MANILA PHILIPPINES – Former COCOLAB co-founder and Mexican artist Josue Ibañez doesn’t just create art — he builds experiences. Taking the stage for the first time on the second day of Graphika Manila 2025 at the SMX Convention Center in Pasay City, he captivated the crowd with his journey — from a young man being nudged by his mother to become a doctor to becoming one of Latin America’s most celebrated multimedia artists.
Josue wears his heritage proudly, which made the crowd erupt in laughter when he joked about the Philippines and Mexico’s shared obsession with the Mexicanovela Marimar. He echoed a sentiment many believe: Mexicans and Filipinos are cousins, bonded by language, food, and values.
Like most Filipinos, Josue once felt the weight of parental expectations. His mother dreamed of him becoming a doctor, but his heart was elsewher — he wanted to be a DJ. He pursued his passion in Barcelona, studying Digital Art and Experimental Electronic Music, but a life-changing discovery awaited him. Panaview and Reactable, two interactive instruments, reframed his entire understanding of art.
From there, he dived headfirst into interactive art, founding Hotpixel — Latin America’s first interactive studio — in 2008. Two years later, he launched COCOLAB, cementing his name in the industry. His visionary leadership led to collaborations with artists, designers, and developers, creating immersive experiences that wowed global audiences — from SXSW in Austin to Meow Wolf in Las Vegas and Today’s Art in Japan.
But in 2021, Josue made what he calls the biggest — and best — decision of his life: he quit COCOLAB. He stepped back to prioritize family and rediscover his purpose, guided by a friend’s advice: “Jump. A net will appear.”
Now leading his independent Josue Ibañez Studio, he shared five powerful lessons for creatives:
- Everything must have intention. He emphasizes that “the intention is the heart of experience design.” His work on COCOLAB’s Frida Kahlo exhibits across Mexico City, Madrid, Japan, New Zealand, Singapore, and Australia is proof of this philosophy.
- Storytelling beats complexity. When pitching against four agencies for the Tiffany & Co. Diamond exhibit in Tokyo, it was his narrative—not extravagance — that won them over. “Don’t overcomplicate things. Find the story.”
- Invite introspection. Through meditation, Josue connected with himself — and turned that into an immersive experience, proving that limits drive creativity.
- Find a universal message. For The Sphere in Vegas’ Hispanic Heritage Month 2024, he prioritized authenticity and tapped into his roots, weaving Mexican flora, fauna, and tapestry into his final masterpiece.
- Make it personal. Collaborating with OURA ring, Josue experimented with AI art, using his sleep data to generate flowers that visually represented his rest. “When you make it personal, others will connect.”
Josue was generous, but he wanted people to forget all of those in the end. Why? Because he believes that there is no better immersive experience than life itself – his main takeaway after taking that big challenging leap.
Adobo Magazine is the official media partner of Graphika Manila 2025.
