The road to the virtual is a fact. The entry into the new millennium has meant a change in many of our habits, and much of the novelties come from technology. It is not necessary to remember that we develop our day to day with an open window to an infinite world, which we access through our phones and computers. It is the closest that exists to the gift of ubiquity.

“Psychological Morphology “ de Roberto Matta© Matta, VEGAP, Madrid, 2019

This reality has also had an impact on art. The proposals that bet to give more visibility to the artists and their work through virtual accessible projects are only at their beginnings. The possibilities are increasing and the richness of the initiatives too. Technological investment in the sector is on progress and the exploration of the connection with the digital sphere opens many doors to the future. Many galleries organise virtual tours of their exhibitions, the fairs strive to leave a record of the event so that people can relive the experience, and the artists themselves enter this area to accommodate new works.

“La Belle Société “ de René Magritte© René Magritte, VEGAP, Madrid, 2019

In this context, many people ask: is the experience of living art possible in the virtual world? What other sensations may arise? These questions are the starting point of the “Intangibles” project that the Telefónica Foundation opens this week simultaneously at its headquarters in Mexico City, Mar de Plata, Montevideo, Bogotá, Quito, Santiago, Chile, Lima and Madrid. The exhibition is presented as an initiative that wants to break physical barriers, overcome the limitations imposed by physical space and open a window to digital art and technology, with works from the foundation's own collection that can be enjoyed simultaneously in a shared experience.

“La fenêtre aux collines”, Juan Gris, 1923 ©ColecciónTelefónica

Among Joaquín Torres García, Roberto Matta, Juan Gris, René Magritte, Paul Delvaux, Eduardo Chillida, María Blanchard and Antoni Tàpies, the exhibition brings together a set of digital projects explicitly designed for each of the venues and using diverse techniques, from the VR, 3D design or photogrammetry, video mapping or digital painting. The objective is to investigate the potential of the digital art experience for the viewer, so it has not only innovated in the incorporation of these techniques, but also in the study of the sensations and perception of the visitor, with several tests oriented to improve the project.

With this proposal, it is intended to reflect on how the experience of approaching art is lived and what new possibilities technology offers for knowledge, visibility and dissemination of artistic creation, overcoming traditional barriers such as space and time.

Relive the Art Madrid’25 experience from anywhere, anytime, with our 360º Virtual Tour. Explore the fair as if you were there, navigating each space and discovering every artwork in detail.

Aerial View of Art Madrid'25. Photo by Lucas Amillano.

This year, we’ve taken the experience of Art Madrid’25 to the next level, allowing you to explore the fair from anywhere in the world. Walk through the exhibition spaces, get closer to the most fascinating pieces, and admire the impressive glass dome that bathes the entire venue in natural light. If there was any artwork you couldn’t fully appreciate or if you simply want to relive the fair’s atmosphere, now’s your chance.

Thanks to our collaboration with Coke Riera Studio and Panotour technology, we’ve captured the essence of Art Madrid’25 in an immersive tour with the highest quality and detail. Over 4,000 photographs taken from strategic points make up this interactive experience, bringing you closer to the art in an unparalleled way.

We’re thrilled to share this unique way of enjoying and revisiting contemporary art. The best part is that you can TRY IT and SHARE IT with anyone you wish! Don’t miss the chance to explore Art Madrid’25 in its full expression, whenever and wherever you choose.