The birth of any cultural project does not occur in a vacuum, it is always influenced by the cultural context, the energy of society and, of course, the city. For us, it’s Los Angeles, the city with different faces. It’s posh and kitschy, it’s raw and real. But more importantly, it's very authentic. It’s a conjunction of personalities, urban spaces, happenings, exhibitions, openings and events. That type of energy, you can hardly find in other cities – that energy has marked, for us, its resurgence as the next cultural capital.