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Meet Alessandro Giuliano of The Desert Yacht Club in Joshua Tree

Today we’d like to introduce you to Alessandro Giuliano.

So, before we jump into specific questions, why don’t you give us some details about you and your story.
I moved to Joshua Tree six years ago after falling in love with this dessert at my first visit from New York. In that time, I was looking forward to shift from fine art photography to a new media for my art creations. The year before the desert I experimented a different installation concept building a boat shaped beach bar on the coasts of Brazil and created a spot where all members of our little crew could be creative (we had Djs, party promoters, bartender and a chef) where people would gather and enjoy a very different experience compared to the other places available in that remote village. We were in Canoa Quebrada and that’s when I had the sparkle to create experiences rather than material things to be sold.

The main difference is that most of the time, an art piece is kind of a ‘recording’ of the feeling that inspired the artist in producing that piece. People who buy those do not always share that experience but end up collecting a souvenir of it. I was looking for a way to share the inspiration itself with my audience, which is the most exciting moment of creativity. This is the dream behind the Desert Yacht Club project! Creatives come to get inspired and we support them during their stay with us in producing their contents. The whole adventure started with a couple of vintage trailers and a majestic 1948 Criss craft yacht installed on the ridge of a hill that looks like a wave where the boat is in process of taking off from. The boat installation, dedicated to Fitzcarraldo (movie by H. Herzog) and his rocambolesque adventure, is what gave the name to this project. It almost came spontaneously after seeing the bow of the yacht sticking out from the sand, inviting more boats to join: from this the idea of creating a yacht club in the desert, a challenge of fantasy and creativity.

As of today, the Dyc has been featured in several movies, magazines, videos, advertisements for cool brand as Playboy or Pirelli to mention a couple. It also inspired an entire album by the Italian rock band Negrita who named their last release Desert yacht club and featured the yacht on its cover after the inspirational retreat they had here during their last world tour while in LA. Today the Dyc is a facility that can host different kinds of events in the heart of the high desert and waits your dream to become true with us.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The biggest struggle for accomplishing this project has been creating a code of rules to allow structures like us to operate in the hospitality business legally in the San Bernardino County. A bunch of entrepreneurs like me gathered together to create a dialogue with the administration in order to work together for writing the new code that would allow these kinds of operations.

Please tell us about The Desert Yacht Club.
The Desert Yacht Club is known for its style. More than anything else, it’s what stays with our guests and clients. They all love the way the whole project came together and developed keeping a very unusual soul.

Is there a characteristic or quality that you feel is essential to success?
The imagination and the style.

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