The turn of the millennium seemed one of the main milestones that would mark the future of many economic sectors. The horizon was encouraging and full of thrilling challenges. After the threshold of 2000, we all had to face a strong economic crisis in 2008, which had a decisive influence on numerous business models, and we are now immersed in the recovery from the greatest health crisis ever experienced worldwide over the last hundred years. Reality is like a blank canvas on which the brushstrokes of events are slowly drawn and professionals must make their way without a road map.

Performance at La Juan Gallery

The cultural field has shown in this time an enormous resilience and an unstoppable spirit of improvement that has led to a redesign of traditional models of understanding the dissemination of art, especially contemporary art, and the relationship with visitors and clients. The change plays on both sides of the coin: the galleries must adapt to the new circumstances that modernity imposes, but also the public itself has modified the way they approach these spaces. How to reach a hyperconnected society, eager for innovation and novelty? The situation is also boosted by unforeseen events of great impact and the urgent need to adapt to a future as uncertain as full of possibilities.

In the contemporary art realm, it must be especially taken into account that galleries play a critical role. The preservation of the new generation of artistic manifestations occurs on many occasions thanks to their work of support, promotion and professionalisation. The most consolidated, classic art is accessible in museums; while the new creations lack their particular space to confirm their value and disseminate the works. This is where the agents of the contemporary art professional fabric play a determining role, starting with the galleries, without whose support the artists could not survive.

At the same time, consumption habits change, giving rise to permanent connectivity with the exterior, which eliminates the physical barriers and traditional obstacles associated with space and time. The opportunity to enjoy content remotely and to do it from the privacy of our homes is a defining condition of today's society. And to this trend, neither galleries nor artists can stay aside. One of the first consequences of this transformation is the generation of a huge volume of digital content that new galleries offer to complete the experience of getting to know the artists they promote. What's more, some of the younger galleries decide to enter the market without a venue and turn the web into their visibility platform. Although this is an upward trend, given the costs associated with traditional models in which having an exhibition space was essential, when we talk about art it is difficult to completely suppress the real experience and the desire of the visitor to see the work live.

So what do galleries make to satisfy this need? One of the ways to do it, and which has experienced true hatching in these past months given the situation of confinement we passed through, is the production of a wide content that amplifies the information provided about the artist and his work or that incorporates testimonials, opinions or contributions made by professionals in the sector. In addition, on many occasions, art lovers feel an unstoppable curiosity to know the details of the creation processes, understand the author's objectives, know his/her projects... which gives rise to exploit all the information associated with the artist's work and to show it in an attractive, accessible way. In relation to the latter, the combination of presentation formats that go beyond the static nature of the online artworks catalogues is also decisive. It is essential to try to humanise to the maximum the potential that the Internet holds, and to do so, one has to adapt to the tastes of the consumer and the content that it demands.

View of AP Gallery

Precisely for this reason, a strong commitment of the most leading galleries is to offer web platforms that largely emulate the clean and diaphanous aspect of an exhibition room, and that enrich its offer with the incorporation of explanatory videos, contributions from curators, testimonials from the artists themselves, virtual visits, online conversations and a long etcetera. One of the great innovations that have put many’s ingenuity to the test is the exploitation of communication skills through social networks and new interactive platforms for group conversations. The past months have been a challenge for the sector, which has managed to launch some of the most creative initiatives to maintain interest in art and promote online commerce.

But we must not forget the galleries that decide to keep a space open to the public, although adapted to the new times. Some of them choose to transform the traditional showroom into a meeting place where things happen. Creating a parallel program of activities linked to the current exhibition expands the visitor's experience and makes the venue a point of reference for live and changing art. In addition, others decide to open up to new fields of exploration capable of creating art constantly and not just being an exhibition space. For this reason, some galleries are actually idea labs and artist residencies that take advantage of their premises and location to carry out projects to which the public is invited.

Montana Gallery

Another line of work that modern galleries opt-in for is specialisation. The possibility of defining itself by hosting more outsider projects or disciplines that until recently were not yet established or recognised by agents in the sector. This option is also the way to make their way in a differential manner and decisively help to spread the art of new creation before it is even consolidated. A path of pioneers that little by little the most seasoned galleries dare.

In short, a sector in which the famous line “renew oneself or die” makes more sense than ever and which many galleries face with commitment, perseverance and determination.


If you are a contemporary art gallery and would like to be part of Art Madrid'25, you can now apply to participate!

The 20th edition of Art Madrid will take place from 5 to 9 March 2025 in the Galería de Cristal del Palacio de Cibeles. This privileged location, good communications and the quality of the project have always been guarantees of success for an event that reaches 20,000 visitors in each edition.

Art Madrid has been held during the capital's Art Week for the last twenty years, consolidating itself as an interdisciplinary fair of new artistic trends, in which nearly 40 national and international galleries participate, working with painting, sculpture, graphics, photography, installation and digital art of recent production.

Partial view of Art Madrid'24. Contemporary Art Fair. 19th edition, 2024

Art Madrid carries out a series of programs designed by curators, consultants and cultural experts with the fundamental objective of encouraging collecting, promoting cultural dialogue and making the most recent trends in art accessible to the general public. These initiatives are always focused on the constant improvement of the visitor's experience at our event, always seeking to enrich their interaction with contemporary art.

Partial view of Art Madrid'24. Contemporary Art Fair. 19th edition, 2024


Gallery Program

Art Madrid's Gallery Program is the heart of the fair. In each edition of Art Madrid, the program consists of around 40 national and international exhibitors.

Parallel Activities Program

The Parallel Program of Art Madrid'25 will have as its main axis the concept of the Territory City. The public space, the city and the territory will serve as a link to the artistic practices that take place in the "imagined spaces" and revitalize the cultural geography of Madrid.

Collecting Program

Art Madrid offers a specialized consulting service for galleries and the public interested in acquiring works of art.

Support Program for New Entries

Through a specific communication package, new entries to the fair will be presented and given special visibility.


The program will include a series of activities that will take place throughout the month of February and during Madrid Art Week at the Galería de Cristal del Palacio de Cibeles. Likewise, the parallel program will maintain the 2nd edition of the Open Booth, the Performance Cycle, Lecturas: Curated Walktrhoughs by Art Madrid, and the Interviews Section curated by Art Madrid.

Partial view of Art Madrid'24. Contemporary Art Fair. 19th edition, 2024


Best Booth Award

Award that will be articulated around the gallery with the best booth set up at the fair.

New Entry Award

Award will be given to the newly incorporated gallery with the best booth setup and exhibition proposal at the fair.

Emerging Artist Award

Our sponsors, as part of their line of action to promote contemporary art, will offer a prize to one of the revelation artists participating in the fair.

Partial view of Art Madrid'24. Contemporary Art Fair. 19th edition, 2024

Our support for art and culture extends throughout the year and responds to a global vision in which constancy and commitment to the galleries are essential to achieve our objectives of disseminating contemporary art within and beyond our borders; to create new audiences and interest in art and culture in all sectors of society; to strengthen and promote artists, especially young talent; to value art and culture as essential elements of social development; and to create spaces for cultural visibility and communication that are accessible, open and dynamic.

Relevant information

Applications for the 20th edition of Art Madrid'25 can be sent to the following e-mail address: until October 7, 2024