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Inside the colorful and creative headquarters of Cupixel in Newton, it’s all about enabling the masses to speak the language of art.
“This is where the magic happens,” said Hayley Dunne, the lead artist in residence at Cupixel.
Through their smartphone app, paid subscribers can access a platform that helps them to create art.
“It’s like Bob Ross on steroids,” Dunne jokes.
Using stock images, or even pictures you may have taken yourself, the app digitally projects the photo through your phone and onto a piece of paper. The artist can then recreate their artistic perspective of the photo.
Cupixel believes this digital content created in Massachusetts makes art more approachable for people all over the world.
“The technology that we have allows people to use this a jumping-off point, then get them to the point where they can really get creative and feel empowered with what they do,” said Dunne.
“We are in the business of enabling people to create art. To really feel the joy of creativity,” said Cupixel’s founder and CEO Elad Katav.
Katav admits he has no artistic background. He’s a former Israeli Army intelligence officer who was inspired to build a computer program to make art after seeing a mosaic portrait made entirely out of wine corks.
“It didn’t work, it didn’t work. And then it all started a process. Ok, what if, what if, what if and what if turned out to be a company,” said Katav.
Cupixel is now teaming up with crafts giant JOANN Fabrics and Katav, the self-described non-artist, is realizing for himself the benefit of getting lost in art.
“There is research says that 45 minutes of doing art is like taking a pill for relaxation — same effect on the brain,” he said.
The art experience entrepreneur believes no matter who you are you can create.
“I’m not going to make you an artist, but I will get you to speak the language,” Katav said.
Cupixel is currently working on an initiative to get their programs to senior living communities, youth outlets and even into the hands of law enforcement.
Departments like Newton and Providence are exploring the idea of making Cupixel available to their officers to help them cope with the stresses of the job.
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