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MOMENTUM: AN AUGMENTED REALITY EXPERIENCE (AR) AT ART MADRID'25

From March 5 to 9, Montalbán street will transform into an immersive digital environment with Ciudad Sutil, an innovative augmented reality experience led by multimedia artist Susi Vetter. This project is curated in collaboration with CRU and is part of the parallel program of Art Madrid'25. The proposal invites the public to explore an alternative layer of reality through technology, offering a sublimated vision of the urban environment and the city's landscape.

Momentum. Digital scketch. WIP.

Ciudad Sutil: A new way of inhabiting urban space.

Ciudad Sutil is a program that proposes ephemeral artistic interventions in public spaces, exploring new ways of inhabiting and perceiving the city. Through digital art and augmented reality, it seeks to reveal hidden layers of the urban environment, questioning the rigidity of the built landscape and opening spaces for imagination and reflection on our relationship with the city and nature.

Susi Vetter. Momentum. AR Art Installation. Technologies used: Adobe After Effects & Photoshop, Procreate, Blender. Processor: 8th Wall. 2025.

Momentum: Redefining the relationship between City and Nature

In Momentum, the urban landscape with its ordered architecture, paved streets, and precise geometry suddenly opens up to reveal a living canvas that challenges our perception of city spaces. At the end of the street, a forest emerges between the buildings. From this wild growth, a giant mask arises, initially blank and inert, which is pushed upward toward a triangulated glass ceiling, reminiscent of the Galería de Cristal of the Palacio de Cibeles. The mask remains suspended there, between the artificial world below and the contained sky above.

Its eyes slowly open, as if seeing the world for the first time. From one of them, tender plants begin to sprout, initially shy, then with increasing vigor, transforming the sterile façade into a living, organic entity.

As nature claims the mask, the glass ceiling above it – that meticulous human attempt to frame the sky – begins to crack. Fragments of glass fall like rain, breaking the barrier between the built space and the open air. The mask, now covered in vegetation, slowly descends until it disappears.

Momentum. Digital scketch.

A reflection about the urban future

This augmented reality experience invites us to reconsider our relationship with the natural world in urban environments. The street, with its rigid lines and concrete certainty, becomes a space for exploration to imagine new forms of coexistence between the built and the organic. The mask symbolizes our artificial relationship with nature — how we perceive ourselves as separate from the wild, until nature finds ways to break into our spaces.

In the age of the Anthropocene, where human impact shapes every ecosystem, Urban Rewilding questions whether our future lies in continuous separation or in seeking new ways of coexistence between our built world and natural systems. As the boundaries between the city and the forest blur in this augmented reality experience, we glimpse possibilities for urban spaces where nature is not just a contained or decorative element, but an essential and transformative force.

Technology and creative process

The piece Momentum has been developed using various digital tools, including Adobe After Effects, Photoshop, Procreate, and Blender. Its processing is based on the 8th Wall platform, allowing for a seamless and immersive integration of virtual elements into the urban landscape.

Susi Vetter. Invited artist at Ciudad Sutil.

About the artist: Susi Vetter

Susi Vetter is an illustrator and multimedia artist based in Berlin. Her work focuses on telling immersive stories that blur the boundaries between physical and digital realities. Her tools include the web, augmented reality, and map projections, with the aim of creating experiences that invite reflection on the relationship between humans and their environment.

From March 5th to 9th, at Montalbán street 1, at the entrance of the Galería de cristal of the Palacio de Cibeles, you can enjoy Momentum.

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: