Yellow! Interview: Sonja Rasula, UNIQUE LA

(read the original article on Yellow! A Creative Culture Blog from Smashbox Studios here)

Posted by Aimee on Monday, April 19, 2010

Sonja Rasula – Founder of UNIQUE LA

If you haven’t heard of Sonja Rasula…well, you need to be paying better attention. Rasula is one of the key players in LA’s new guard & the mastermind behind UNIQUE LA – the largest, independent design show in the country. The born & bred Angeleno is making waves in the local community & is setting the pace among a rising DIY-Generation. I got a chance to sit & chat with Sonja to talk about UNIQUE LA, its upcoming Spring Show (happening this weekend!) and get her take on LA’s evolving consumer-culture.

So, the general consensus among the cool & creative folks I’ve been talking to – is that LA is showing signs of a major renaissance. A lot of things are happening here; a lot of moving & shaking going on, which means, for me, a lot of investigating. So far, I’ve delved a bit into LA’s intellectual scene, which led me to Adam Mefford of Mindshare LA. And now, I find myself sitting with Sonja Rasula, who leads the effort in supporting local art & design. In visiting her new office, I walk into a white, well-lit space; it’s top-floor of The Cooper Building in Downtown. There are some boxes stacked (they just moved in), a few volunteers typing, assembling, and doing other…volunteery things. I spy some cute, bright bicycles hanging out in the corner & can hear music playing in the back. “The show’s gotten so big that I’ve had to get some staff & interns. I just got the new space, which is exciting.” And it really is. The place boasts a gorgeous view of Downtown. And as expected, it’s right near the California Market Center – the venue, which will hold UNIQUE LA’s Spring 2010 Show.

Some of what you can expect to see at UNIQUE LA’s 2010 Spring Show

If you haven’t had the pleasure of attending one of UNIQUE LA’s shows…I’d suggest you remedy that [this weekend]. I went to the Holiday Show last winter and absolutely loved it. If you’re at all on board with Etsy-esque things, unique screen-printed shirts, cool posters, DIY workshops, new artists or even just…drinking PBR, UNIQUE LA is for you. Will it exhaust you? Yes. And will you still love it? Absolutely. You’ll get cool stuff and feel good buying it. The event features over 300 designers and artists, selling directly to locals like you. “One of my favorites, Eva Franco, is this great, great designer who sells to Anthropologie. And people can come to the show and buy directly (literally) from her; meet her; chat with her and buy her stuff for less than retail. The vendors, who are selling directly to the consumers are making more money – and the customers are saving more money because you’re cutting out the middle-man. It’s a win-win for everyone,” says Sonja.

Sonja Rasula is…basically the girl you want to be friends with. Intelligent, passionate & endlessly interesting, she, like a lot of people I’ve been talking to, believes in LA. Within minutes of meeting her, she is already offering to feed me cookies & coffee…I know, right? Whatta charmer!…and I, of course, am powerless in resisting. The former journalism student, who stumbled into new media, ended up running 14 TV stations for a media company in Canada, then quitting to be an interior designer on Trading Spaces (true story) is now on a mission to get the best local support for the best local, independent design.

Sonja is also the Co-Founder of LA Street Food Fest

SB: How did UNIQUE LA come together?

So basically in 2008 (which was the year of the election), for almost that entire year, I dedicated myself to politics. I am the Executive Director for a non-profit in Los Angeles, called Young Progressive Majority and basically we just try to get young people to vote in local elections. I was doing a few interior design jobs here and there but pretty much just volunteering, trying to get people to vote, registering, etc. And at the end of the summer, I was like “Oh my god. What am I going to do once the elections are over? I can’t volunteer my time forever.” So that was the summer I decided to just do what I’ve always had in the back of my mind – to do a really, really huge show; something bigger than anything that’s ever been done in LA; one aimed at bringing awareness to local & independent design made in the U.S. And then…I did it.

A piece by Homako – one of the featured vendors that will be at UNIQUE LA’s 2010 Spring Show

SB: Ultimately, what is your goal with UNIQUE LA?

Well, my original goals have already been met. They were: (1) to create a show large enough to rival a mall; and (2) to spread the word about buying local. All kinds of cool, great stuff is made here – you just have to know about it. There’s nothing wrong with supporting a global economy, but what I’m trying to instill is this idea that consumerism counts; that taking a second to pause and think about where something is coming from, how it’s made, how it contributes or doesn’t contribute to our local economy…matters.

I feel like I’m on that path; like the second I decided to do UNIQUE LA, it became a success. I, truly, do not do anything unless I’ve really thought about it & looked at it from every angle – so I thought about doing the show and thought, “Yeah, you know what? I can do this.” I just went full-force; my whole thing is “Go Big or Go Home.” So, we’re doing UNIQUE Atlanta in the summer…because it’s “Hotlanta” [laughs]. And then we’re going to do UNIQUE NYC in the fall. I just want to keep spreading this message as far and wide as possible and feature all these great vendors. My dream of all dreams is that by 2012, we can be in Tokyo & perhaps Berlin.

Tyler Bender Book Company – one of the featured vendors that will be at UNIQUE LA’s 2010 Spring Show

SB: What’s a typical day for like you?

I’m a basket-case…it’s kind of embarrassing [laughs]. Sometimes, I think about my life and how other people might perceive me and I’m like…”Oh my god. I’m that nutcase that people see on reality TV shows.” It’s hard to tell people what I do – because minute to minute, second to second, I’m always answering something, dealing with something, and putting out fires. This morning, I went to bed at about 2am. Got up at 7am to finish laying out the directory & went over all the content for the book with my designer (her boyfriend); turned that in along with a couple other postcards for promotion. Got here; am doing interviews with the press, emailing the press, and also communicating with about 50 vendors today. I’ll probably have to put off going to the restroom for a while [laughs]. And that’s just during the day. My days are very, very long. It’s not like I get to go home and sit down and have a nice dinner, watch some TV and unwind. No. We’re working the entire time. It’s pretty rough right now [preparing for the upcoming show] but there are definitely some perks. It’s a lot of fun and I get to discover really cool vendors. And I have great, great friends and family who all offer to help. It’s cool to have a community to come together and help out.

SB: What are the challenges to UNIQUE LA & its efforts?

Just getting the word out. I sometimes make fun of the show saying, “We’re the country’s largest independent design show!…that no one knows about!” [Laughs] It’s just about getting people to know about it. And as soon as they know about it, they’re on board. As soon as they step foot in the door, go upstairs and start to shop…they’re fans for life. The most amazing people come to UNIQUE LA. Right now, it’s the hipsters and the people who pride themselves on being “in-the-know”…that all know about the show and love it. But I would really like to hit the soccer moms in the OC, the baby-boomers, the older generation…I really want everyone in LA and in the country to know about the show – because what we’re trying to get people behind is so important.

Beautiful Decay Booth @ UNIQUE LA

SB: What can we look forward to in the upcoming Spring Show? What are the details?

Again, there will be about 300 designers & artists. I handpicked every single one (we actually had to reject almost 200 vendors because the show has grown so large and the space can’t accommodate that many spots). What that means though…is that we were able to be really, truly selective. It really is some of the country’s top talent. As usual, there are free drinks & free workshops on both days. All day long, there’s always a workshop going on. And we will have a photo booth with free prints.

Our exciting news is that Amoeba Records is doing a Pop-Up Shop – selling records & rare rock posters. We’re also introducing some of the food trucks from the Food Fest. A handful of them are going to be out of the trucks & upstairs (they’re really excited to be out of the truck). Flying Pig. Cool Haus. The Pop Shop…

SB: The POP Shop? I haven’t heard of that one…

She makes gourmet popsicles (many of which have alcohol in them). They’re amazing. It’ll be a hand-selected group of food trucks that will be upstairs. Plus, Tiara Cafe & Malo from Silverlake and others. It’s going to be cool.

Oh, and then there’s this really cool, young new company called Pedego. They have these electric bikes (the same ones nestled in the corner of the office). These bikes are so cool. They make the idea of commuting in LA on a bicycle more approachable and are such a great step forward in terms of an eco-friendly lifestyle. They’ll be down in the lobby. They’re going to let people test-drive them & take them out into the streets.

Popsicles from The POP Shop – photo by Gia Canali

SB: I’m curious to know if there’s a unique “LA consumer” & how that might compare to everywhere else?

There totally is – and I think that’s evolving & changing. I think UNIQUE LA has something to do with that. And I also think that it’s a natural progression. Five years ago or maybe even two years ago, the LA consumer was…well, [laughs]…I kind of have this vision of a woman wearing head-to-toe Juicy and high-heeled flip-flops, maybe an Ed Hardy hat…yeah, that. And that may still be a lot of who the LA consumer is. But I believe that right now, Los Angeles is the most interesting and important place in the world. Los Angeles has always been an underdog. People love to make fun of us. But there are hundreds & hundreds of people that are moving here every month, who are really interesting and involved in the arts & culture. Our museums are attracting curators from London & New York. This city attracts professionals with such amazing backgrounds. And that’s just on the professional level. In the more underground scene, there are soo many people and things going on. People from Brooklyn are like, “Alright, Brooklyn was five, ten years ago…I’m moving to Silverlake or Echo Park.” [Pause]…Really, Silverlake & Echo Park are kind of five years ago. People are going to Highland Park or Mount Washington. There’s just cool stuff happening in this city. I feel it. There’s so many cool people now in this city, who believe in it. The rest of the world – constantly think of us as just a vast, commuter city. But there are so many cool people making, building, producing really, really cool shit. I think that’s the perfect environment for creativity. From indie filmmakers to writers to fashion designers. Band of Outsiders is one of the most talked about brands. They make such great stuff,; they’re really propelling men’s fashion right now. And they’re LA. The fact that everyone assumes they’re New York…is amazing. LA hasn’t peaked yet.

SB: Are you noticing any trends from LA’s local designers & artists? Any trend forecasts?

There are a lot designers here, who love to use LA images – like taco trucks & life guard stations; images that represent LA. Designers are definitely using LA imagery to big-up their home. And because LA is really close to the ocean, the mountains, the desert – I’m also noticing a lot of nature-infused stuff. People are really embracing that hippie, west-coast vibe; that California-feel. There are a lot of people on the East coast trying to copy West coast style. I’m telling you, there’s something happening here. The whole botanical side of LA and what’s around us…I feel like we’re going to start to see a lot of that coming in. For a while, everything in fashion, interior design and art was focused on a very European-aesthetic; a lot of Damask patterns; something very regal…and that’s totally gone. It’s definitely going to go more toward more hand-drawn illustrations, more of that natural, “driftwood” vibe. And we’re going to run with it.

Oh, and it’s not about the ’80s. The ’90s are back…which is totally disturbing to me. You’re going to start seeing stuff that should never come back. Big huge polka-dots & big stripes…but it will probably be done with great lines & look cooler this time around. But yeah, I’m predicting the 90s are back.

SB: So we have the Spring Show coming up and then UNIQUE Atlanta & UNIQUE NYC…anything else we should know about?

We’re going to be doing the LA Street Food Fest in the summer. It will be in a new location with a new vibe & a very, very exciting new addition. That’s all I’ll say for now.

Now for some Quick Questions with Sonja Rasula…

Name some of your favorite LA places…

To grab a drink…El Prado for wine; Edendale has a fantastic bar, a great back patio, and they make very strong drinks, and Verdugo for beer. They have tons of great international beers on tap.

To grab a bite...Restaurants around my house like Edendale Grill or Speranza – which if you haven’t been to, then you should go. It’s this tiny Italian place that makes you feel like you’re in a different city.

Where can we find you when you’re not working?

Three places: (1) The Rosebowl Flea Market; (2) Running around the reservoir or in Elysian Park; and (3) on Sunday nights, you can always find me with friends at my house or their houses. We do a family-style dinner, where we make dinner together or sometimes…we order in [laughs]. We just hang out & talk; we watch whatever’s on HBO. It’s great.

Last three songs played on your mp3 player?

I was obsessed with Ke$ha’s “Tik Tok” [laughs]. She lives in Echo Park & was actually a volunteer of mine. She helped us when we were trying to register people & get them to vote. That, to me…I mean, I have that girl’s back for life. She was out there holding signs; out on the street with us; telling people to vote. I don’t know a lot of people who give up their time to volunteer at all. So, when she came out with her song – I was totally out to promote it. And then it became huge hit…and I didn’t have to do anything at all [laughs].

Recently, I’ve been listening to a lot of what I want to say is “vintage-Beck.” There’s something about some of those older albums. Especially the one that’s mostly acoustic stuff (Sea Change) that’s so beautiful. So when we’re working, I like to have us listen to Beck. And I’m always obsessed with “Poison” by Bell Biv Devoe. I feel like that’s one of my main sources of inspiration. I kid you not. I can listen to that song like ten times in a row and still be singing to it.

If you could own any piece of art, what would it be?

An Andy Warhol. But not one of the iconic prints; I’d love to have one of his fashion illustrations.

What is something most people don’t know about you and would be surprised to know?

This one’s really easy. I have narcolepsy.

[Stunned] Whaaa?

[Laughs] I knowww. Everyone’s always like “But you do soo much!” But yeah, I have narcolepsy. It’s true.

If you were on death row, what would you want your last meal to be?

The most amazing thin, greasy pizza with tons of cheese…just this huge pizza. And a full-on Chinese meal with everything.

Three more things on your bucket list…

(1) Have a property in the south of Italy or south of France…I’ll take either; I’m not picky [laughs]; (2) Go to China; (3) And I want to raise a family & have a good life. I want to be another example of a successful working woman that maintains a family. I think sometimes we think it’s one versus the other. But I think that you can have both. You can have it all.

Always…think about what you’re doing.

Never…say never.

*The UNIQUE LA 2010 Spring Show begins at 11am on both Saturday, April 24th & Sunday, April 25th, 2010 – and ends at 6pm both days. Admission is $10 (and can be used for both days) at The California Market Center, located at 110 East 9th Street, Los Angeles, CA 90079. For more information, check out the UNIQUE LA website.