One of the design works that most impact and that usually falls into oblivion is the advertising posters. Metres and metres of billboards, bulletin boards, canopies, banderoles... covered with numerous layers of glued paper. Although the nostalgic people always want to keep the concert that made history or the movie that marked his childhood.

A group of entrepreneurs Bilbao has launched an app that develops a cultural agenda based on the posters designed to announce each of the activities: Postwall. This initiative has already exceeded 5,000 downloads in its five months of life. With these figures, it is evident that the communicative power of the poster resides in its visual impact and that the public is still sensitive to the quality of good design, something increasingly demanding and complicated in an environment of permanent competition in digital communication.

Beyond the fetishists and collectors who paper the walls of their rooms with posters of their small vital "milestones" (where there is no movie poster - especially Star Wars or similar - or a musical star - from Michael Jackson to Beyoncée-?), it is good to keep in mind that behind all good posters there are many hours of work. It is about harmonizing the information with an image that impacts, and a lot of design work in which the main artistic trends of the moment concentrate.

In fact, a poster can be used for much more than to announce an activity. It can create a tendency, influence the style of an era, become a reference of art for posterity. This has happened with communist aesthetics during the Cold War, with a propaganda poster that today is updated in the hands of authors such as Shepard Fairey, apart from other paradigmatic examples such as Mucha and his compositions Art Deco (sometimes it is difficult to know what was before , the poster or the style itself), or the total fusion of trends by Víctor Moscoso, a Galician poster designer based in California who set a trend in the 60s to generate an unmistakable style.

As Patrick San Juan, one of the founders of Postwall, explains, a good poster anticipates the experience of the event it announces. However, the graphic designer, the true alma mater of these works, goes completely unnoticed and remains forgotten to the value chain associated with the event at stake. This idea, added to the need to collect in one place all the cultural offer of the city, motivated the creation of this app that so far, without reaching the half year of life, already works in all Basque Country, Barcelona and Madrid and continues to expand to Seville and Valencia.

Liquitex at Art Madrid’26: Creativity, Innovation and a Commitment to the Future of Art

Since 1955, Liquitex has built a distinguished legacy rooted in continuous innovation, technical excellence, and unwavering support for the artistic community. Its history is closely intertwined with the evolution of contemporary art, accompanying generations of creators with materials that expand expressive possibilities and encourage fearless experimentation.

At the 21st edition of Art Madrid, Liquitex renews its commitment to contemporary creation, reaffirming its position as a leading brand in professional acrylics and a strategic partner to both emerging and established artists.

Liquitex has transformed the world of acrylics since inventing the first water-based acrylic paint. Today, its portfolio continues to set industry standards through advanced formulations, exceptional color vibrancy, and remarkable versatility across artistic disciplines. Each product is designed to provide total control over color, texture, and finish, empowering artists to explore new techniques and develop work with a distinct voice. For Liquitex, innovation is not an end in itself, but a catalyst for creative freedom.

Under the tagline Just Imagine, Liquitex invites artists to challenge boundaries and embrace art as a space of limitless possibility. This philosophy not only defines its creative approach but also translates into a tangible commitment to artistic growth, offering materials conceived to support experimental processes and contemporary narratives.

Every brushstroke, every blend, and every surface transformed with Liquitex becomes an opportunity to imagine without constraint and create bold visual narratives.

Liquitex and the Support of Emerging Talent: Espacio Nebrija

At Art Madrid’26, Liquitex strengthens its dedication to nurturing and professionalizing emerging talent through its sponsorship of Espacio Nebrija, a curatorial initiative developed by Universidad Nebrija. For the second consecutive time, the project offers Fine Arts students the opportunity to make their professional debut within the contemporary art circuit.

Curated by Luis Gárciga, the project proposes a critical reflection on artistic pedagogy, the art market, and technology through the concept NotanIA SipedagogIE—an aesthetic, empathetic, and anti-algorithmic pedagogy that champions Aesthetic Intelligence in response to creative automation.

The stand is conceived as a space of transition, resistance, and experimentation, bringing visibility to the processes, aspirations, and perspectives of a new generation of artists in formation. Thanks to Liquitex’s support, participants have access to professional-grade materials that enable them to develop their projects with complete technical and conceptual freedom, fostering an environment grounded in research, experimentation, and critical inquiry.

Liquitex’s presence at Art Madrid’26 underscores its commitment to a responsible brand model actively engaged with the future of art. Recently awarded B Corp Certification, Liquitex joins a global community of companies dedicated to sustainability, transparency, and social responsibility.

This recognition affirms a long-term vision centered on artistic excellence, environmental stewardship, and support for creative communities—values reflected both in the development of new products and in the brand’s active involvement in cultural initiatives.

At Art Madrid’26, Liquitex continues to champion contemporary creativity, accompanying artists in their exploration of new visual languages and reaffirming that art, when equipped with the right tools, knows no boundaries. Because imagining is always the first step toward transforming reality.

ABOUT LIQUITEX

The world-leading professional acrylic brand Liquitex joins Art Madrid’26 as a sponsor, reinforcing its mission to empower artists and support contemporary creation through Espacio Nebrija.

At the 21st edition of the fair, the brand reaffirms its purpose of helping individuals connect with their creative energy, encouraging them to imagine and tell stories through art. Liquitex, the American brand recently awarded B Corp Certification, celebrates an achievement that not only welcomes it into a global community of purpose-driven companies but also reinforces its long-standing commitments.

These commitments encompass artistic excellence, sustainability, social responsibility through engagement with artists, employees, and local communities, and transparency within its business model. Liquitex remains dedicated to continuous innovation and product development, striving to serve as a force for positive change in society and for the environment—leaving a more meaningful and responsible legacy for the future.