Since then, he has been recognised in major public art competitions and created numerous site-specific artworks in major cities around the world, including Reflection (2010) in Philadelphia, Unity Plaza (2012) in San Antonio and The Beacon and The Code Wall (2014) in Orlando.

What he appreciated about design competitions was that he was never judged by his race. He may not have gone through the traditional path of working his way into the art scene through publicity, but he came out successfully—merely through his ingenious works.

His innovative artwork, The Beacon (2014) at Lake Nona town centre, combines elegant architectural design and dazzling digital projections. This 60-foot-high work anchors the corner of the location’s parking garage. Additionally, for this site, JEFRË designed The Code Wall (2014), the architectural façade of the parking garage composed of an aluminium sheathing cut through with binary codes. He also installed Diamond Dog (2019), a large-scale reflective aluminium sculpture, in the adjoining plaza. JEFRË also created Stargate (2019), a large-scale abstract sculpture accompanied by sculptural seating for a new park at AdventHealth Winter Park. JEFRË has also been selected to create a monumental gateway sculpture that will greet visitors at the Orlando International Airport’s new south terminal.

“Asian cultures, in general, are very Western influenced in terms of design,” the artist says. “So when I started winning competitions here in the US and was published by The New York Times, the Rufino family of the Net buildings and the Sy family of the SM group discovered me and asked me to come home.”

His critical success in the US was the catalyst for commissions in the Philippines, including Contour Sculpture Series (2015) at SM Aura, Talking Heads (2016) at SM Prime’s Five ECom Center building, Tree of Life (2018) at Robinsons Naga, Heaven’s Gate (2019) at Robinsons San Pedro in Laguna, TIME from his Baks series (2021) at SM Megamall in Mandaluyong, and most recently Bayani and Pag-asa (2022) at DoubleDragon Meridian Park along EDSA at the Bay Area.

Read also: Endika Ampudia of Estudio Arkipelago on the Role of Nature in Architecture

In Points of Connection, which opened at the Orlando Museum of Art (OMA) in 2020 to 2021, JEFRË encapsulated his decade-long career focused on making public art to connect the cultures of the city where it is located to the visitors. It presented his series of site-specific installations and sculptures constructed at a human scale to introduce museum-goers to JEFRË’s past projects. Grammy award-winning artist Ayo The Producer provided the soundscape for it while the walkthrough was guided by JEFRË’s own poem Heart to Heart.

Last February, JEFRË not only brought the said exhibition to his homeland but added newer pieces such as sculptures inspired by the energy in motion as well as by some of the great cities of the world. Selected site-specific pieces from the artist’s portfolio have been scaled down and to be experienced within the walls of The M.

Read also: Architect Felino “Jun” Palafox tells us how to build ‘Smart Cities’

“When people see my site-specific work, the usual question is ‘Who did that?’” the artist admitted. His reflective sculptures made of aluminium and other materials connect to the urban architecture of their respective locations but always spark conversation among passers-by. And so the scaled-down iterations he first presented at OMA, and bringing into The M, will open the door for people to understand his works.

“The show is an opportunity for me to come home and share my accomplishments abroad and bring them to the homeland,” JEFRË said. “It’s also living up to the idea that art is for everybody. That’s the subject matter that I want to express—that art is not only for people who can afford it but for everyone else,” he adds.

Read also: Art Fair PH founders Trickie Lopa, Dindin Araneta, and Lisa Ongpin-Periquet look back on their decade-long journey

“My designs are always not about me but the city where it was built,” JEFRË said.

As a public artist, JEFRË is bound by the urban cities he works with. He makes sure that his installation or sculpture not only aesthetically complements its surroundings but also speaks of the city’s people and culture.

His memorable Baks series explores his vision as a studio artist and under a unifying signature of the artist’s style. “Before, when you see my work, you wouldn’t easily identify that it’s a JEFRË because they are all one-of-a-kind. And so the exhibition at OMA was an opportunity for me to showcase my explorations and what I’ve learnt about these cities—the people and the emotions that create these cities,” he explained. Made with polished mirrors and stainless steel, the pieces are inspired by human emotions that make up a great city. With feature boxed heads, the Baks series create a silhouette of a thriving cityscape when the pieces are lined horizontally.

Read also: It used to be a Japanese Steakhouse, now it’s Gravity Art Space

TIME, chosen by the SM Group from JEFRË’s Baks series at OMA, was turned into a towering figure at SM Megamall in 2021. “TIME reflects the people who pass by EDSA and the value of time that can’t get back,” he explained. Other pieces from the Baks series are LOVE, JOY, PEACE, and EMPOWERMENT, to name a few.

“Instead of only making public artworks, I also wanted to make landmarks. That has become my goal,” said JEFRË when asked about his shift from doing public installations to building monumental, iconic landmarks. The proliferation of art installations in urban landscapes made the artist realise that these small artworks are just “noise, blending into the city”. And so he challenged himself to make iconic, monumental sculptures and installations, hoping to give each city a new “postcard icon” for this modern age.

Read also: Dex Fernandez: Continuing the Great Infestation of ‘Garapata’

JEFRË believes that we have already built a lot of monuments for particular heroes and historical personalities. That it has been a long time since the world has seen figures like The Statue of Liberty or the Eiffel Tower that echo the people’s sensibilities, emotions, and stories.

“My philosophy is I create the shell of a body that any person can associate themselves with, and that person can become like a Jose Rizal one day,” JEFRË explained. The artist creates figures to be “inspired for” and resemble someone that can be immortalised someday. This is why the reflective nature of his recent works is important to him and for the audiences to experience.

Bayani and Pag-asa at DoubleDragon Meridian Park are examples of these as they pay tribute to the country’s renowned hospitality and BPO industries. Such is the case of his recently unveiled 55-metre The Victor at Robinsons Bridgetowne, which is for the “global Filipino”.

Read also: Turning Trash to Treasures: Mars Bugaoan’s Art Speaks of Life’s Pains and Growth

Robinsons Bridgetowne, which sits at the border of Quezon and Pasig Cities, welcomed The Victor, a 55-metre-high lighting installation and sculpture. It is a male figure with a fist in the air, not as a gesture of defiance but of pride for being a Filipino. The artist clarifies that it’s not related to any hand gesture of anyone in Philippine politics, but rather a call to the Statue of Liberty that has a torch. It is made of perforated metals with holes as lighting fixtures will be installed inside, “so that you can see the light within every Filipino glowing,” he says. The creative process of JEFRË in mounting this iconic work was seen and experienced in his Points of Origin exhibition at The M.

JEFRË, a first-generation Filipino-American artist who made waves worldwide with head-turning creations, reminds every artist out there that they can also make stellar careers internationally and return home. Points of Origin and The Victor narrate his personal story of fame and recognition earned from far-off places but true happiness and pride can be found nowhere but home. He hopes that just like how Eiffel Tower is an icon of France, and the Statue of Liberty is of the USA, The Victor will be a reminder of the success of global Filipinos that have put us on the map and that it becomes a landmark in the country.

“It’s not being boastful or what, but it’s just good to have a goal, right?” said JEFRË. “We used to build monuments as gifts to cities to celebrate The World Fair. These were traditions that we haven’t done in a long while.” With the rise of social media, JEFRË strives to revive this practice by making art for the people to immerse themselves in, reflect introspectively, and connect with the other cultures that appreciate it. Indeed, his works all over the world have all been Instagrammable. On the business side, brands get tagged along in these organic posts because their logos and boutiques can be seen near JEFRË’s works—a win-win situation for audiences, commissioners, and himself.

But ultimately, his job “is to create these ‘postcard’ moments for cities,” said JEFRË.

Learning from other industries, creatives, and the joy of collaborating with brands and artists fuel JEFRË’s creativity, he shared. A kindred spirit who influenced him greatly to appreciate these creative collaborations was Virgil Abloh. He has an upcoming collaboration with a renowned Filipino brand. Also, his exhibition at The M will feature pieces inspired by some of his artist friends, such as Piolo Pascual, Iza Calzado, and Yassi Pressman, to name a few.

Read also: Rocky Cajigan Talks About Being Truthful in One’s Art

“The success of artists for me is mainly defined by three things: the ability to communicate your work, the ability for your work to be financed (produced and shown), and the ability to tell a story,” said JEFRË.

As an artist, he wants the people to experience his works for what they are and the context behind their conception (their location, the people that inspired it and would be inspired by it). The questions “How is that piece inspired by where it was located” and “How does that piece inspire you and make you reflect” are what he wants to leave to the minds of his audiences.

NOW READ

Art Fair PH 2023: Lineup of this year’s exhibitors and artists

A beginner’s guide to Art Fair Philippines 2023

Galeria Paloma offers a ‘phygital’ experience at Art Fair PH 2023