Art Madrid'26 – Marketing para empresas del sector del arte

 

 

 

 

Seminario Marketing para empresas del sector del arte
MADRID – 10 de Septiembre de 2015
de 09 a 14 horas
A las 11.00 habrá coffee break y networking
 

Lugar: Jardines de Sabatini(Apartamentos)

9.00 · Start me up Coffee PROGRAMA

9.20 · Apertura por The Art Market – Agency

Bloque 1: Estado del Arte Online y herramientas para adaptarse a él.

9.30 · “El Arte online en números”
por Andrew Mitchell del Fine Art Team de Hiscox
Andrew Mitchell se unió al Art and Private Client Team de Hiscox en 2010. Antes de unirse a Hiscox, Andrew trabajó para un banco de inversión internacional en moneda extranjera después de graduarse en el Mansfield College de Oxford. En diciembre 2013 Andrew fue nombrado Asegurador del Fine Art team.

10.00 · “Mejorar rendimiento y ventas: programas de gestión y páginas web”
por Josep Maria Vidaña de Label Grup
Fundador y CEO de LabelGrup, empresa creada en el año 1985 con el objetivo de dar cobertura a las distintas necesidades en tecnologías de la información a pequeñas y medianas empresas. LabelGrup integra todas esas capacidades en una plataforma diseñada para dar respuesta a las necesidades emergentes en el ámbito de la computación en la nube (Cloud Computing).

10.30 · Networking Coffee gracias a “Tendencias del Mercado del Arte”

Bloque 2: Marketing web y promoción internacional de catálogos

11.00 · “Entendiendo el SEO y el Pay Per Click”
por Abrahám Villar, Consultor de marketing online
Abrahám Villar es consultor de marketing online con especialidad en posicionamiento en buscadores SEO/SEM, analítica web y estrategia en redes sociales. Tiene certificaciones de Google Adwords Search & Display Certified Google Analytics Individual Qualification.

11.30 · “Conoce a tus competidores y sus armas online”
por The Art Market Agency
The Art Market Agency es la primera agencia de marketing especializada en empresas del sector arte. Ofrece servicios de comercialización internacional para mejorar la recepción de ofertas para sus lotes desde mercados internacionales, a través de la implantación de pujas “real time”, la promoción de catálogos en plataformas globales y el desarrollo de auditorías de negocio y de estrategias web.

Bloque 3: Presente y futuro del Arte Online

12.00 · “Promociona tu catálogo en plataformas internacionales”
por Juan A. Rodríguez
Head of Sales Spain Barnebys.com y fundador de The Art Market – Agency
Más de 10 años de experiencia en marketing digital en los sectores de Turismo y Arte, a finales de 2014 creó The Art Market – Agency para ayudar a las empresas del sector arte a posicionarse en el sector del #arte #online. En 2015 fue elegido por Barnebys.com para dirigir las ventas del primer buscador de subastas del mundo.

12.30 · “Del catálogo y la nota de prensa a la web y las redes sociales”
por Angélica Millán, Enrique del Río y Bárbara Vidal

Procedente del mundo de la museología, Angélica Millán es una apasionada del arte, experta en su versión contemporánea e interesada en las nuevas manifestaciones artísticas. Conocedora de la escena artística contemporánea y del mercado del arte, estudia los beneficios de la web 2.0 y las nuevas tecnologías.

Enrique del Río es Historiador del arte y MBA Entrepreneurship por la UCM. Fundador y CEO de WeCollect Club. Cofundador de hoyesarte.com, primer diario de arte en español y consultor en diferentes proyectos online. Antes fue fotógrafo publicitario para agencias como McCann-Erickson y Young & Rubicam.

Bárbara Vidal es socióloga y periodista cultural. Diplomada en Curaduría de Arte y Directora de comunicación de ArtMadrid Feria de Arte Contemporáneo. Gestora cultural y comisaria independiente, cofundadora del colectivo ElPezGlobo/Industria Cultural para la promoción de artistas contemporáneos.

14.00 · Visita opcional al museo de coches de Jardines Sabatini


ART MADRID’26 INTERVIEW PROGRAM. CONVERSATIONS WITH ADONAY BERMÚDEZ


The work of Iyán Castaño (Oviedo, 1996) is situated within a genealogy of contemporary art that interrogates the tension between the ephemeral and the permanent, placing artistic practice on a threshold where nature, time, and perception converge. His research begins with an apparently minor geomorphological phenomenon—the traces left in the sand by the action of the tides—and transforms it into a poetic device for sensitive observation of the landscape. The temporal restriction imposed by low tide functions not only as a technical constraint but also as a conceptual structure that organizes the creative process and aligns it with an ethic of radical attention and presence.

Far from approaching the landscape as a mere backdrop or stage, Castaño recognizes in the maritime environment a generative system that precedes all human intervention. The sea, wind, and light produce autonomous records that he translates pictorially, shifting authorship toward a practice of listening and mediation.

The territory—initially asturian and progressively extended to other geographical contexts—functions as a material archive and situated memory. Each work becomes an unrepeatable index of a specific place and moment, revealing the fragility of natural cycles without resorting to explicit rhetoric of denunciation. In this way, Iyán Castaño’s painting operates as an active pause, a gesture of suspension that allows us to experience the world’s constant transformation from a sensitive and reflective proximity.


Open waters. 14-04-24. Expanded graphic on canvas. 2024. Detail.


In your practice, you work under the time constraint imposed by low tide. How does this temporal limit shape your creative process?

Low tide profoundly conditions my working method, but it does not function merely as a time limit; rather, it is the axis around which the entire project is structured. There is a prior phase in which I study meteorological conditions and the possible climatic variations of a specific day; based on this, I know whether I will be able to work and with which materials.

Once on the beach, during low tide, I have a very limited window—sometimes barely two hours or even less—in which I must move through the space searching for existing traces. If I find one, I intervene in it; if not, I must move on to another beach. After the intervention, I have to remove it quickly before the sea returns and erases every trace. In a way, these works transform the ripples of sand—those forms that are essentially ephemeral—into something permanent.


Where the sea is born. 15-09-25. Expanded graphic on canvas. 40 x 60 cm. Rodiles Beach, Asturias. 2025.


How does the meteorological and maritime environment—the unpredictability of the sea, wind, light, and tide—become a co-author of your pieces?

I do not consider the environment a co-author in the traditional sense, but rather the true author of the traces I work with. I am interested in understanding nature as a great creator: through tides, waves, wind, and light, the sand generates forms that are in constant regeneration. In order to create my works, the sea must first have created its own.

From there, using acrylics, oils, waxes, or sprays, I attempt to translate into the work my sensations and emotions in front of the sea at that specific moment. Whether it is winter or summer, cloudy or sunny, a small cove or an expansive beach, all of these context conditions result and become imprinted in the work.


Sand Ripples. 07-04-21. Expanded graphic on canvas. 189 x 140 cm. Niembro Estuary. Asturias. 2021.


Your work is closely tied to the Asturian territory—beaches, coastal forests, the cove of La Cóndia. What role do place, topography, local identity, and geographic memory play in your practice?

Place is everything in my project. Asturias was the point of departure and the territory where my gaze was formed. I have been working along this line for seven years, and over time I have come to understand that each trace is inseparable from the specific site and the exact day on which it is produced.

From there, I felt the need to expand the map and begin working in other territories. So far, I have developed works in Senegal, Ecuador, the Galápagos Islands, Indonesia, and elsewhere—and in each case, the result is completely different. The sea that bathes those coasts, the arrangement of the rocks, the morphology of the beach, or even the animals that inhabit it generate unique traces, impossible to reproduce elsewhere. This specificity of territory—its topography and geographic memory—is inscribed in each work in a singular, inseparable, and unrepeatable way.


Mangata. 05-11-25. Expanded graphic on canvas. 190 x 130 cm. Sorraos Beach. Llanes. 2025.


To what extent are climate change, rising sea levels, altered tidal cycles, or coastal erosion present—or potentially present—as an underlying reflection in your work?

My work does not originate from an ecological intention or a direct form of protest. If there is a reflection on the environment, it emerges indirectly, by bringing people closer to the landscape, inviting them to observe attentively and to develop a more empathetic relationship with the environment they inhabit. Beaches are in constant transformation, but I do not seek to fix the landscape; rather, I attempt to convey the experience of being in front of it. In this sense, each work is like a small sea that one can take home.


Tree of Life. 19-02-25. Expanded graphic on canvas. 50 x 70 cm. El Puntal Beach. Asturias. 2025.


To what extent do you plan your work, and how much space do you leave for the unexpected—or even for mistakes?

In my work there is very little planning in terms of the final result, but there is a very precise preliminary planning. Before going to the beach, I monitor the time of low tide, wave height, wind, and weather conditions; based on this, I decide which beach to go to. Even so, when I arrive, I still do not know what work I am going to make. It is there that I determine which material to use, which color to apply, and where the intervention will take place. Many times, the environment simply does not allow work on that day, and chance becomes an essential element of these works. Error, in turn, becomes a new possibility if one learns how to work with it.