Art Madrid'25 – WHAT DOES ART HAVE TO SAY ABOUT THE WORK DAY?

Our life is mostly marked by the time dedicated to work. Much of what we are and others see, is linked to our profession. Art is no apart to this phenomenon, and in fact, some artistic movements are to some extent indebted to the influence that technological advances in work have established in production processes and large factories. As a kind of second industrial revolution, the innovation of the production guidelines and the modernisation of the machinery, as well as the professional specialisation, have generated a work culture today almost inseparable from the idea of an advanced and up-to-date society.

Frame from the film "Modern Times", by Charles Chaplin

The impact of these changes on production processes appears in the arts. We all know the parody of the assembly line that Charles Chaplin made in his film "Modern Times" (1936). Although the context of this film is the crisis that emerged after the Great Depression, the adverse working conditions of the personnel of the large factories reflected in the movie can be extrapolated to any other place in the world. A paradox poses between the inclusion of machinery that replaces human labour and relieves them of mechanical work, and a higher demand for workers forced to perform more and better.

Fortunato Depero, 'Rascacielos y túneles' (Gratticieli e tunnel), 1930 (image from elpais.com)

But art has also echoed the positive effect of these advances for the work-life. Futurism, an artistic movement of the early s. XX that preceded Cubism and expanded worldwide, is essentially based on the capture of movement, speed, dynamism and progress. For this reason, many of the most representative pieces of this trend include machinery and technological devices associated with the evolution of society and the dizzy speed with which things happen in modern times. Futurists also developed a manifesto, released in 1909 by the Italian artist Filippo Tommaso Marinetti, which reflects some of their main ideas, always around the treatment of speed and beauty of machinery as a sign of an era marked by advance and innovation.

Soviet poster of the 30's. (image from magnet.xataka.com)

The inclusion of references to the labour world in the Soviet propaganda posters is also paradigmatic. While Futurism was a free artistic movement initiated in Italy, for the Soviet Union, propaganda was an essential diffusion tool, which the regime knew how to use skillfully to expand its message and win supporters. The communication of a discourse based on the duty of citizens to work, on the dignification of men and women with effort, on the benefits of collective commitment and rural sacrifice, resulted in posters with numerous work scenes that today shape a style and an aesthetic unmistakable.

Antonio Berni, “Manifestación”, 1934 (image from prevenblog.com)

In the decade of the 30s, other artists also began to portray the hardships of work and collective demands asking for better conditions for employees. Do not forget that the date chosen to commemorate Labour Day, the 1st of May, is a tribute to the martyrs of Chicago, some anarchist trade unionists who were executed for fostering and participating in various revolts to claim an 8-hour workday, in 1886. Half a century later, the demands of the workers still originate protest movements, reflected by the artists of the moment.

Mural by Diego Rivera – Detroit Institute of Arts

Paradoxically, it was also at this time when companies tried to spread a different image of collective effort, to dignify the role of the working class around the idea of ​​the New Deal. This attempt to make a call to the social contribution to recover the economy, especially after the debacle of the Crack of 1929, led some companies to finance motivational murals that represented employees in the North American factories. This happened with some orders made to Diego de Rivera for Ford factories in Detroit.

 

From July 7 to 9, 2025, the Balsera Palace will host the First Course on Collecting and Contemporary Art, an intensive 15-hour program that will explore the complex and fundamental question of taste in contemporary art. Organized by the Nebrija Institute of Arts and Humanities at Nebrija University and the Avilés City Council, in collaboration with 9915 — Association of Private Collectors of Contemporary Art and the Institute of Contemporary Art, the course offers a unique opportunity for analysis and debate on the dynamics that shape aesthetic and symbolic value in today’s art scene.


First Course on Collecting and Contemporary Art. Avilés, Asturias


The notion of taste, intrinsically tied to aesthetic judgments and power relations, has played a decisive role in the historical prominence of artists and artworks. However, contemporary art—marked by its breaking of conventions, diversity of media and techniques, and critical stance toward traditional canons—raises fundamental questions about the continued relevance of this concept.

This course will explore how the decisions made by key players in the art system—institutions, private collections, galleries, curators, and artists—continually redefine a field of taste shaped by aesthetic, symbolic, cultural, social, and political logics.


"¿But does it exist, and what is the prevailing taste of our time—so seemingly confused, fragmented, indecipherable?" - Omar Calabrese, The Neo-Baroque Era.


The academic program, directed by José Luis Guijarro Alonso, Director of the Master’s in Art Market and Related Business Management at Nebrija University, and Pablo Álvarez de Toledo, Head of the Department of Arts at Nebrija University and the Nebrija Institute of Arts and Humanities, will bring together a distinguished group of national experts—including collectors, critics, curators, gallery owners, and artists—whose contributions will address key issues in shaping aesthetic, symbolic, and market value in today’s art world.


PROGRAM

MONDAY, JULY 7

9:30 AM Registration.

10:00 AM Course Opening Nebrija University Avilés City Council Presented by Rosario López Meras – President of the Association of Contemporary Art Collectors, 9915, and Adrián Piera – President of the ICA, Institute of Contemporary Art.

10:30 AM Course Presentation By José Luis Guijarro Alonso – Art Historian and Anthropologist, Researcher, and Director of the Master’s in Art Market and Related Business Management at Nebrija University.

11:00 AM Coffee Break.

11:30 AM Panel Discussion The Taste of Private Collecting as a Prelude to History. Speakers: Candela Álvarez Soldevilla – Entrepreneur and Collector; Javier Quilis – INELCOM Collection; José Miguel Vegas Valle – Collector. Moderator: Luis Feás – Critic and Curator.

1:00 PM Lunch Break.

3:30 PM Individual Lecture On Good Taste in Contemporary Art. Speaker: Marisol Salanova – Curator and Art Critic, Director of Arteinformado.

4:45 PM Panel Discussion The Influence of Galleries in Shaping Contemporary Taste. Speakers: Elba Benítez – Gallerist; Ricardo Pernas – Gallerist (Arniches 26); Aurora Vigil-Escalera – Gallerist. Moderator: Rafael Martín – Coleccion@casamer.

6:00 PM End of Day.

6:30 PM Activity and Cocktail Visit to the Exhibition Asturian Artists in the Pérez Simón Collection – Avilés.

TUESDAY, JULY 8

10:00 AM Individual Lecture Contemporary (Bad) Taste: Kitsch, Camp, and Tacky. Speaker: Julio Pérez Manzanares – Autonomous University of Madrid.

11:00 AM Coffee Break.

11:30 AM Panel Discussion Institutions and the Formation of Contemporary Taste. Speakers: Virginia López – Artist, Founder of PACA_Proyectos Artísticos Casa Antonino; Julieta de Haro – Artistic Director of CentroCentro; Carlos Urroz – Director of Institutional Relations, Museo Nacional Centro de Arte Reina Sofía. Moderator: Laura Gutiérrez – Director, School of Art of Oviedo.

1:00 PM Lunch Break.

3:30 PM Panel Discussion Beyond the Eye: The Taste for Ethical, Ecological, Social, or Political Concerns in Contemporary Art. Speakers: Semíramis González – Independent Curator; Eugenio Ampudia – Artist; Claudia Rodríguez-Ponga – Independent Curator. Moderator: Bárbara Mur Borrás – PhD in Fine Arts.

5:00 PM End of Day.

5:30 PM Activity Visit to the Studiolo Exhibition – Candela Álvarez Soldevilla Collection.

WEDNESDAY, JULY 9

9:30 AM Meeting with Asturian Artists Speakers: María Castellanos – Artist; Avelino Sala – Artist; Consuelo Vallina – Artist. Moderator: Pablo Álvarez de Toledo – Nebrija University.

11:00 AM Activity Visit to the Niemeyer Center – Avilés.

Course Closing Ceremony.





This course is designed for art professionals, collectors, researchers, and students seeking an in-depth analysis of the dynamics that shape taste and collecting practices in contemporary art. Adopting a critical and multidisciplinary perspective, it provides a unique opportunity to rigorously examine the aesthetic, symbolic, and structural factors that underpin the legitimization of contemporary art.