Art Madrid'24 – CREATE YOUR OWN DESIGN WITH ART MADRID & CERVEZAS LA VIRGEN CONTEST

Can you imagine being the creator of an exclusive design for Cervezas La Virgen?In the 14th edition of Art Madrid, you can become the designer of the label of an exclusive 50-cl format can edition of the Madrid Lager beer made by Cervezas La Virgen.


This exclusive Madrid Lager’ format of 50 cl. of Cervezas La Virgen can only be enjoyed during the celebration of Art Madrid. In addition, the winning design will receive a prize of 500 euros.


The chosen product to inspire you is one of the most acclaimed beers of La Virgen, the Madrid Lager, awarded in the last three years as best Lager style Helles of Spain in the World Beer Awards. It is the first variety that La Virgen made, the more classic and authentic, the perfect draft beer which is also available in 33cl cans since last year. As their creators explain, "the can of Madrid Lager is here to stay and you can take it anywhere" because "we love the can and the possibilities that surround it". The design has to be made for the 50 cl-format, which it is made exclusively for the fair. The only limit to your creativity will be the size of the product format: 135mm high by 204mm wide.



Although designs must be able to be reproduced in digital format for later printing, so it is preferable to present works of digital illustration or graphic design, you can work from any technique or theme. You can also work with the metallic qualities of the material because the label will be produced as a transparent vinyl, so if you leave blank spaces in your design, you will see the metallic colour in those areas. In addition, the design should visually integrate the logos of Cervezas La Virgen and Art Madrid'19, as well as the sentence "Special Edition Art Madrid'19".

If your passion is as strong as that of La Virgen's master brewers, surely you have more than one design in mind. Do not worry because each artist can submit up to 5 proposals, as long as they are unpublished. Participation is open to all kinds of creators, artists or professionals, however, do not forget that the deadline for submission is February the 10th.



If, on the other hand, you find looking for inspiration difficult, you may want to visit some of the many establishments where La Virgen serves its very cold beers such us: the awesome Brewpub, the heart of the Madrid based brand; the many friendly bars or the unique taprooms which you can visit in the capital. These stores have atmospheres both diverse and welcoming, and there you will surely find the muses.

View of the taprooms and La Virgen´s Fabric

The selection process is divided into two parts: first, there will be a pre-selection of 10 finalists by Art Madrid, whose designs will be published on our website, newsletter and social networks. In the second phase, open voting will be made on Instagram with the hashtag #ConcursoLaVirgenAM19, this vote will also influence the final criteria of Cervezas La Virgen. The winning design will be announced the week before the Art Madrid’19 fair.

La Virgen craft beers are made since 2011 "without tricks, without haste", entirely with natural ingredients, following the best traditional processes while incorporating the latest technology, respecting the environment and promoting responsible consumption. Always from the heart, because they are lucky to be able to do what they really like. Therefore, creativity and quality are characteristics shared by Arte Madrid and La Virgen; Join us in this remarkable experience and show us your talent.

Good luck!

Antonio Ovejero

CONVERSATIONS WITH MARISOL SALANOVA. INTERVIEW PROGRAM. ART MADRID'25

Antonio Ovejero (Valencia, 1999) explores memory and the retrieval of scenes that dwell in our collective imagination, focusing on the sublime aspects of everyday life. He is fascinated by women adorned with jewelry and large bags, dresses with geometric patterns, and extravagant hairstyles that bridge different eras. Through a kitsch aesthetic, he seeks the ostentatious in attire, the conspicuous, and the pretentious, elements that are often more common and closer than one might expect.

His portraits often highlight the hands, revealing details and the objects they hold, such as a retro handbag. The use of print as an identity and aesthetic tool is a recurring element in his work. For him, the combination of age, the everyday, and elegance forms a constant image. He defines his pictorial project as a neo-pop costumbrista.

What role does experimentation play in your creative process?

I believe experimentation is crucial for any artist, as it is the means by which you discover how to represent what you wish to convey. Since I began painting, I have used various techniques to achieve the results I was looking for.

Oil painting dominates my work. I've always favored this medium because I feel more comfortable with it, and it delivers the results I want. However, when I decided to incorporate printmaking, I sought ways to present it in a more contemporary manner. Initially, I chose photographic transfer because it seemed like an interesting resource that complemented oil painting well. But I later realized I wanted the work to be entirely plastic, with painting as the dominant element. That’s when I began working with silkscreen, a printing technique that allowed for more precise results and integrated well with oil painting.

For this technique, I used acrylic paint because it dries faster and provides a greater margin for error, although it requires a lengthy process that involves more than just painting. This is when I discovered stenciling, a method where I create designs in Illustrator and then cut them out with a laser cutter. Stenciling makes the painting more organic and faster. So, I continue to search and experiment until I find the right means to complete a painting.

I believe using different techniques within one work greatly enriches it. Currently, I am focused on finding a direct way to combine brushstrokes with prints. I am experimenting with animal prints, which are more organic and forge a direct link between the painting and the act of painting itself.


Always matching bags and heels. 2024. Oil on panel. 180 x 140 cm.


What are your references?

To discuss my references, I think I need to divide them into those within my environment and those from outside. I was born into a family where my father was a painter, and my brother Miguel Ángel is also a painter, so painting has been present since my early years. Additionally, my mother always supported my dedication to the art world, and I spent a lot of time with my grandmother, who was a seamstress. Therefore, anything related to textiles, scraps, and printmaking has always caught my attention, and I have tried to capture it in my work.

As for external references, in painting, I think of artists like Marten Ant and David Storey, who work with photographic archives, or Juan Ugalde, who intervenes in photographs to create new narratives, or Gerhard Richter, whose painting is closely linked to photography. I find the union of photography and painting very interesting. I also think that my work has a strong connection with certain cinematic or photographic influences. In this respect, I highlight Martin Parr, a photographer who captures everyday scenes at the beach, focusing on details like wrinkled hands.

Another reference is Eric Persona, a Milanese photographer who explores daily life from a perspective that blends the extravagant with the mundane, creating very interesting images. I am also inspired by Thandiwe Muriu, a Kenyan photographer who creates images in which prints merge with the model, making prints a symbol of identity for Kenyan women.

As I mentioned earlier, my painting has a close connection to cinema, which is why I always think of Marisa Paredes, especially in Almodóvar’s films, where she portrays a woman with a tough life but remains elegant and sublime, something I try to reflect in the female figures I paint. In this sense, Almodóvar is an important cinematic reference. I also think my work mirrors the interplay of patterns and colors in his films. Another reference is Paolo Sorrentino, an Italian filmmaker who blends the glamorous with the everyday, the extravagant with the costumbrista, concepts I also try to incorporate into my work, just as Fellini captured a strange everydayness.

I believe all these references have a direct influence on me and help me create the imaginary I aim to represent in my work.


Your leather bag. 2024. Oil on panel. 180 x 140 cm.


How important is gesture in your portraits?

Throughout my work, I have explored portraiture from various angles, especially in the "Señoras" project, where I wanted to use the portrait as a collective stamp representing the women it portrayed, so that a figure like Conchita or Paca would symbolize all the women of that generation. I think the gesture in the portrait is very important, something I tried to emphasize in my work. Also, depending on how you portray a person, you can convey different things.

For instance, a grimace, a lascivious or defiant look, is also a form of narration within the work. But now, I use portraiture in a different way. I believe that portraying people can also be done by showing the elements that make them up. For example, I now work with close-up shots where elements such as handbags, jewelry, hands, or posture take on great significance. All of these elements also reflect what a person or a group of people is like. So, the current portrait I work on, where I use gestures, relies on the arrangement of elements: how a hand is placed, how a bag is positioned, and how the image I am portraying is constructed.


Whisky on the rocks. 2024. Oil and acrylic on panel. 40 x 40 cm.


What is your favorite format for painting?

I believe the format is crucial in how you want to create your work and how you work. I almost always work on plywood, on a frame, because the strength of the wood allows me to have more impact on the work. Also, I use printmaking techniques that require a more rigid support; if I used linen or canvas, for instance, it would loosen and make the creative process more challenging. That’s why I always work on wood.

I find it very interesting to use the brush more aggressively in the first strokes, the initial stains, which directly relate to the format. The size of the work is very important. I prefer large formats because I feel freer in that space, where the first brushstrokes and stains feel more satisfying. It also creates a connection between the painting and the act of painting itself, which I believe is essential to creation. I think pleasure has a powerful role in the work, as the result greatly depends on whether there is a certain enjoyment or if you are looking for something more perfectionist or precise.

Large formats allow me to develop best, where the work is constructed and the shapes and brushstrokes merge. When I work with smaller formats, I also enjoy the process, but it requires more consistency and thoroughness. The brushstroke has to be more precise, the focus is on a specific part, and the construction process is slower because the combination of tones is more complex.

On the other hand, in larger formats, the tones and brushstrokes come together more easily, and the form is gradually created as I work. That’s why I generally prefer large formats and plywood.


Always matching bags and heels. 2024. Oil on panel. 180 x 140 cm.


How do you think your works reflect temporality?

In my work, I always try to address themes like memory, the preservation of memory, and the passage of time. Since I began creating, this has been reflected in my first projects such as Mujeres sin color (Women without Color), Relato sobre el luto (Mourning Story), or Señoras (Ladies). I depict elderly women who lived through the post-war era and the cultural and belief systems of Spain at the time, and who, in their maturity, have somehow detached themselves from that past.

That’s why I like to represent them in a more ornate and glamorous way, as a sign of empowerment. For me, it’s important to reflect that resilience through aesthetics and print, which I use as an identity resource for a generation like that of my grandmother and her friends, who came from that harsher Spain but are still present in our society. These women, with their rings, dresses, and handbags, are the women I capture in my work.

I believe that ostentation belongs to the representation of a certain empowerment after a life in black and white, so to speak. Temporality plays a fundamental role in my work. The passage of time and how these people were treated is something I focus on a lot. I try to represent them through their objects or scenes that evoke that era, combining the experiences they have shared with me and those I have lived through, creating a whole imaginary that I seek to capture in my work, centered around these women and this society.





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