Within the activities program "Art Madrid-Proyector’20" organiSed throughout last February, one of the most interactive actions was offered by Patxi Araújo at the Medialab Prado cultural centre. This artist offered a master class on February 12th, but also had a digital installation on the main facade of the building that was in operation for a month. We want to remember the result of this experience and offer you the possibility to enjoy the full master class online for all those who could not attend.

Patxi Araújo (Iruña, 1967) is an artist, researcher and teacher. He combines his academic work at the Faculty of Fine Arts of the University of the Basque Country with his artistic career. In the field of creation, Patxi was interested from the beginning in the technological application to the arts, in the search for an aesthetic that deals with concepts such as the human, the natural, the creation of spaces, the corporeal... through programming and the use of the software. His work has been recognised and selected in different biennials, festivals and video art and electronic experimentation competitions, such as "Share Festival XIII", Il Moderno Prometeo, Turin (2018); "Zinetika Festival", Bilbao (2018); "Life at the Edges", Science Gallery, Trinity College, Dublin (2018); “Osmosis Audiovisual Media Festival”, Taipei (2016), to name just a few.

True to his career, Patxi Araújo's master class entitled “All Prophets are Wrong” offered a vital and practical tour on the use of technology and computer programming in artistic creation. We are entering a hybrid terrain, where processes require knowledge contributed from different areas so that technological training and creative impulse merge into a field yet to be explored. Like any new language, it is a matter of mastering a technique, methods that depart from traditional artistic disciplines, not only because of their expression but also because of the type of training required. This is one of the essential characteristics of technological art, a fully up-to-date area that many authors come to because of their need to work with guidelines beyond the conventional. Likewise, the presence of technology and digital in our environment makes it natural for many to opt for these paths and consider projects that exceed the limits of physical support, allowing the creation of pieces that work with concepts such as the unpredictable, chance or randomness, philosophical questions that do not easily fit within the most classical art.

Patxi shared with us part of his experience and put into practice some of the technological processes that he uses in his work, in a fascinating session where we all could appreciate how to create through code and the final result achieved. In addition, one of the most complex parts of the process was revealed: the degree of abstraction with which the programming is carried out because the artist must at all times be aware of the aesthetic objective that he seeks, but often he does not come to see it until coding is well advanced. In this creative speciality, it is also essential to gain experience and be up to date with all the technological innovations applicable to the artistic world.

In addition to the master class, Patxi carried out a site-specific artwork for the main facade of Medialab Prado, equipped with a large 14 x 9 metre LED panel to display technological and digital projects. His proposal was an interactive literary-visual piece that required public intervention to activate its operation. With the title “Sherezade”, the work elaborated sentences in the scheme: article + noun + adjective, taking the words from a database of almost 2,000 terms. The combination of the 24 prepositions, 31 articles, 926 adjectives and 726 nouns activates when people and elements cross the square located in front of the Medialab building, thanks to a sensor camera that collects movements. In full operation, "Sherezade" shuffles the words on the screen, to offer a final phrase that can be as absurd and surreal as poetic.

The work was inaugurated on February 12th, at the end of the master class, and remained installed until March 12th. A whole month in which the public was able to play automatic writing with “Sherezade”, as a true exercise in Dadaism in the 21st century.

We want to thank the support that Medialab Prado gave us at all times to host the activities of the parallel program. The centre defines as a citizen laboratory for the production, research and dissemination of cultural projects. In the words of its director, Marcos García, Medialab “characterises by offering a place for experimentation and collaborative creation of projects. It is what we call a 'citizen lab', a space in the city where neighbours can come together to develop an idea. Unlike traditional cultural centres –which can host an exhibition or a concert–, the idea here is that people come together to 'do'. There is always someone with a proposal and others who join it as collaborators”. And we were able to verify this philosophy during the development of the program, in which many regular users of the centre were encouraged to participate.

Art Madrid’26 presents One Shot Collectors, a program sponsored by One Shot Hotels that returns to the fair -now in its sixth edition- with the goal of making contemporary art collecting more accessible and encouraging new and established collectors alike. The initiative is designed to support both art professionals and new audiences interested in starting or strengthening a collection by providing tools, knowledge, and specialized guidance.

One Shot Collectors promotes an informed and approachable way of acquiring artworks, understanding collecting as a process that requires discernment, context, and time. The program serves as a bridge between the public and the artworks presented at the fair, fostering a confident and well-informed relationship with the art market.

The program is directed by Ana Suárez Gisbert, an art advisor with extensive experience in the art market. Her background includes artwork valuation and appraisal, as well as personalized advisory services throughout the acquisition process, helping participants identify works that align with their interests, budget, and goals. Her approach combines technical rigor with a strong commitment to best practices and sustainability within the art ecosystem.

Art collecting goes beyond the purchase of a single work. It involves an intellectual, aesthetic, and personal journey that connects collectors with the artist’s context, discourse, and creative process. Building a collection means developing a personal point of view, making informed decisions, and allowing the collection to evolve coherently over time, guided by enjoyment and confidence in one’s own taste.

So how do we decide where to focus and how to move forward? Where do we begin? How does one purchase connect to the next? A successful acquisition comes from following personal interests, learning to recognize what truly resonates with us, and staying informed before and throughout the process.

During Art Madrid’26, One Shot Collectors offered a personalized advisory service tailored to different profiles: established collectors, individuals acquiring their first artwork, and companies interested in developing collections aligned with their values and brand identity. The program adapts to a wide range of needs and offers customized tours of the fair based on aesthetic, conceptual, and budget considerations.

Our Art Advisor prepares a curated selection of artworks according to each buyer’s criteria and provides support throughout the negotiation process, offering a professional and strategic perspective. In this way, collecting becomes an informed, coherent, and rewarding experience.

Beginning a collection may stem from a desire for knowledge and aesthetic, social, economic, or even corporate exploration. At Art Madrid, we encourage collecting among individuals and companies interested in patronage and investment. This initiative is aimed at both professionals and contemporary art enthusiasts who wish to start or continue building a collection. Art Madrid presents a wide variety of works across disciplines such as photography, painting, sculpture, and installation, spanning a broad range of price points.

Whether you are an experienced collector, a first-time buyer, or a company seeking to express its values through art, the One Shot Collectors program offers a comprehensive experience.

ABOUT ONE SHOT HOTELS. SPONSOR OF ART MADRID

One Shot Hotels is a collection of 14 boutique hotels set in some of the most desirable locations in Madrid, Barcelona, Valencia, Seville, San Sebastián, and Porto. In 2026, the brand will expand its presence with new openings in three additional destinations: Ibiza, Lisbon, and Bilbao. Each property embodies a strong commitment to design, creativity, and aesthetics, seamlessly weaving art and culture into every space.

More than places to stay, One Shot Hotels are destinations with soul. Every interior reflects artistic sensitivity and an uncompromising attention to detail, offering guests a memorable experience where comfort, style, and culture coexist effortlessly. A spirit of closeness, innovation, and a deep passion for the arts defines the brand’s identity and shapes the way it connects people with the creative essence of each city it inhabits.

Through initiatives such as One Shot Collectors, the hotel group brings art and culture closer to both guests and visitors, fostering meaningful connections between its hotel spaces and the creative pulse of each destination.

ABOUT ANA SUÁREZ GISBERT. PROGRAM ART ADVISOR

Ana Suárez Gisbert holds a law degree from Complutense University of Madrid, with a specialization in international law and the international trade of artworks. She is a certified art and antiques appraiser and court-appointed expert through Antonio de Nebrija University, and a partner at the art appraisal firm Art Value Project.

She has carried out appraisal work for major collections and insurance companies and has represented leading international publications in the fields of art and design, including Frieze, Frieze Masters, and Gagosian. She currently combines her work at the appraisal firm with an art and sustainability project for private companies and municipal institutions

The advisory service is part of Art Madrid’26 One Shot Collectors Program and is completely free for participants who register in advance. To receive personalized advice, please request more information at vip@art-madrid.com or register using the following form: