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.

Did you feel like seeing more? Or would you simply like to come back? The 360º Virtual Tour of Art Madrid’26 is now available, allowing you to explore the entire fair from anywhere, at any time.

Stroll through each stand, pause in front of the works that interest you most, and rediscover those spaces you can only truly appreciate when you have all the time in the world. No rush—just the same light and atmosphere that made this edition so special.

To bring this immersive experience to life, we once again collaborated with Coke Riera Studio and Panotour technology. The result: over 4,000 photographs captured at key points throughout the fair, transformed into a high-quality interactive experience where every detail of each artwork is within reach of your screen.

We’re delighted to continue bringing contemporary art closer to everyone in this way. Now it’s your turn: EXPLORE IT and SHARE IT with anyone you think will enjoy it as much as you do.

There’s no better time to experience Art Madrid’26—whenever you want, wherever you are.