La La Land Blog

I don't have a preference for specific media. The current result of each artwork I create is a wondrous medley of various techniques and applications, including watercolour, acrylic, digital composition, markers, and mixed media. But I need to confess that because I have been practising more with digital illustration lately, the way I compose for other media has changed. Even my colour palette has evolved since then. And I'm very excited about it.

I'm fascinated by the human healing process. I see genuine beauty when some vulnerable experiences are overcome and turned into awareness and strength. I'm also a spiritualist and intuitive to everything around me, and I love to be surrounded by nature, and clean spaces.

I'm also curious about the constant cultural exchange we are involved in. For example: in some of my recent authorial projects, I have been using Australiana fauna and flora and mixing them with my tropical roots, creating a bright space for people to feel welcomed and inspired. We are all made of various and distinct references coming together as one, and this is what makes us unique.

The artist's range I did for La La Land is a composition I'm proud of. It was surreal to create a scene where all of my favourites idols were interacting in the same space. I always say I would spend a significant part of my life talking to these guys at the bar if I could.

There's also another collaboration I did with Hew Clothing for their AW19 collection title "ECOLOGY".

It brings more than ten pieces with my artwork on it, and its debut happened on the runway at VAMFF last March in Melbourne. 

Also, there is a mural a did recently for Broadway Shopping in Sydney. At the end of the three days of work, it was incredible to see the same artwork I did digitally stamp on a large scale like that.

It has to be Mexico! I made a range celebrating Frida Kahlo for La La Land recently. And when I was searching some references to compose the scenario for the illustration, I found an explosion of colours and patterns in the pictures. For sure, it is a must go.

About a year ago I had the opportunity to send one of my artworks named Blooming to the person responsible for curation at La La Land. They decided to give a try to create a greeting card with that artwork. After a few months, they reached me to develop something to a brief. I made some options and picked up my portfolio and went there to present them. After a few adjustments, I was invited to become one of the in-house artist  which I have been doing since then lovingly.

I believe that every experience we have in life counts to the now. To work as a graphic designer in Brazil helped me a lot as well with my work for La La Land, especially in regards to packaging and finishing files. I'm also curious about techniques and media. So if I see something that instigates me, I'll give it a try.

Because I have a background in graphic design working for agencies in Brazil, I consider myself quite flexible when I'm creating for someone else. 

I understand that I can bring some ideas but at the end of the day I believe it is a combinations of your work and being at the same page with the client.

However, when I'm creating my original work or commissioned work, I like to follow my artist signature and to respect my current boundaries. If someone asks me to add something that I believe won't be an excellent fit for the artwork I will try to show them some alternatives. 

The main goal is to find balance when I'm creating something.

 

First of all, art exhibitions! I love to spend hours walking through the silent corridors of museums and also to interact with other people's arts.

Secondly, it's nature. To walk by the beach or some park and to sit there quietly doing nothing. 

And, of course, family. I love to spend a considerable amount of time with those I enjoy cooking, watching tv,  gardening, and taking care of the place. I think I learn with my mom that a happy house is a tidy house. So, I'm always taking care of the place I'm living in as well.

My favourite La La Land artist is my partner at work Lilly Perrott (with all respect to the others of course). 

I really enjoy spending time with her sharing knowledge and getting references for future projects. She is a real young talent, and I'm sure we all will hear a lot about her in the future. Mark this name Australia.

Pick up a strong, sturdy shopping bag that will fit all your groceries as an alternative to single-use plastic bags at the shops. You can also avoid those single plastic bags in the fruit & veg section and bring your own sustainable mini bags if you like to compartmentalise. The average reusable bag has a lifespan equal to that of more than 700 disposable plastic bags. One person using reusable bags over their lifetime would remove more than 22,000 plastic bags from the environment 

If you can swap jumping in the car and driving to school or work for simply walking or cycling on your bike then give it a go! Cars are responsible for roughly half of all transport emissions. Collectively, Australian cars emit roughly the same per year as Queensland's entire coal and gas-fired electricity supply. Despite these pledges to tackle climate change, Australia's emissions continue to rise, particularly from the transport sector.  B.Y.O.C. (BRING YOUR OWN CUP!)

If you're not making your own tea and coffee at home or the office and you need that caffeine fix, bring your own coffee cup to the cafe. All it requires is a second of forethought before you leave to go purchase one. Over a year, the use of reusable coffee cup reduces greenhouse gas emissions by up to 92% compared to disposable cups. It is estimated Australians use 1 billion disposable coffee cups each year which is approximately 2,700,000 paper coffee cups are thrown out every day! 

 

CREATE A COMPOST

Whether it's in your house or in your office, everyone creates food waste and it can be converted into valuable compost that can feed the plants and soil around you, causing them to thrive and attract beneficial insects like bees, butterflies and ladybugs. Besides, a greener planet is a happier planet. Before starting have a quick read up on what can and cannot go into your compost and within a month you could be feeding your plants and garden some serious rocket fuel that will boost their growth whilst reducing methane emissions from landfills and lowering your carbon footprint. 

POWER DOWN
In this modern age, we rely on technology and electricity A LOT! It's pretty crazy to think that simply boiling the kettle at home can use precious natural resources that are farmed right from our own earth which we will eventually run out of. By being aware and trying to be energy efficient you can help cut down on your need for electricity and rely less on carbon-intensive power plants. This reduces your home’s demand from the plant, which in turn benefits the environment by reducing their carbon dioxide emissions. Simple things like; turning the lights off when you're not in the room, setting your laptop to sleep mode after 20 minutes of being out of use, and turning powerpoints off at the switch can help make a difference and save you on your energy bill.

We asked the co-founder and creative director of La La Land, Elie Azzi, a few questions about what inspires him to come up with some of La La Land's best selling concepts. This is in lead up to a talk he is giving on the 26th of November at the Grounds in Sydney.

I love all the artworks we produce and I would buy them all however a lot may not be suited to my personal style. In the gift industry, we have to think about both our customer and the end user (the recipient of the gift). In this perspective we have to always think about our customers while we choose themes and styles that would make the recipient happy.

Some artists are happy to work with a brief others are not. I then look at if the brief will suit the personal style of the artist. I also have to think of timing. Some artists are busier than others. We also have two full time in-house artists, Lilly Perrot and Murillo Manzini who take on big briefs. Collectively working in a creative environment allows us to brainstorm and develop strong concepts. Ludivine Chu, my business partner also plays a big role in the creative as she manages the product development and has a great eye for detail.

I'm always looking at sales because that is the biggest determinant as to what is working and what isn't. What people love and what they don't. When we know a formula works we sometimes try to grow it and work on it but in a different light.

As cliche as it sounds, my inspiration comes from everything around me. At the moment it's fashion and history.

A lot of new artists submit their artworks via our website however I'm always on the prowl for new artists. It is a balance between talent, style and concepts. If I find an artist that has a style that we don't currently cover or her/his concepts are very unique, then I would be interested in publishing them. I come across so many amazing artists that are so talented but they paint subjects that we have already done or their subjects are just not suitable for our brand. How do you take an artwork and make it commercial.

It comes down to finding a concept that people would love. A concept that is relevant and/or beautiful and/or funny. For example, I noticed a lot of the old painting styles, the regal look of renaissance paintings trending. I became more and more fascinated by them and I wanted to explore the dark hues and detailed painting style. To be able to do this successfully I had to use a concept that would be popular and what better than pop stars? So this is how I came to do 'Music Royalty' when Michael Jackson, David Bowie, Prince and Queen were represented in the renaissance paintings style. I was in a grocery store when it came to me that all four men are represented as royal figures which I think is funny. When I tried to think of a female version I failed. Not everyone can agree who the queen of pop is. Is it Beyonce or Madonna?

I use Pinterest a lot to collect my thoughts, my mood boards are often digital. I then create creative briefs on in-design. Some could be very detailed, others are not. It depends on the artist and the concept. Who is your main inspiration? At the moment one of my biggest inspirations is Alessandro Michele, the creative director of Gucci. I'm currently obsessed with him. Other days it could be a rapper, an artist or a historical figure. My inspiration is always changing.

I couldn't do anything without my business partner Ludi and the team at La La Land. We are so fortunate to have the best team whom are passionate about the brand.

To make everyday living for our customers more creative, beautiful, unique, fun and fashionable. We want our products to help people feel good, to meet the purpose of the brand, and that is to inspire happiness and creativity.

Expect artworks that reflect women empowerment, lots of roses, European romance, Mexico and of course more Australiana.

COME AND LISTEN TO ELIE AZZI

ORGANISED BY GENERAL ASSEMBLY AT THE GROUNDS

HOW TO BUILD YOUR CREATIVE CAREER

$15 Mon 26th Nov 6:30pm-8pm

The Grounds Of Sydney Shop RG 12, 500 George St Sydney

BOOK YOUR TICKET HERE