Latex paint on brick, 16' x 103', Reno, NV, 2018.
This mural is a tribute to the legacy of certain winemakers that have had a lasting impact on Craft as well as the wine industry in our region. This mural specifically highlights Clos Roche Blanche and Touraine in the Loire Valley.
Didier Barouillet overlayed with a poppy to signify his inadvertant influence on the Californian wine industry, his practice of letting wild flowers grow within the grape vines, and a tongue-in-cheek play on his role as the Pop of natural wines. A close up shot of red wine in a glass aside a long shot of an unassuming Loire Valley landscape with 'you are here' marker. A little sprout with deep roots to represent terroir. A play on the original Craft logo showing a man tilling his field.
The color field across the top is a recipe of ingredients to make the mural while the text across the bottom is cropped to suggest the importance of what occurs deep below the soil. A play on both transparency and invisibility.
(Excerpt from interview between Louis/Dressner and Didier Barouillet)
"So I decided I wanted to change everything. I wanted to start from the ground up, literally: to focus on where everything begins, which is the soil. My initial intentions were simply to make a more authentic beverage. I don't mean a better one; a wine that uses conventional chemicals and is well made has its public: a public that likes to consume "flawless" wine. But these wines don't express the soil and the earth they came from, and they weren't the wines I wanted to make."
To me so much of this interview runs parallel to what I see as the homogenization of the street art/mural scene. As more and more artists dip their toes in this field they don't truly search for regionality or a distinctive voice. This further gets compounded by heavy consumption through social media algorithms of the same popular imagery and styles leading to a trove of copy cats. This surface level production leads to technically proficient and "beautiful" works of art yet lacks the rich soul that expresses depth and a sense of place. A terroir.