Art Magazines in Art Madrid\'15

CURADOR, Juxtapoz, INPUT, Mapping Residencies, Tendencias del Mercado, ... Art Madrid'15 supports the invaluable work of the specialized art magazines and makes them fit into your space and your program.
 
We have luxury collaborators, some with long history and other newborns but all share a passion for information and communication of culture and contemporary art and the love - almost fetishistic - to the paper edition. Art Madrid'15 in its space Crystal Gallery, has reserved a space for some of these publications.
 

Cover nº3, INPUT.

Among the newcomers it is the magazine INPUT who just released her third number on paper after checking their success with it's online magazine. It is a publication of contemporary culture that "promotes art as a language Overall, manifestation of freedom and dialogue". In its space at the fair, in the new Lounge Area, input will expose some of its Page Specific, magazine pages customized by Serzo, Françoise Vanneraud Luis Vasallo or Julia Mariscal. They will be on sale, so it's a good opportunity to take a single piece.

 

Page Specific by Françoise Vanneraud and Jose Luis SERZO.

CURADOR was born to create a new magazine format, a new way to generate and disseminate culture, going throught the art gallery and  becoming a paper museum where artists from various fields exposed his work, curated by different professionals each time.
 
The publication aims to become a major platform, both on paper and online, for the work of artists from the world of photography, illustration, design, publishing, architecture, film and any of the various disciplines encompassing art . Following the success of its digital version, CURADOR launches its printed version during the Madrid Art Week. In Art Madrid, CURADOR will show some works of some of the artists Rocio Montoya, Ernesto Artillo, Jorge Flores or Gustavo Lacerda.
Obras de Rocío Montoya ("Nosotros") y de Ernesto Artillo (“Ernesto Artillo, Curador y Holzweiler”).

 

Alongside the novice publications, two with longest running.
 
Juxtapoz, American monthly magazine founded in 1994, specializing in graphic design, urban art and illustration and has become the bible of underground contemporary art will be in our space with its number of February edition of Juxtapoz Latin America and with original work of some of his illustrators and artists.
 
 
Tendencias del Mercado del Arte is one of the oldest journals in our country. Founded in 2007, monthly, and distributed in 10 countries is the most influential Spanish magazine about art and collectibles. Directed by Vanessa Garcia-Osuna, Tendencias... is rigorous, entertaining and stylish design, "an indispensable tool for the connoisseur, the novice collector or simple art lover" as they say from the newsroom. Their exclusive content are produced by prestigious firms and offer a privileged view over the art in all its forms: from classical antiques to the latest trends in contemporary art.
 

On Wednesday February 25, Art Madrid also promotes the presentation of Mapping Residencies # 2 within the Parallel Program activities at the fair.

 

Mapping Residencies is the first printed magazine specializing in artist residencies and contemporary creation. The first issue was dedicated to creating alternative spaces in New York and now the focus is 'Networks'. What does networking for organizations and artists? In a global art system, what opportunities for artists to build professional networks? How is it decisive in his artistic practice? During the presentation, the magazine team will also discuss the general objectives of the magazine; what interest offers studio residency programs, which contribute to contemporary creation, and what is the bet Residencies Mapping to create an editorial project. At the presentation will intervene Alejandro Botubol, visual artist participating in residency programs in the United States (New York) and Spain and contributor to the magazine.

 

 

Buying the first work of art always instils respect. A difficult feeling to define that mixes vertigo with adrenaline. But over uncertainty and caution, a pleasurable sense of connection, understanding, and desire prevails. That work that, once seen, stays in the mind, reappears in the memory several times a day and seems to tell you that it is willing to be part of your home, is the perfect candidate to make the decision.

In the first steps, many collectors do point out that one does not start from an established plan, but rather that one acquires pieces based on taste and the connection one feels with them until, after time, they realise that the volume of works that accumulates can be labelled as a "collection". For example, this is how Alicia Aza explains it:

“I was not aware that I was collecting until many years later when a third party named me as a collector and talked about my collection. In 2005, I became aware of what collecting means and decided to articulate a collection with an identity of criteria and formats”.

Marcos Martín Blanco, co-founder, with his wife Elena Rueda, of the MER Collection, shares this same opinion:

“Collecting has been a passion, driven by a visceral state that encourages you to do so. The collection, in terms of acquisitions, has not been particularly complicated because, let's face it: it is easy to buy because they are all beautiful things and you have some clear idea of where you want to go, but at first those preferences were not so clear. It is with the time that a criterion is being formed”.

It is not always this way, of course, but for the buyer who starts out on this path, the personal connection that entails the first piece is essential. There it is the germ of a lasting relationship that is not limited to a simple aesthetic question but is an open window to knowledge, to exploration, to a world that is often unknown to us and awakens our fascination. The seed of that connection is purely sentimental, and it is precisely this impulse that determines the first acquisitions. The first piece is never forgotten.

Art Madrid'20, photo by Ana Maqueda

Exceeding the usual recommendations made by advisers and agents, rare is the occasion when the art lover decides to buy by pure investment. These paths usually open later, when the volume of pieces is large enough. In addition, there are those who are a bit against this classic concept of the traditional collector, approached from an eccentric, elitist and little accessible vision. On the contrary, art buyers are, above all, art lovers, sentient beings and permeable to creative stimulus who, at a given moment, decide to deepen the relationship they already have with art to take a piece home.

It is not that hard to overcome that small psychological barrier that turns the visitor into a buyer if one approaches the matter from a more personal and intimate perspective than from social consideration. Small-format works, graphic work or serial photography are of great help for this, whose price range, generally more affordable, allows a closer comparison to the daily basis expenses. In this way, the purchase of art falls within the range of feasible activities and becomes something close and possible.

Art Madrid'20, photo by Marc Cisneros

At that moment, a different relationship with art begins, based on pure experience and coexistence with the acquired piece. Perhaps it can be seen as an act of daring, but on many occasions, it is more a matter of necessity and transformation. Collectors also agree that the acquisition of an artwork is an exercise on personal analysis and opening up to a new field of knowledge that was previously alien to us. Alicia Aza explains that the reason she acquired her first piece of video art, by Sergio Prego, is because she did not understand it and because she saw it as a challenge and an opportunity to self-improve. This open window to knowledge creates new connections and bonds with creators, as one of the most fascinating parts of the process. Candela Álvarez Soldevilla explains that

"I think the most interesting thing in the art world is talking to artists. They are people with a special sensitivity to listen and understand.”

And Alicia Aza also says:

"I can share the satisfaction of being able to count on many artists in my circle of close friends today, and that is a long way to go."

Thus, with works that seem acceptable within the horizon of expenses that each one considers affordable, it is easy to find a piece that catches us. Since then, our home also evolves into a space in which art has a permanent place and presence, and there is no doubt that this transforms us inside.

Art Madrid'20, photo by Henar Herguera

Jaime Sordo, owner of Los Bragales collection and founder of the 9915 Contemporary Art Collectors Association, has always defined his relationship with art as a true passion and a vital necessity. For buyers who start on this path, he has the following recommendation:

“It is an essential condition that they feel the need to live with their passion to enjoy the works. Another very important aspect is that before making decisions for purchases, they are informed, so it is necessary to read specialised newspapers and books, visit exhibitions and museums and a lot of contact with galleries, which is an important and very specific source of information of the artists they represent. Finally, the presence in national and international art fairs. All this generates information and training.”

Indeed, fairs have become a good place for discovery because they condense a wide offer and allow diverse and global contact in a concentrated way. For this reason, many new generation buyers start in the context of an event such as Art Madrid, whose closeness and quality constitute a unique opportunity to meet, soak up and feed the passion for art.

(*) quotes taken from various interviews published in public media between 2013 and 2019.