Alex M. Calle shared their story and experiences with us recently and you can find our conversation below.
Alex M. , really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What makes you lose track of time—and find yourself again?
Question augmentation: What larger questions on the intersection of culture and design have you been spending time on these days?
It’s funny, when I dream at night, I typically dream through design by answering a posed question. I recently overheard someone talking about the cultural opportunity the LA Olympics have in 2028 and it got me dreaming.
Here are some takeaways so far.
1. LA2028 should celebrate LA County’s extraordinary diversity by weaving its varied cultures, landscapes, and neighborhoods into the Olympic experience.
2. To do this, outside the games, events should highlight the region’s multicultural communities through food, art, and music that reflect the county’s global influence. Hosting events & popups for televised AND local viewers across coastal venues, urban centers, valleys, and mountain-adjacent areas would showcase Southern California’s unique topography; subconsciously highlighting diversity being good for society holistically.
Can you briefly introduce yourself and share what makes you or your brand unique?
Interesting take, how would these olympic games vary from previous games aesthetically?
Unlike previous Olympic games centered in compact host cities, LA2028 can feature a decentralized, open-air aesthetic shaped by beaches, mountains, and urban skylines. The Games may highlight vibrant street art, film, and entertainment influences, with multicultural design elements; creating a visually dynamic atmosphere that reflects Los Angeles’ unique and varied creative identity.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What’s a moment that really shaped how you see the world?
Question augmentation: What would be some concrete examples of this theory in practice?
Yes, of course! For instance, beach venues in Santa Monica could reflect Southern California surf culture, coastal cuisine, and diverse seaside communities, giving these events / interview areas / and Olympic pop-up experiences a relaxed, ocean-centered identity. Downtown Los Angeles could highlight multicultural artistic traditions, shaping a vibrant urban aesthetic. The San Fernando Valley and Pasadena could use film heritage and historic cultural festivals to define their distinct visual character.
Was there ever a time you almost gave up?
Question augmentation: Such grand scale thinking. If you were to boil that down into a phrase / slogan, what would it be?
Awesome. I love that question. I’d have to say, “There might be many LAs, but there’s only one Olympics Games; LA28!”
Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Question augmentation: For most Olympic Games, outside of the games themselves, the host city has the most influence on the Opening and Closing Ceremonies. How does your concept differ from what’s been established?
This holistic view would be a change, but a change we’ve seen coming. Similar to how the Opening Ceremony in Paris broke out of the traditional ‘show in an arena’ setup, our games should continue to break the mold. For instance, the ceremony could be held across several key venues (ie. Crypto Arena, Sofi Stadium, Intuit Dome).
In addition, unlike typical Games, LA2028 spreads its identity beyond ceremonies, embedding Los Angeles’ culture, landscapes, and communities across all venues. Beaches, downtown, valleys, and historic districts would become immersive stages, letting visitors experience the city’s diversity in every event; a continuous, living celebration of LA rather than a single performance.
These moments could be televised as bookends to each game. Similar to how we always see ‘establishing shots’ of stadiums during typical games, the televised audience would see events & popups happening around the venues (like the US Open does from time to time… but on a grander scale of course.)
Okay, we’ve made it essentially to the end. One last question before you go. What do you think people will most misunderstand about your legacy?
Question augmentation: Ultimately, doesn’t this just mean a bigger, more inflated budget?
Not necessarily. Using existing venues and local communities minimizes construction costs, while LA’s entertainment, tech, and lifestyle industries offer unique sponsorship opportunities through cultural activations and media partnerships. By emphasizing experience and local identity over infrastructure, LA2028 can deliver a rich, immersive Olympics without proportionally inflating the budget.
Contact Info:
- Website: https://hiddenlemons.com
- Instagram: @alexmcalle or @hidden_lemons
- Linkedin: https://linkedin.com/in/alexmcalle/
Image Credits
1. Motiongate Dubai Theme Park, UAE / Overall Creative Executive
2. Dome Theater, Princess Cruises / Entertainment / Creative Designer
3. Arena Theater, Princess Cruises / Entertainment / Creative Designer
4. Mazda Dealer Meeting, Miami FL / Production Designer
5. Samsung Unpacked, NYC NY / Production Designer
6. National Medal of Honor Opening Ceremony, Arlington TX / Production Designer
7. Piazza Theater, Princess Cruises / Entertainment / Creative Designer
8. Yaamava’ Resort & Casino, Highland CA / Entertainment / Creative Designer
9. Crane Dance, Singapore / Supervising Art Director
