The Gregangelo Museum wasn’t supposed to exist. It began as a run-down rental in San Francisco — a place where artist Gregangelo Herrera patched collapsing rooms with found materials, turning repairs into creative experiments. One of those repairs became a full-blown art installation. One became two. Then three. Forty years later, the house is a city landmark, and the team behind it is reshaping what immersive art and marketing can look like.
In this episode, host Dave Charest talks with Gregangelo Herrera, Artistic Director of the Gregangelo Museum and Velocity Arts & Entertainment; Angelica Irreno, Artist Manager and Marketing Coordinator; and Marcelo Defreitas, Creative Director. Together, they share how they transformed a private home into an immersive storytelling experience — and how that became their most effective marketing tool. “We didn’t sit down and make a strategy,” Marcelo says. “By doing it, we reinvented.”
Tune in to hear how they leaned into storytelling over ads, how this small team markets through meaning, not money, and how their outdoor art garden helped them stay open during the pandemic.
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Meet Today's Guests: Gregangelo Herrera, Angelica Irreno, and Marcelo Defreitas of Gregangelo Museum and Velocity Arts & Entertainment.
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What Gregangelo does: Gregangelo is the Artistic Director of the Gregangelo Museum in San Francisco. A lifelong artist and performer, he founded the immersive museum experience inside his own home, blending storytelling, installation art, and cultural rituals. He’s also the founder of Velocity Arts and Entertainment.
💡 Key quote: “My form of marketing has always been to show up and invite people in.”
🎭 What Marcelo does: Marcelo is the Creative Director at the Gregangelo Museum. He brings a background in nonprofit leadership, events, and design. After hiring Gregangelo’s troupe for an event years ago, Marcelo joined the team and now leads strategy, operations, and creative direction for the museum and its experiences.
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Key quote: “We’re not just performing anymore. We’re helping people reconnect—with themselves and with each other.”
📱 What Angelica does: Angelica is the Artist Manager and Marketing Coordinator at the Gregangelo Museum. Originally from Colombia, she began as a marketing intern during the pandemic and helped reimagine how the museum connects with its audience through storytelling and content.
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Key quote: “At the beginning, I didn’t quite get the selling point. Then I realized—it’s not just the art. It’s the stories.”
👋 Where to find Velocity Arts & Entertainment:
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