Artistic Collaboration

One moment, Hopkins artist Jimmy Longoria is judging a student art show. The next, he’s designing artwork for an exclusive batch of messenger bags.

The story actually begins at a Hopkins business called 161 Design, which has a niche creating marketing and give-away items that promote other companies and products. It has worked with Target over the past two to three years, and this time the retailer wanted 161 Design to create a high-quality bag for the 2011 Hispanic Association on Corporate Responsibility Symposium.

Eric Delattre, who co-owns 161 Design, thought about crafting a pattern himself, but feared it could play to offensive stereotypes.

“It’s exactly what they wouldn’t want,” he said.

He started searching the Internet for artists whose works could be adapted to the bag. The search didn't render what he was looking for. By chance, Dellatre's daughter was playing cello in a concert paired with the same art exhibition that Longoria judged. The concert began with an introduction of Longoria. Delattre’s ears perked up when he heard Target had named Longoria as someone to watch, and then Dellatre heard about .

He introduced himself that night and later perused Longoria’s website. The colored lines and unique nature of the work—designed to conceal gang graffiti—appeared perfect for the project Delattre envisioned. Longoria met with Target and agreed to license his work.

Delattre used a painting of Longoria’s called Cantu the Messenger—appropriate because the work was for a messenger bag, passport holder and luggage tag. He then tweaked the colors, to be more gender neutral and include Target’s white and red. At Delattre’s urging, Longoria signed his work, something the artist typically doesn’t do because of his belief that art serves the community.

Even before his bag made an appearance at the symposium, Longoria was passionate about the need for businesses and organizations to listen to the growing number of Latino voices. He said he’s glad to have this platform to bring Chicano art to so many eyes.

The original work used for the messenger bag is available for viewing on the second floor of the  .Delattre, himself, downplays any help he may have provided in getting Longoria recognition.

“All I want to do is make Target happy because they’re going to be my customer for hopefully a long time,” Delattre said. “My hope for (Longoria) is he keeps painting and gets work into more and more galleries.”