If you know Caperberry, you’ll know how excited we get by innovative, unique and super cool ideas – the type that make you want to turn up for the school run having painted the car pink, spend mornings at flower markets and hang out in downtown LA for a while. Well, you’re in for a treat…
We chat to graphic designer, art director & Founder of Lenita by Grita, Nemuel DePaula, who beautifully combines art, design and flores.
TELL US ABOUT LENITA BY GRITA AND HOW IT ALL CAME ABOUT?
This project started with the desire to merge all things I love into one platform. I’m a graphic designer/art director (Grita is my design studio) but have always admired flowers from an early age. My plan was to switch over to florals when I got older and tired of the design world, but it happened sooner than planned and I get to do it in a unique way.
Aside from this art/flower design merge, I wanted to build a community and celebrate the individuals that make the city of Los Angeles this diverse metropolis. Regardless if I’m shining light on a feature artist, a shop I’m parking in front of or a customer, it’s a celebration of people.
WHAT’S THE STORY BEHIND THE TRUCK’S NAME?
Lenita is my mother’s name. All my memories of plants and flowers are somehow linked to her. This tribute extends to all the strong women in my life and I named the blooms after my aunts and sister’s names; Carmelita, Carmozita, Zitinha and Leticia.
WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU?
Because I have various things going on at once, my days are hardly ever typical. If it’s a design day I’m jumping from art book layouts to branding projects and photography. It’s not until Friday comes around that I put my flower hat on and head to the Los Angeles Flower Market (biggest in the nation btw) to select flores and prepare the truck for the weekend. That process is very therapeutic and makes me forget about all the other ‘to do’s’ on my list and the fact that its 4:30 in the morning.
TELL US ABOUT WHERE YOU’RE FROM AND WHAT BROUGHT YOU TO LA…
I’m from Alvarenga, a small town in rural Brazil tucked away between several mountains that consume the state of Minas Gerais. With a population of about 4 thousand people, it was a very humble and organic environment to grow up. At the age of ten I moved with my family to the South Shore of Boston, Massachusetts, where I lived until 2012. I made the move to Los Angeles to be closer to my twin brother and attempt working in a big city.
It changes so often but I’m currently obsessed with Cockscomb and Strawflowers. I try to incorporate them often into my arrangements.
FAVOURITE NEIGHBOURHOOD SPOTS IN DOWNTOWN LA?
The Last Book Store is my favorite place to visit, I recommend it to anyone exploring downtown. I recently discovered a nautical/pirate ship themed bar called Redwood. I meet a dear friend there on Monday nights to catch up and its becoming a favorite spot, the visuals are also on point. I live and work in the Arts District area, it’s a bit more tucked away from the heart of downtown and a few places to check out here are Comunitymade, Wine Stop, Zinc Cafe and still to come; the 6th St Bride park that I’m really looking forward to.
TELL US WHAT’S NEXT – BUSINESS OR PERSONAL – FOR THE REST OF THE YEAR?
We recently released a love letter video to the city in celebration of LENITA’s anniversary (Los Angeles, Home of LENITA) and I adored the process — I’m hoping to explore more film projects in the near future. LENITA has a full schedule until the end of year and ideas for a physical location are on the horizon; it’s till very premature but currently exploring an unconventional concept.
I’m taking a mini hiatus for the month of August and planning to visit Mexico City for a few days. It’s been nonstop since the beginning of year, a short scape to clear the mind is much needed.
WHERE TO FIND THE FLOWER TRUCK…
LENITA parks throughout the city on Saturdays and at Alchemy Works on Sundays from 10am-3pm. For a full list of upcoming pop-ups and featured artist information, please visit lenitabygrita.com and social media platforms.
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Inspiration/Image Credits: lenitashop.com, Iris Ray