Zonamaco: México

¡Corre! by Froiid

For more than a decade, Froiid has investigated the interactions between art, games and society, examining the complex relationships between the public and the institutions. His artistic practice establishes his own vocabulary, which explores the negotiations and dualities that exist in the relationships between subject and object, as well as between the game and life. From this perspective, his production encompasses a plurality of languages and supports, including games, installations, objects, videos, photographs, sound works and digital technologies.

For ZonaMaco, Froiid presents a project that takes as its starting point the "Lotería de las Flores", a traditional Mexican game, but which is reconfigured here through a powerful encounter between playfulness and abstraction. The artist incorporates the vibrant colors of the uniforms of legendary Mexican goalkeeper Jorge Campos, an icon of popular football aesthetics, whose outfits full of colors and geometric shapes have become a cultural and visual reference.

The project consists of 55 paintings, each corresponding to a card from the game, created from wooden frames painted with synthetic enamel paint. The names of the letters are written with vernacular typography, evoking the visual tradition of truck drivers' signs, a common practice in several Latin American countries. This choice connects the work to everyday practices of popular communication and also reaffirms the graphic and symbolic power of popular visual languages.

Arranged in a modular way, the paintings occupy the exhibition space like a large moving composition. They are articulated in a game of continuous reinvention, where the painting cards do not follow pre-established orders, forming new combinations of colors, signs and shapes. Without a defined beginning or end, the installation proposes an experience of continuous transformation, destabilizing any attempt to fix the visitor's gaze.

Froiid's work is close to the tradition of geometric abstraction, but subverts it by introducing the notion of game and randomness, referring to the dynamics of games of chance and the fluidity of collective experiences. The pulsating colors, inherited from Jorge Campos' uniforms, add a vibrant dimension to the work, summoning the chromatic power and instability of the rules of the game.

By bringing to the art space a game so rooted in popular culture, Froiid promotes a displacement that reveals the contact zones between the playful, the pictorial and the institutional. His work is not content with just being contemplated; it calls the public to active participation. Thus, "Lotería de las Flores" becomes a field of infinite possibilities, where each play is also a new painting, and each painting, an open play.