Zélika García had the vision to found a contemporary art fair in Mexico, not knowing that this very fair, ZⓈONAMACO, would become the most important in Latin America. Today, Zélika shares with us the challenges and satisfactions of pursuing and dedicating herself to this dream.
L’Beauté: How did you get your start in the art world?
Zélika García: I got into art at a very young age because my grandmother constantly took me to different exhibitions. I believe that’s how I connected with art and my passion for this discipline emerged.
I studied art aspiring to become an artist. However, when I learned that Expo-Arte Guadalajara wouldn’t be happening, I realized the need to continue the work led by Gabriela Lopez Rocha, Pablo del Val, Carlos Ashida, and many others, and to create a new platform that would promote Mexican and international art, encouraging the public to start collecting. That’s how ZⓈONAMACO was born. At the time, I never imagined the fair would reach its current level, though I did dream of it a little. Today, ZⓈONAMACO has solidified its position as the most prominent art platform in Latin America. In the upcoming February edition, the fair will feature over 200 exhibitors from 25 countries.
L’Beauté: What would you say are the biggest challenges you’ve faced in establishing yourself in this world?
Zélika García: The biggest challenge was getting people to believe in me, for the fair to grow and solidify as a relevant event in Mexico. It was about getting gallerists, collectors, and sponsors to believe in it even when it was the only event of its kind in the country at the time. Today, ZⓈONAMACO is the most important and largest art fair platform in Latin America, and this year it celebrates its 20th anniversary, featuring over 200 international exhibitors.
L’Beauté: How have you seen the transformation of art in Mexico?
Zélika García: The contemporary art landscape in Mexico has undergone a remarkable transformation; both the market and the artistic offerings have experienced significant growth. In addition to the historically relevant galleries in the country, numerous new galleries have emerged and established themselves, while others are in the process of consolidating. In my opinion, ZⓈONAMACO has played a fundamental role in this process. Not only has it brought together gallery projects from various parts of the world in one place, but it has also contributed to the demystification of contemporary art and fostered collecting in the country. The exchange between artists, collectors, and curators during ZⓈONAMACO has helped to further internationalize the Mexican art market every day and reinforce international art in our country.
LB: If you weren’t working in art, what would you be doing?
ZG: I can’t imagine doing anything else. I love what I do. I enjoy it immensely and learn every day from wonderful people.
LB: What’s a typical workday like for you?
ZG: During fair season, it’s very intense. I’m always on the go with a double espresso in hand—or a tequila, depending on the time—checking everything pending on my phone: emails, WhatsApps, calls with my team, messages with friends, and professionals visiting the fair. My days are long and very busy. Sometimes I’m a production manager, other times a curator, salesperson, public relations, marketing team, accountant, lawyer, designer, or even a spelling editor. I could go on and on, but I’m always working hand-in-hand with a great team that I’m very fortunate to have. I enjoy all aspects of my work, and the good thing is, I never get bored.
LB: What changes would you like to see in the art world over the next five years?
ZG: I would love to see a more pronounced focus on sustainability. I believe the art industry has the potential to be a leader in promoting sustainable practices that respect our environment. I’d like to see a greater emphasis on using recycled materials, reducing waste, and incorporating eco-friendly technologies across the board.
LB: What do you consider makes something a work of art versus an everyday object?
ZG: I believe the distinction between a work of art and an everyday object lies in the creator’s intention and its ability to convey meaning and emotion. While an everyday object may have a functional purpose and be designed primarily to fulfill a specific task, a work of art goes beyond practical utility. It’s what moves the artist, and subsequently, perhaps, the viewer.
LB: Talent is…
ZG: …a motor that drives creativity and gives life to unique expression.
LB: If you could own just one piece of art, any piece, what would it be?
ZG: A piece by Georgia O’Keeffe.
LB: What advice would you give to those who want to venture into the art world?
ZG: I’d advise them to explore diverse art forms, as there’s a vast artistic landscape out there. They should pursue continuous art education, whether formally or informally, and most importantly, be authentic in their artistic expression. Read, see, explore, and let your curiosity be sparked.
DISCOVER: Así conmemora ZⓈONAMACO sus 20 años
