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Welcome to LA Stories, a section where I interview people from all walks of life that have made LA their home.
Last year I came across Cafe Santo, a beautiful coffee shop in Montebello that was founded by couple Marlon Gonzalez and Pilar Castaneda.
Modeled after the coffee shops you’ll find in Oaxaca (Mexico), Cafe Santo’s aesthetic really fascinated me. If you want to read the original post, click here.
The coffee shop is in a simple white, repurposed shipping container, but the plants were a huge draw for me. Just looking at it, I felt more relaxed. When I went there, I fell in love with the menu selection, the mission of the coffee shop and the quality of the drinks. Upon doing some research, I came across Juan Renteria “El Creativo”, who was the creative artist for Cafe Santo and helped conceptualize the visual elements.
The more I lurked on his Instagram, the more I fell in love with his work. His floral art presentations are so tastefully done, that it’s hard not to be mesmerized by his photos.
I was beaming with joy when he agreed to be interviewed for the blog! Born in Oaxaca and raised in LA, Juan is redefining Mexican culture through his art. Besides being the creative artist for Cafe Santo, Juan is the co-owner of Cuarto Central, a creative studio he works out of, and a space where art exhibitions and workshops are held. Juan also works with the clothing brand Ghetto Rodeo. Founded by Brian Saucedo, Ghetto Rodeo fully embraces Mexican religion and Mexican culture in LA. You’re about to read the full story of these projects in the interview!
I hope you enjoy reading Juan’s amazing story. This is only the beginning for him!
Can you tell me a little bit about yourself? Where are you from and what do you do?
My name is Juan Renteria “El Creativo”. I created El Creativo, a floral business that I started in 2019. It’s taken about two years for me to find my identity and to create what I create now. I was born in Mexico and raised in Los Angeles. In LA, I grew up in Boyle Heights, I lived in Koreatown my whole life, but then my mom had a store in Downtown LA… so, you can say that I’m a little bit from everywhere. But yeah, once again, my name is Juan Renteria “El Creativo”. I like to present myself like that because I’ve worked so hard to have what I have now and I think it’s valuable, not to necessarily show it off, but to be proud of where I am now.
Your floral art presentations are so beautiful. Why did you decide to use flowers as a medium to express your creativity? What do they represent to you? Not just flowers, but plants in general.
I’m a natural born artist, ever since I was young I’ve been constructing things out of nothing, it’s always been my passion. That’s where I found my name El Creativo. I just do so many things that it was very hard to focus on one thing. I was like, ‘What is my forte? What can I do?’ I love design. Something that I enjoy and love is to be able to execute a project and be able to not only make something out of nothing, but to also create experiences.
I chose the medium of floral design because I started working for a company called Rolling Greens Nursery and there, I did a lot of fun, plant related stuff. I never wanted to be a florist, I’d always say I didn’t want to be a florist. Then, when you begin to learn a little bit more of what true floral artistry is and the beautiful things you’re able to do… it blew my mind. So I was like, ‘You know what? I’m going to start doing floral, architectural pieces.’ Something you don’t see as much and it’s not your ordinary mom-and-pop flower shop, it’s literally creating art with floral design. I was all over the place doing this and that. I was like, ‘What is something I can really identify with?’ For right now, I always like to say I’m identifying with El Creativo “the floral artist”. But El Creativo is a persona that I made up and it’s something that it can be anything. It can be the floral guy, it can be the designer… it’s unlimited possibilities. So, I don’t know, maybe one day you’ll see El Creativo singing. Singing is one of my passions and I love to sing and perform. El Creativo is literally just the name for me to explore my mediums of art.
So, El Creativo is your alter ego
Exactly, I like to say it’s like my “luchador” (fighter). It’s a type of identity for my creative self.
Where do you get your inspiration from?
For the longest time, I was kind of stuck with where El Creativo was and honestly, being able to have people around that inspire me like I said, I don’t just do El Creativo, I also help with Cafe Santo, Cuarto Central, and now Ghetto Rodeo. I think quarantine was a time for me to sit down, rebrand and think what I want my brand to be about. I didn’t want to do just events, I wanted to make sure that if someone bought something from me, It was an art piece
Where I get inspiration from is definitely Mexican culture, but not necessarily the cliché Mexican aesthetic. We’re not thinking of Frida Kahlo, even though Frida Kahlo is a huuuuge, huge inspiration and will always be to anyone in the art medium. I’ll say it’s taking the inspiration from that and translating it into your own version. Mexicans and Latinos can give you more than just Cinco de Mayo, Frida Kahlo, tacos, salsas, sombreros, hee hee, ha ha, it’s more than that. It’s showing you a contemporary side of what Mexico can offer. Sometimes people will be like, ‘Oh, that looks very white’, but no, we have really cool things too. One of our favorite artists is from Guadalajara, his name is Luis Rocca and he does this amazing stuff that you don’t really see, or Perro y Arena, who does the most beautiful things. Like, this is what Mexican artists can give you. It’s trying to remove ourselves from the cliché stuff. Regardless of your race, it’s making your own version of what you think is beautiful to you.
How did the opportunity to work with Pilar and Marlon come to you? The exterior of Cafe Santo is a white repurposed shipping container, but the plants made such a big difference in the aesthetic. What was the creative process like?
When I worked for Rolling Greens, they used to do pop-ups within the nursery. Pilar was one of their partners and we got really close and started talking. I just told her how unhappy I was at the company, I felt like I was stuck and I started talking to her about my aspirations. At the end we were like, ‘Yeah, we should work together.’ One day Pilar hits me up, ‘Hey, we’re doing the Renegade Market, can you make up something creative?’ We did this really cool installation which people were loving. From there it was a domino effect, ‘Hey Juan, we see that you’re doing pictures, can you come take our pictures?’ We did this whole 6-7 hour photoshoot and I was able to help them execute their vision.
Something that I have noticed with myself is that I’m always trying to help people look visually and aesthetically pleasing, to help them look the best they can. At the time, I didn’t know anything about Oaxacan chocolate and it was so fascinating to me. I was like, ‘Let’s make something special.’ I started doing that with them, then quarantine happened and that’s when we got really really close and we started working on the brand identity.
We wanted people to see a different perspective of a Oaxacan temporary coffee shop, at the time it was a mobile espresso bar and we needed the images to be strong.
With the container design, I was right there with the whole process. They went through a couple of architects. Pilar herself, she’s a very talented artist and designer herself. She bounces around ideas all the time. Once again, we wanted to stay away from the cliché. ‘What can we do to make this have Oaxacan essence?’ I’ve gone to Oaxaca now like 8,000 times within the past year and a half. They use barro (mud) outside of their buildings with cactuses. We needed something very simple that was going to be so beautiful and photograph nicely that made you go, ‘I want to go there’. Literally, the simple act of putting 3 elements together. Little plants, that’s it.
Here and now we’ll change the front. A month ago, we put quiote. It’s what grows in the middle of the agave.
Once again, reflecting the importance of Oaxaca without being OAXACA, you know? We recently had our 1-year anniversary brunch photoshoot, and we brought all these beautiful traditional things you’d see in Mexico. The ingredients they use at the coffee shop were laid out. It didn’t scream, ‘Hee hee, ha ha! Oaxaca, mole, chile pozole.’ It was, ‘Woow, this is very beautiful and organic.’ That’s what Oaxaca is all about.
I have a couple friends there, and something that I learned from them is that Oaxaca is for sure the heart of Mexico. It’s everything, it’s the culture, it’s the color of the streets… Day of the Dead is something that connects to all of us. I’ve celebrated the Day of the Dead my whole life, but being able to see it from a different perspective in Oaxaca was really beautiful.
Note: If you’ve never been to Oaxaca, below are a few pictures that will help you better understand what Juan is trying to express.
In 2021 you opened Cuarto Central with Pilar. What is it?
Cuarto Central was a dream. During quarantine, we were working in Pilar’s house and we were like, ‘Damn, we really wish we had a studio to have a space to create and do things.’ About a month after Cafe Santo opened, Marlon, Pilar’s partner, walked by the storefront and sent us a picture. It literally happened so fast.
The concept behind Cuarto Central is being a creative space for us to work out of, and for us to have a space to just do our own thing. To have our own personal studio. Then we were like, ‘Why don’t we open it up to the public to host events?’ Our whole mission was to bring contemporary artists from Mexico to be able to showcase their stuff here. We’re are kind of like a growing concept, this past year the space has been more for ourselves. Luckily, we’re very fortunate to be able to have the space and modify it to our own taste. This is our home, so anytime someone wants to rent it, of course it’s going to be expensive because this is something we’ve worked so hard to have.
We have so many small businesses here and there, but even if Cuarto Central remains a private venue/space/studio, I’m ok with that because that has been our dream. Mine since I was very young, Pilar’s dream too since she was very young. To have a creative space to do our stuff.
The goal and the dream of having a studio has been accomplished. The rest will just come with it.
Is it open to the public?
It’s not open to the public. Obviously, if you’re a friend you can walk in. But there’s really nothing to see, it’s a plain canvas. We do open when we have events or art shows. We have an artist resident, which is right behind me (Juan points at the ceramic pots behind him), his name is Marlon Marinero. We’ll open it if he has any workshops, but our dream is to have an event once a week / once a month.
We want to be able to show a different perspective and bring people to a space where they feel comfortable. We actually have an event coming up with Lululemon. We’re hosting their after-party for the Hispanic Heritage Month. That’s the goal we want, for people to come here and make them feel so comfortable that they want to be here at the after-parties.
Every time the studio gets hired, I get hired as a creative because they’re two different things and I always have to make that clear. Any time someone wants the space, but they also want the creativity part, it comes with the price. It’s nice to be embraced as a community and as a creative.
What is the footprint that you want to leave behind with your work?
Whenever I have a client, it’s always about the connection. The print that I want to leave is knowing that they were able to work with someone that they look like or they can relate to. They can be the most expensive client and have the worst attitude, and in that case, I have to step back. But, I think it’s definitely being able to make an impact, in the sense of being able to understand my client and for them to relate to my art. Even though these are just flowers, sometimes I want people to be like, ‘Damn, that got me a little nostalgic because it reminded me of someone.’ You know? Making sure that they know that I’m Brown as well and they can relate to it. Being able to have that connection and make you feel comfortable.
My Instagram is not about, ‘Oh, look at my Instagram!’ It’s my visual journal. Whether or not you’re having a bad day… it’s anything that you can relate to. Maybe I’ll look at it and I’ll be like, ‘Oh, this virgencita that I just posted reminded me of my abuelita’s’ or someone may say, ‘The garlic that you used in this photo reminded me of the salsa my grandmother used to make.’ Those are things that I want people to take from me. I see the vibrance of our culture in everything I do.
Where do you get your flowers from? What places in LA do you recommend for getting fresh flowers?
Some of my clients would say, ‘Do you take yourself to the Flower Market?’ And I would be like, ‘It’s not a secret, of course I take myself to the Flower Market. Where else would I get my stuff?’ (laughs). It’s out there and it’s not a secret, but at the end of the day, I can send you to a thousand places, but you’d never be able to create what I create and I would never be able to create what you create. I love to shop at the Original Flower Market. I think it’s been there since like the 20s, it’s a beautiful place. We’re very fortunate to be in Los Angeles and be able to get flowers from around the world. One of my other favorite places is Mayesh, I love the people there, the reps are amazing, my rep is Alejandro Orcano. It’s amazing to know that we can order flowers from literally all over the world, obviously when they’re in season. But yeah, every time I go to the Flower Market and I go with a bad mood, I always come out with an amazing mood because I’m with what I like to call, my “flower besties”. The flower community is so small, everyone knows each other, and encourages each other and I never get bad vibes. It’s a beautiful community.
Do you have a favorite flower or plant?
I do! My top, top, top favorite flower is the orchid, but it’s the Vanda orchid. It’s so beautiful, it’s like a freckled orchid. You can find them in purple, orange, white, and they’re always going to be contrasted with other colors. So, the orange ones have white polka dots, the pink ones have light pink polka dots.
It’s a beautiful flower, along with Dahlias, which are breathtaking every time.
But yeah, I would say first Vandas, then Dahlias… then, I would say the strawflower. It’s so beautiful and I use it a lot in my work, I have a pile of them right here.
(Juan proceeds to show me a full pot with strawflowers)
Look at the colors, they’re already so beautiful on their own. There’s actually a small town in Oaxaca that collects these and makes art out of them. In Spanish it’s called “La Flor Inmortal” and it can last up to 30 years. The more it dries, the more beautiful the colors get. The texture is literally like a straw bag.
There’s so many beautiful flowers that it’s hard to pick one, but anything that falls in the oranges, pinks, yellows, magentas, greens… that’s my niche and I always like to stay in those colors. Sometimes I look at my feet and I’m like, ‘Sh*t, everything is pink, orange, green’ (laughs).
I also love your fashion style. Where do you get your fashion inspiration from?
Thanks! I actually went to fashion school (FIDM) for Visual Communications. I always wanted to be everything, literally, any art-related thing. I love that with flowers and clothes you’re able to express yourself and that’s the whole part of it, but I still consider fashion as some type of art medium too. It’s amazing to be that and explore all of that.
I’m like a chameleon, I love change and I like to play with different aesthetics. Right now, I’m kind of stuck because I’m like, ‘Damn, I want to dress this way, but then I want to dress this other way’, but then I realize that I can be whoever I want to be every day.
That’s where Ghetto Rodeo ties in. Ghetto Rodeo is owned by my friend Brian Saucedo, I like to call him Mr. Rodeo. Being able to be a part of that is amazing. That’s my way of staying in the loop with people that are in my niche. The main people that hired me are companies or people that I’ll never see again. As El Creativo, I want to make an impact with people that are in my audience, my age or younger, and Ghetto Rodeo keeps me in that loop of being able to see what’s going on in fashion. It’s all about embracing the Latino culture and Brown Pride. It’s amazing because for once, I feel like people are starting to claim their space and who they are, compared to even a couple years ago.
What do you do for Ghetto Rodeo specifically? Is it photos?
I do photos sometimes, but I help with the brand. We just had an art show, so it was fun to be able to collaborate with Cuarto Central and Ghetto Rodeo. All the brands kind of merge, because El Creativo is a partner as well. But yeah, it’s fun to surround yourself with people that have that passion of making something out of nothing. People that have drive, that fire of, ‘What’s next? How can I be better? What can I do better?’ I love that. I love hanging out with people that… they don’t necessarily have to have goals because I didn’t have goals a year ago, but that have something in them that’s like, ‘I’m going to do it.’
Speaking of fashion school, for someone who may be reading this who wants to pursue a career in fashion, do you think it’s necessary to go to fashion school? Did it help you make the right contacts?
The reason I went to fashion school is because I was probably as lost as many people reading this article. I didn’t want to necessarily do one thing. I didn’t want to be an interior designer, but Visual Communications offered an umbrella of different opportunities. One day you could be styling, one day you could be creating a brand, one day you could be designing a set, and I was like ‘OMG that’s me!’ I remember my counselor at the time said, ‘Don’t you want to do interior design? You’re going to have to sketch and put people to work’ I was like, ‘No, I want to work!!’ (laughs). I don’t know if it was the Mexican pride in me of being like, ‘No, I need to get this done. I don’t want people doing it for me. I want it done.’ So, no you don’t need to go to fashion school, you can go anywhere.
Even growing up, I went to private schools, but at the end of the day, we all end up at the same place, you know?
With fashion school, I got to meet the amazing people that I know now, but also… it was more of a connection thing if anything… I mean, of course, I learned a lot of amazing things. But, it was definitely having the advantage of scheduling people like yourself.
You were also the creative artist for Reina Negra Chocolate (a Oaxacan-based chocolate company). How does Mexico inspire you in your work?
I have yet to explore all of Mexico, but any time that I’m in Oaxaca or in Cuernavaca, I feel like I’m at home. Every time I step foot in Mexico, it feels like a warm hug. I feel like I’m able to see things the way they are and the rawness of them and whatnot.
With my friend Flor from Reina Negra, I met her here (LA) and we just connected. Immediately I was like, ‘I have to help you with the Day of the Dead, I need to help you next year.’ Just to be able to have work in Oaxaca is amazing, and being able to have the trust of creating something beautiful. Day of the Dead is something that is huuge in Oaxaca, so to create something different for Reina Negra, this beautiful facade where people could come in and take pictures was very beautiful. To design something so beautiful for Reina was amazing. I’ll help her here and there sometimes. She’s a very talented artist.
Note: Flor is also the owner of Rito Chocolateria in Oaxaca. Her chocolate bars are available for sale at Cafe Santo.
Being in Mexico and Oaxaca, sometimes I feel like I’m more connected there than I am here. Even with close friends, there’s a tiny thin line of disconnect where I can be like, ‘Damn, they didn’t get that or they don’t get my references.’ Because, at the end of the day, I was raised here, but I’m definitely more Mexican (laughs).
You’re only 25 and you’re doing all these amazing things. What are your future goals and dreams?
Sometimes I have to look back and realize how hard I’ve worked. Sometimes I’ll be like, ‘Damn, I’m not doing enough’, then I’m like ‘Holy sh*t, I have a whole studio.’ For the first time in my life, I’m able to pay for stuff that I could never afford. During quarantine, I moved out of my parents’ apartment. Being able to know that I was able to push myself to do what I want to do and that just because I do all these things, doesn’t mean I’m the richest person. But I’m so grateful to have what I have and to be able to give myself the luxury of… even as simple as having these headphones on my head or being in this physical space. I’m super thankful for everything and I always try to sit back and observe what I’m looking for. And I always remember that it doesn’t stop here, it continues to grow. El Creativo is still so new, and I’m still trying to prove to myself that I’m able to make something out of nothing.
My whole goal with this is to have something people can relate to, keep breaking the barriers, at least the ones I have in my head, and try to make a creative impact. My overall goals are to be able to do what I want, give back and provide a home for my parents. Like, one day being able to be like, ‘These are the keys to your house’ and them being like ‘Wait, what?’ stuff like that.
That’s another thing with growing up Latino, we grew up with so much generational trauma. Yes, you’re working very hard, but it’s also about taking that second to just breathe and being able to just sit back. Yes, we’re very family oriented, but at the end of the day we really just have ourselves. It’s something that I’ve learned this past year, to be ok with being alone and knowing that everything is going to be ok.
Los Angeles
What was it like growing up in LA?
I’ve seen LA change. I know it’s very different because I was a child back then, but seeing how much it’s grown, even places that I used to go to I’m like, ‘Wow, this place used to be dangerous and now it’s not.’ So, to be able to see that growth that LA has brought, I think it has attracted many people that think that LA is a certain thing, but if you speak to the OG LA people, it’s not. We’re way chiller and it’s not what people paint it to be, you know? Influencers, Housewives of Beverly Hills… of course we’re known for that because it’s in the entertainment. But being able to show the real LA from people that are from here, or born and raised here, it’s like an educational thing.
Like, it was never like this. Even in college, some of my friends were like, ‘OMG, I can’t believe I’m in LA, I woke up and I’m in LA, Kyle Jenner, Kyle Jenner, blah, blah, blah.’ I’m like ‘Bro, that’s not what it is.’ I mean don’t get me wrong, if I were a part of that world I’d be like ‘Hey, Kyle what’s up?’ But there’s more to that. There’s more than the Kardashians, there’s more than Hollywood and it’s great to see and explore other things.
What do you like about living in LA?
Obviously everyone will say the weather, of course. But honestly, being able to have access to a lot of things, a looot, a lot of things. You can go to Koreatown and have Korean food, or Little Tokyo, where you can find amazing sushi. Do you want some good Mexican food? Come down to East LA. It’s like a little world out here of everything and it’s amazing that we have the advantage and the privilege to have a lot of things that maybe other states don’t have — and how diverse it is. I love that I’m able to have white friends, Black friends, Asian friends, Mexican friends and it’s just beautiful to have a lot of cultures connected in one place.
What are your favorite restaurants and coffee shops?
I promise this is not paid, but Cafe Santo is definitely one of my favorite coffee shops. Then, Picaresca Barra De Cafe in Boyle Heights, owned by Leo. I like to say that it is Cafe Santo’s cousin. Those are my two favorite coffee shops.
I don’t know if I’m just used to it, but they just have a beautiful and distinguished taste. I used to drink coffee from a lot of different places. Don’t get me wrong, there’s Terra Mia, but after having these coffees, Cafe Santo and Picaresca set the bar really high.
Believe it or not, I love, love, love Korean food. It’s one of my favorite foods. I love Korean Barbecue, and the one that I go to the most is Man Soo, it’s a mom-and-pop. Elephante in Santa Monica… love their stuff. I like La Guelaguetza in Koreatown, they have amazing Oaxacan food.
For Italian, it’s one of Pilar’s favorites and it’s our “secret spot”, or at least we like to think it’s our secret spot (laughs). It’s called La Pergoletta. They’re on Sunset and in Los Feliz. Oh My Gosh, the first time I went into the space and had the mushroom paste with the filet mignon, I forgot what it’s called…Oh My Gosh. Yeah… those are my favorite restaurants for now.
Note: The dish Juan had at La Pergoletta was the Tagliata alla Crema di Funghi.
What about in East LA?
Yes!! There is this place that I used to go with my family a lot and a couple of my friends. It’s called La Chispa De Oro and it’s literally a rinconcito (hole-in-the-wall) on Cesar Chavez. It’s home cooked Mexican food and they never fail. Do you have someone over? You go there, you go there.
Then, Mariscos Maria. It’s not in East LA, it’s in Mid-City. That’s another of my favorite mom-and-pops. She’s one of my good friends.
What about your favorite places?
My house!! (laughs), just kidding. LA is very adventurous, one day you can be in the Mariachi Plaza, or you can be in Montebello, where I’m at, and go to the Blvd Market, Chinatown too… I don’t have a hangout spot. Cuarto Central has been my hangout spot for the past year. If I wasn’t here, I’d be at Cafe Santo, and if I wasn’t at Cafe Santo, I’d be at my house.
If someone is interested in hiring your services for an event, what is the best way for them to contact you?
The best way to contact me is DEFINITELY not through DM. Please write that in bold letters: NO DM’s. Just because, if we’re talking about your $40k wedding, I’m not going to talk to you about it through a DM!! I have my email and I also have a link that takes you to an inquiry form, where you can fill out your name, the description of the event, the date, whether or not it’s a private event…. It’s been working so far. That’s the way to contact me, that’s the way to my heart. It also helps me stay organized, so I’m not going crazy.
Juan’s personal IG @dolceandjuabana
El Creativo: Website and Instagram
Cuarto Central: Website and Instagram
