The Tastemakers Society

Aerosyn-Lex Mestrovic also known as the multi-task-king, juggles projects like those acrobats in the circus juggling knives, always looking to add just one more into the mix. Lex stays busy traveling, consulting, designing and that’s just a few things he handles to keep from overdosing on too many Japanese youtube videos. This interview with Lex was done in 3 parts over 7 months, visiting 3 continents and talking about everything from collaborations, culture comparisons, Buenos Aires women and public speaking. 

So lex tell me about yourself

Peace Manny, first of all my thanks for inviting me to this conversation - I can see I’m admist great company. To the question, my name is Aerosyn-Lex Mestrovic. I’m currently Creative Director of and partner in the KDU (Keystone Design Union) as well as being the Creative Director for URB magazine (15 yr old American music publication, based in LA and NY). I’m originally from Buenos Aires, Argentina. I spent my youth off in the south, Miami and the rest of the Florida swamps to be exact. I then made the move to Brooklyn to study at Pratt. Before finishing my coursework however I took a year to live, work and study in Tokyo through Temple University. I really value that opportunity I fully immersed myself in Japanese culture and aesthetic as I feel that’s something which has informed my work ever since.

How did you hook up with David Gensler and the KDU? And on an even deeper note how did that migrate into you becoming partner in the foundation of what the KDU is and is becoming?

Call it a fateful collision. I had come across SVSV’s first collection and at that time I had just moved back from Tokyo, and finished up my studies. So I reached out to him with my work and then we met for a conversation up in Willie B. The rest as they say is “Revisionist History”. I first started out by contributing work to The Royal and then ended up taking on the design and execution of SVSV’s second collection (A Form of War). A few months later the magazine was fully under our control and I was getting a crash course in publication/editorial design cranking out a hundred or more pages of content in a frenzied, tang and tater-tot fueled weekend. Since then I’ve been a partner in The KDU and The Royal and have worked with DG on anything and everything we touch.

I think much of it was a natural synergy in that both of us have a similar aesthetic foundation and we both gravitate towards the same visual cues. As such it was easy for me to really move forward and build up the formal aesthetic language which defines the organization. I mean at the root, we are a global collective that houses a myriad of visual styles. But I think the KDU has it’s own distinct brand image and presence and I feel happy to have lent to that construct.

With a collective of 500 members do you plan on trying to work with all of them and how do you decide or come up with ways to collaborate with other members? Explain a process in getting a collabo done from start to finish?

There’s an immense amount of talent throughout the world and as with other facets of life, technology has all eliminated the restaints of ones physical location and allowed for networks such as ours to take shape. I am personally sometimes taken back by the gravity of what’s been built, and by the staggering potential for interaction held within this private network. I feel that much like the life of a novelist, the life of a designer or artist can be a lonely one as it’s something inherent to the pursuits of those professions. I’m immensely fortunate to be essentially thrusted into collaborations by the dynamism of the group.

A collaboration often comes about by the humblest of means - maybe a simple IM or a brief email stating nothing more than “Hey, we should collaborate on a project.” To which my reply is usually “BET! Let’s do that.” Other times it’s a bit more strategic and planned, with weeks or months of initial dialogue and conversation culminating in a large event, publication or product launch. The important part is that via the whole process a sincere connection is established and through that new works are created and the network is strengthened.

You and Dave handle the KDU consulting what exactly does your role encompass in that partnership?

The partnership encompasses the entirety of The KDU global operation. Essentially Dave and I work as the core of the group, centered here at our studios in Brooklyn. From the vantage point we’re able to coordinate the movements of the entire network and focus those talents to create KDU branded projects as well as client driven work for some of the worlds largest brands. This new model has proven itself to be deadly effective. Dave’s focus has been the construction and perpetuation of the model, while mine has been molding the over-arching aesthetic themes of The KDU and all of our key components and brands. It’s definitely been a learning process - as I think inherently I wish to choose ones battles and learn to command the overall flow of operations.

Can you explain what The KDU world blog is, it’s concept and it’s involvement with the KDU community and how it moves The KDU movement to the next level?

This is a key area of growth for us. There’s simply no other traditional studio that can match the content creating potential of the KDU and our network. It’s strategically beneficial for us to be in the business of creating content - as that content then creates a gravity which attracts more and more attention to the network. It’s a momentum which is created organically. Something like the KDU world blog works for us because we have members the world over who are strong independents in their own right. They now have a unified voice to promote their projects, works, and region to a global audience. It’s something which also opens doors for us because we now have an outlet for all this niche, localized content. Since we also hold access to media channels it creates a wealth of opportunities for us with respect to publishing as well as with client-driven consulting work.

Part 2 - In the fall while on trip in Buenos Aires

Lex you’re in Buenos Aires right now, how is your trip going and why are you there; business or pleasure?

Both. A lot of both! I came down here a few weeks ago with intent to both reconnect to my city of birth as well as make further connections to a massive, developing market. It’s been incredible! The sheer amount of creativty, design and culture being produced here is awe inspiring. Even coming from New York I think the quality of work here rivals that of any other international city.  I’d say that for most globally minded individuals Buenos Aires is seen as an up and coming city, a city which may have lost some of it’s previous luster with the crisis (La Crisis) of 6 years ago, but which never lost its spirit or heart. I say that there was a lot of international press on the new cultural movements of Buenos Aires, but found it difficult to locate info on underground design and music culture which parallels that which I’m involved in here in NY. I thought it best to simply go down and make something happen. The result has been incredible and I can honestly say that I’ve made sincere and lasting connections with individuals who’ll be shaping this market for years to come.

My cousin Veronica is a stylist in the fasion industry here in BA, and she works with a notable photographer by the name of Emiliano Santopaola (emilianosantopaola.com). Through them I was able to connect with some very interesting people and brands. We also organized a complete Photo-shoot (report) through which we sought to express something of the vanguard nature of design here in BA. We wanted to show Buenos Aires as a mix of new and old, of both tradition and modernity, of rich Bordeaux hues, clashing with electric neons. I’m very excited to be down here creating original content; involving top designers, photographers, brands and talents to make something representative of the present and future of creativity in Buenos Aires.

You’ve traveled a nice bit in your life, living in Miami, Tokyo and Brooklyn, not to mention all of your travels to various countries, what can you tell me about the culture you experiene in Buenos Aires, and your personal thoughts on the area?

Buenos Aires has always prided itself on being a “European” city within latin america. The Argentines own much of their culture to their european (Italian, French, Spanish and more) ancestors who emigrated en masse to the country in the 19th century. Since then Buenos Aires has functioned as the “Melting Pot” of South America, creating the richly diverse culture that we see today. Just from experiencing the day to day life here in BA it’s easy to see why some refer to it as the Paris, or New York of latin America. Although there had always been a rich mix of cultures it hasn’t been until recently that Argentines have openly accepted immigrants into their society. I think some people feel averse to this heir of entitlement which some (and I stress some) Argentines may seem to have. I personally haven’t encountered this kind of reaction whilst here. If anything I’ve experienced a real and sincere feeling of acceptance and appreciation. I think that myself, being someone who has had the fortune of having traveled, and has lived in various places - for me to come down to Buenos Aires and really profess my love and appreciation for this city, it confirms what many of her inhabitants already know - that Buenos Aires is like no other city on earth.

Being in the city right now, can you talk about the designs, architecture and food you’re seeing and tasting on a daily basis?

This city feels like home to me. I say that because I’ve grown up with an Argentine heritage - but also because the structure of the city and the diversity of it’s people is reminiscent of New York. Design, and in particular Fashion, seems to be embraced more here than back in the states. Fashion seems to be the vanguard design discipline here. I think because it seems to be the more commercially viable at this point. The one thing that I did hear from all the creatives and independents here is that although there is an immense amount of creative energy in the city - that there just isn’t enough infrastructure or economic support for it fully be realized. In spite of this they’re still creating and distributing great product and work. I had the opportunity to sit in on some Typography classes at La UBA (University of Buenos Aires), which has one of the most prestigious design cirriculums in all of South America. The student work there was really inspiring and made me realize that there will be a lot of talent coming out of this market in the coming years - the critical factor at this point is providing outlets and the right distribution channels so that this work and talent reaches a global audience. There doesn’t seem to be enough economic capital to support massive building - so I’ve been told (by architucture professors) that even though La UBA graduates the top architects in South America, that they end up having to leave in order to actually practice their craft. Food; well I could be happy eating Empanadas All Day, Every Day! But, truth be told Buenos Aires has great cuisine at even better prices. You can come down here and take your girl out and impress her for like 20 dollars! I aint saying I’m cheap like that - I like to do bougie as often as possible - but a dollar still goes a long way down here (sadly this is probably one of the only places that the dollar can hold it’s own). Personally, I want to partake in this renaissance of Buenos Aires and do whatever I can to shed light on what’s going on here.

Don’t be shy, how are the woman?

How do I begin! Well actually if you just do a Google Search on “Argentine Women” you’ll come up with full essays and studies on why Argentine women are regarded as some of the most beautiful in the world. I can, will and do whole-heartedly confirm that the girls here are truly unique. Much has been written about the femininity of the Argentine woman - it’s something which they’ve never let go of. As the rest of the world went through it’s pains of feminism in the 60’s Argentine women also demanded their equality but refused to burn their bras in the process. Take a look at the newly elected president (Argentina’s first woman President) Christina Fernandez de Kirchner. Seriously, take a look. Do a search. She looks good for a woman president, right? With all due respect - she’s fly.  Waling down the street you’ll see higher than average ratio of cute younger girls, wth some of the best haircuts in all of South America (think Les Emo girls with lots of bangs).  What’s stunning though is the Women - the girls over 35 or so - they are absolutely stunning.  They somehow get better with age, more accomplished, more sure, more fit, more sophisticated - it’s really something to behold.  I could go on and on and on, but I’ll stop for fear of over shadowing every other answer in this interview.  But yeah, if ya’ll ever get a chance - go holla at them girls for yourselves.

Part 3: back in NY and onto new hustles (Spring)

So wrapping up Buenos Aires you’re back in NY how was the overall trip now that you’ve had time to reflect on it, what did you accomplish and maybe some things you wished you had more time to embark on?

Again, just an absolutely amazing city with amazing people and culture. I’ve been fortunate to maintain my connections and even link with some new ones in the past few months. I was able to really immerse myself in the creative scene there in BA and learn a lot in the process. I’m trying to get back down there as soon as possible.

How was Bread and Butter? And what did you help with or were involved in with this years Bread and Butter setup?

Bread and Butter Barcelona was absolutely amazing. It’s immerse-absolutely incredible. The setting is so much more welcoming than Magic in Vegas. The KDU was asked to create some of the key graphics and branding for the event and we worked closely with UNTILTED on their UNTLD 08 exhibit as well as the book. I was able to create a few custom calligraphic pieces which were on display at the show, and are now touring Europe - hitting Berlin, Amsterdam, Paris and London. Bread and Butter is really something worthwhile to experience.

You have been involved with URB magazine as of late helping creative direct their last few issues how did that collabo come to fuision and when it was first brought to the table what initial ideas were presented that you had or they had. Since that first talk how has the direction gone, has URB given you full freedom or have they given you some concepts to build off?

It was a really an organic process. Myself and David had been friends with Amy Grabisch and Leila Baboi at URB for quite some time. I think it all got set in motion last summer when we did our private tradeshow at TAO Beach at the Venetian in Vegas. URB came by and the publisher met with Dave; he was familiar with our private journal the ROYAL and was interested in what we could do. I think we’re all collectively some book nerds and fans of great printed material. We would grab dinners and pontificate over the supposed decline of print. I feel it’s a great opportunity to be at the helm of a storied print publication and I’ve been given free reign to really push the design envelope and provide the same great, cutting-edge music and cultural content in a modern timeless format. It’s been a learning experience for sure, but again, I’m thrilled with what we’ve been able to accomplish. Hopefully the readers feel the same.

Are there any other projects you’re involved with as of right now or down the pipeline for the near future?

Definitely. Always a little too much on the plate at any given time. I think the general theme for us is global expansion - the world is now flat, so it should be all the more easy for us to maneuver into many regions of the globe and offer our broad skillset to clients and collaborations alike; and hopefully create  some engaging work in the process.

Is the OFFF conference the first time you’ve ever presented in front of a large audience and what do you plan on discussing during your presentation segment?

OFFF should be big. It’ll be the first time I’ve presented in front of a large audience. But not the first time I’ve “performed” in front of a large audience. So, lord willing - all goes well. OFFF really is shaping up to be an amazing event and with so many great speakers scheduled it’ll be tough to find time to explore Lisbon whilist trying to catch other presentations and hitting the events.

aerosynlex.com

nontype.com

thekdu.com