1 Please give us a brief bio of yourself and your creative background.

My name is Alicia Framis and I am Spanish/Dutch artist who is renowned for my social involvement in today's society and technology. I am proud to say that I am considered one of the most important artists in Europe! In my practice as a multidisciplinary artist, I focus on critiquing outdated or uneven societal power structures and shortcomings, developing projects that span performance art, design, architecture, and fashion to explore new ways of living together. Public participation plays a vital role in my artistic approach, aiming to forge new possibilities for coexistence. I was awarded the Lucas Artists Visual Arts Fellowship 2021-2024 in California. My works are included in numerous permanent collections, such as the Hirshhorn Museum in Washington (US), Stedelijk Museum in Amsterdam (Netherlands), MUSAC in Castilla y León (Spain), Museum voor Moderne Kunst Arnhem (Netherlands), FRAC Lorraine (France), Ullens Center for Contemporary Art in Beijing (China), El Museo del Barrio in New York (US), Philadelphia Museum (US), and Migros Museum für Gegenwartskunst in Switzerland.

2 What made you become/why did you choose to become a creative?

Creativity has given me a sense of freedom and personal space. It has also provided me with the opportunity to connect with others and feel understood as part of a group. I believe that creativity can make a better world.

3 Tell us more about your business/company, job profile, and what you do.

I work as an artist, creating performances and interactive sculptures that are always connected to the needs of society. Currently, I am integrating AI into all of my artworks. AI is a wonderful tool that allows me to innovate and question our world. I'm very interested in developing holograms that can help isolated people in the world.

4 What does “creativity” mean to you?

Creativity is a space of freedom, where curiosity and a sense of being unrestricted thrive. It is an act that aligns closely with the universe and the essence of a higher power. Creativity serves as a tool to unite minds.

5 To you, what makes a “creative” idea and/or design?

To me, a "creative" idea or design is characterized by a unique combination of information that results in something entirely new, original, thought-provoking, interesting, sophisticated, and beautiful. Creativity can manifest in various ways!

6 Tell us about your creative and/or design process.

Regarding my creative and design process, I typically begin by identifying a problem that lacks a solution, something that troubles or intrigues me. I strive to find ways to contribute to society, such as addressing the issue of loneliness. I generate numerous ideas and study past solutions to ensure that I don't repeat them. Instead, I aim to start from scratch and create something new, different, provocative, and infused with humor. Throughout the process, there comes a point where I feel the form and content align perfectly.

7 What's your favorite part of the creative process and why?

For me, the favorite part is inventing things that don't exist yet and, of course, sharing what I do with people. The process and, of course, the results. The work can't stay in storage; the work is meant to be a part of our society.

8 Describe your creative style and its main characteristics.

My style involves creating interactive art, where the most important aspect is allowing people to experience my work. My art comes to life when it is activated.

9 Do you think your country and its cultural heritage has an impact on your creativity process?

Yes, of course. I spend most of my time in Europe, so I believe my work is influenced by European culture. However, I also create work in other countries and strive to understand the needs of different people. I collaborate with various communities and local individuals, which provides me with a valuable source of understanding different ways of living.

10 Can you explain a bit about the winning work you entered into the 2023 MUSE Creative Awards, and why you chose to enter this project?

I entered with an innovative work called INSOMNIACS, which is a collection of 'paintings-tools' designed to accompany people who suffer from insomnia at night. These works are made from fluorescent tape, similar to what is used in airplanes to guide people to emergency exits in the dark. The theme of these works revolves around insomnia, a common issue experienced by many due to the anxiety caused by the pandemic or the global uncertainty we are facing.

11 What was the biggest challenge with this project?

The biggest challenge, in my opinion, was to demonstrate how art can be a part of our daily lives. Art is an important tool that helps us feel better, understand the world around us, and improve communication with others.

12 How has winning an Award developed your practice/career?

Winning an award has given me more confidence in my work and the knowledge that I am creating something meaningful for others. The life of an artist can be lonely, so it is always rewarding to feel a sense of belonging to a community and to be understood.

13 What are your top three (3) favorite things about our industry?

Curiosity, imagination, innovation, and friendship.

14 What makes your country specifically, unique in the creative industry?

In my adopted country, the Netherlands, I have to say they are pioneers in the creative industry.

15 Where do you see the evolution of creative industry going over the next 5-10 years?

I believe that with the effective use of AI, we can make significant advancements in design, innovation, and ethics. Currently, there is a growing discussion on values, the limitations of our digital tools, and the essence of being human.

16 What resources would you recommend to someone who wants to improve their skills in the creative industry?

I would suggest studying AI and ethics, while also embracing one's uniqueness. Uniqueness is closely tied to talent and curiosity.

17 Tell us something you have never told anyone else.

Hahaha, I love to go visit empty museums, with no people. Only for myself.

18 Who has inspired you in your life and why?

My greatest inspiration is Rothko because he attempted to humanize a rectangle, and he succeeded so well that we experience emotions when observing a square. Through art, we have the power to move people. I have been inspired by numerous artists who chose to make breakthroughs in art history, even when not everyone understood their work. Steve Jobs has also been a significant inspiration to me. He was a visionary who often felt isolated.

19 What is your key to success? Any parting words of wisdom?

My key to success is to do something that nobody has attempted before and to listen to my intuition.

20 Which THREE (3) friends/peers would you nominate to participate in the next MUSE Creative Awards?

I would nominate Daniel Canogar, Rirkrit Tiravanija, and Pipilotti Rist.

21 Do you have anything else you would like to add to the interview?

Alicia Framis, the first woman to marry a hologram for emotional companionship, envisions a future where humans form intimate relationships with artificial intelligence. This contemporary couple, embodied by AiLex, an interactive holographic sculpture, explores the intersection of technology, intimacy, and loneliness in our modern society. In this performative series, Framis delves into the practical and ethical aspects of human-AI relationships, engaging with various contemporary debates such as posthumanism, virtuality, and questions of gender within intimate and social spaces, including their dissolution. The marriage ritual between a human and an avatar symbolizes the emergence of a new era where relationships extend beyond humans to holograms, avatars, and robots. Passionate about blending science and art, Framis aims to utilize this project to reflect on AI relationships as therapeutic tools, aiding individuals with different challenges, from physical disabilities to trauma survivors. This innovative approach seeks to address issues such as gender imbalances, cultural stereotypes, and social requirements. Framis believes that AI-human partnerships can provide companionship and support, offering an alternative for those seeking connection, including individuals who have experienced trauma or suffer from autism, agoraphobia, and disfigurement. The project, supported by entities like DeDepot Boijmans, Rabobank, Montalvo Arts, California, and LAM Museum, represents a pioneering exploration at the intersection of art, technology, and human connection.

WINNING ENTRY

Experiential & Immersive
2023
MUSE Winner - Leave here your fears
Alicia Framis

Entrant Company

Noor Riyadh 2023

Category

Experiential & Immersive - Community

Experiential & Immersive
2023
MUSE Winner - Wavespace
Lachlan Turczan

Entrant Company

Noor Riyadh 2023

Category

Experiential & Immersive - Exhibition Experience

Experiential & Immersive
2023
MUSE Winner - SLOW ARC XI
Conrad Shawcross

Entrant Company

Noor Riyadh 2023

Category

Experiential & Immersive - Exhibition Experience

Experiential & Immersive
2023
MUSE Winner - Thurayya
Madhawi AlGwaiz

Entrant Company

Noor Riyadh 2023

Category

Experiential & Immersive - Community

Experiential & Immersive
2023
MUSE Winner - Through Urban Flux
Amr Abuzaid and Pharah Al-Ghalib

Entrant Company

Noor Riyadh 2023

Category

Experiential & Immersive - Experiential & Immersive / Other___

Experiential & Immersive
2022
MUSE Winner - Vertical Horizon
Quiet Ensemble

Entrant Company

Quiet Ensemble

Category

Experiential & Immersive - Interactive Outdoor Event

Experiential & Immersive
2022
MUSE Winner - Pavilion of Moonlight Horizon

Entrant Company

HAVAS

Category

Experiential & Immersive - Exhibition Experience

Experiential & Immersive
2022
MUSE Winner - Earth
spY

Entrant Company

HAVAS

Category

Experiential & Immersive - Interactive Outdoor Event

Experiential & Immersive
2022
MUSE Winner - Hika-Rakuyo
ETERNAL Art Space

Entrant Company

Noor Riyadh

Category

Experiential & Immersive - Interactive Outdoor Event

Experiential & Immersive
2022
MUSE Winner - AXION
Christopher Bauder

Entrant Company

HAVAS

Category

Experiential & Immersive - Interactive Outdoor Event

Experiential & Immersive
2022
MUSE Winner - Keep it alive
eL Seed

Entrant Company

HAVAS

Category

Experiential & Immersive - Community

Experiential & Immersive
2022
MUSE Winner - Vibrance
Bruno Ribeiro

Entrant Company

HAVAS

Category

Experiential & Immersive - Experiential & Immersive / Other___

Experiential & Immersive
2022
MUSE Winner -  I see you brightest in the dark

Entrant Company

HAVAS

Category

Experiential & Immersive - Experiential & Immersive / Other___

Experiential & Immersive
2022
MUSE Winner - IN LINEAR RES
SCARLETMOTIFF

Entrant Company

Noor Riyadh

Category

Experiential & Immersive - Exhibition Experience

Experiential & Immersive
2022
MUSE Winner - Oasis
Arne Quinze

Entrant Company

HAVAS

Category

Experiential & Immersive - Community