Alebrijes En San José
Vibrant. Monumental. Must-see.
San Jose Jazz presented Alebrijes En San José, a monumental public art exhibition debuting at their 35th Anniversary Summer Fest 2025. Eight fantastical Alebrijes sculptures, up to 22 feet tall and illuminated at night, transformed Plaza de César Chávez into a vibrant cultural destination. The project combined art, live music, and community engagement for an immersive experience celebrating Mexican heritage.
The Ask
San José Jazz partnered with Kooltura to bring a high-impact cultural installation that celebrated Mexican folk art while complementing the music and energy of Summer Fest. The goal was to engage audiences with deep connections to their Mexican heritage while introducing new audiences to the artistry, history, and cultural significance of Alebrijes through an accessible, educational, and interactive experience. Featuring monumental works by master artisans from Oaxaca, the exhibition transformed Downtown San José into a vibrant celebration of culture and creativity.
Kooltura Approach
We developed a culturally grounded marketing and content strategy that connected the exhibition’s story, visual identity, and community experience. Inspired by the bold colors, intricate patterns, and imaginative forms of Oaxacan folk art, we created a cohesive visual system across digital, print, and large-scale public ad displays. The approach honored tradition while using storytelling and design to capture attention, invite discovery, and encourage community participation.
- Attendees at El Ultimo Baile
The Services
Managed multi-platform promotion across social media, radio, print, television, and website channels
Designed campaign logos and graphics for print and digital channels
Produced videos to showcase the exhibition and community programming
Designed large-scale assets, including wrapping local buses and other public displays
Amplified awareness and drove community engagement before, during, and after the exhibition
Community Impact
Supported 11 festival and community events, creating a cohesive cultural experience across multiple platforms
Over 100 artists and performers activated during Summer Fest and Alebrijes Exhibition, amplifying the cultural experience in Downtown San José.
The exhibition fostered a deep appreciation of Oaxacan culture, connected local immigrant communities, and reinforced San José as a hub for arts and diversity.
The Numbers
Social Media Engagement Impressions330,745
Attendees at the Alebrijes Exhibition over a 60-day period52,000+
Social Media Interactions across Facebook and Instagram22,298
“Kooltura helped us tell the story of Alebrijes en San José in a way that was visually compelling, culturally authentic, and deeply connected to our community. Their creative approach helped bring this important project to life and exceeded our expectations”
—Brendan Rawson, Executive Director, San Jose Jazz
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