Juan Francisco Bertoni

Juan Francisco Bertoni

ARTIST

A Journey of Artistic Rebirth from Argentina to Spain with Juan Francisco Bertoni

Honestly, I never set out to be a photographer, a visual artist, or a designer. My journey has been more about experimentation, having fun, and finding catharsis in whatever materials are at my disposal.

Juan Francisco Bertoni, an Argentine artist currently residing in Barcelona, identifies as a multidisciplinary creative. While exploring various artistic avenues, he has found a particular fascination with editorial illustration in recent years. This passion has intertwined with other inspiring projects, shaping and enriching his artistic journey.

Juan Francisco Bertoni
Juan Francisco Bertoni

How has your move from Argentina to Spain contributed to a sense of rebirth in your artistic journey, and in what ways has this transition influenced the evolution of your creative approach?

Being at home is easy and not so easy at the same time. When someone leaves, they do because of something. So a fresh start is always welcome. Moving to Spain wasn’t an active decision, it kind of just happened. But finding myself here wasn’t rough at all, as the Spanish & Italian heritage in Argentina is not only palpable but a huge chunk of my life. That familiarity actually helped me be myself, and it was easy to find myself focused, “lightheaded” in the best of the senses, and that only led to myself opening up to experimenting and going for things.

Reflecting on your journey as a multidisciplinary artist, how would you characterise the evolution of your artistic practice over the years?

The first words that come to mind are “free” and “random”. Honestly, I never set out to be a photographer, a visual artist, or a designer. My journey has been more about experimentation, having fun, and finding catharsis in whatever materials are at my disposal. In the early days, financial limitations could have been a hindrance, but they never dampened my enthusiasm. I’ve always been open to trying new techniques, mediums, and tools without prejudice. However, one of the most valuable lessons I’ve learned is the importance of confronting, daring, and reflecting on myself, as these are the keys to real progress.

Juan Francisco Bertoni
Juan Francisco Bertoni

Can you highlight some of the captivating projects that have left a significant imprint on your recent artistic endeavours?

I remember my first actual gig, it was the cover story for Vogue China and Anna Wintour herself had the final word – that was really something for me! But all of those first editorials in Vogue, Elle, GQ & other fashion mags helped me reach further audiences and led to working with amazing creatives and brands such as Gucci, La Mer, Rocco Forte, Amouage, etc.

Is there a specific project that you found particularly inspiring or challenging? If so, could you delve into the details of what made it stand out to you?

Each project is both inspiring and challenging in its own way. From my perspective, it’s about creating something from scratch, whether it’s drawing from emotions or starting with a blank canvas. I find fulfilment in every artistic endeavour, making it difficult to choose just one favourite.

When it comes to your illustrations, what themes or subjects tend to serve as your primary sources of inspiration?

Im passionate about transformation and change, especially when it comes to reworking things. My perspectives are deeply personal and abstract. My art reflects the mysterious and esoteric, serving as a canvas where personal truths blend with the abstract.

Juan Francisco Bertoni
Juan Francisco Bertoni

Could you share a memorable collaboration experience that has left a lasting impression on you as an artist?

Every collaboration I’ve been part of holds a special place in my heart. It's hard to pick a favourite and I value each one for the unique experiences and lessons they’ve brought. Whether working with other artists, or people from different backgrounds, every collaboration has taught me something new and expanded my creative toolkit. From bouncing ideas off each other to the good vibes flowing throughout the process, each collaboration has been a valuable learning journey, shaping me as an artist and reminding me of the beauty of teamwork and shared creativity.

Are there any specific themes or concepts that youre enthusiastic about delving into in your upcoming work?

I aim to dive into the realm of abstraction as a means to evoke and explore the intricacies of human experience. I am fascinated by the idea of using abstract forms, colours, and textures to convey intangible aspects – feelings, thoughts, and sensations that are often difficult to articulate through other means.

When I begin something new, I immerse myself in research and reflection, drawing inspiration from various sources.

Can you discuss how your creative process typically unfolds when embarking on a new project or exploring a fresh artistic direction?

Each project brings its own uniqueness. When I begin something new, I immerse myself in research and reflection, drawing inspiration from various sources. I freely experiment, allowing intuition to lead the way, and then refine my ideas based on what resonates the most. In commercial projects, collaboration is crucial. I firmly believe that art is not just about execution but also about exploration.

Looking towards the future, what upcoming projects or artistic avenues are you eager to explore?

In the future, Im excited to explore how art intersects with everyday life. I envision immersive experiences where art becomes a natural part of our surroundings... but well have to wait and see.