One of the purposes of the “Art Madrid-Proyector’20” program was to offer the opportunity to get to know the work of some invited creators, and, through an interactive talk, allow the public to open a direct dialogue with them. For this reason, from February 12th to 14th, were organised three masterclasses at Medialab Prado with Patxi Araújo, Olga Diego and Lois Patiño, all authors who work with the moving image, but who approach their projects from a diametrically opposite perspective. With this agenda, we were able to discuss three essential lines of current video-creation: the fusion with technology and artificial intelligence, the shaping of performances for documentary purposes and video art with film overtones. We already had the opportunity to remember the session with Patxi Araújo and his site-specific work "Sherezade" created for the Medialab Prado façade. Today we will talk about the meeting we had with Olga Diego and Lois Patiño.

Olga diego, photo by Javier Adiego

Olga Diego’s masterclass has as title: “The flight as a creative matter”. Olga is a multidisciplinary artist who in recent years has focused her work on sculpture and performance or action art, which she later documents with photography and video. This last aspect is one of the most interesting for her when she reflects on how the transformation of the piece from an experiential format to a recorded one takes place, and how individuals have become used to consuming this class of less invasive final products, from a space of comfort that our private devices offer.

One of Olga's main lines of research is related to autonomous flight systems and the creation of artefacts capable of rising with little energy. Can one create a material lighter than air itself? This idea has led her to experiment with numerous scientific forms and concepts, as well as taking a historical journey through the beginnings of flight and the progress of humanity to invent devices capable of flying. It is not just about recovering the history of aviation, something that has a much more technological and commercial side, but to investigate the ideas, experiments and tests that analysed the behaviour of air, the dynamics of flows and the design of individual aerodynamic structures, a concern that the human being showed since the Renaissance, with Leonardo Da Vinci.

Olga Diego, photo by Mario Gutiérrez Cru

Olga recovers many of these concepts and applies them to her recent projects. In her latest proposals, she has also worked with inflatable figures, as an alternative to conducted flight, using plastic materials for its construction. Her last exhibition “The automatic garden”, which could be enjoyed at the Alicante Museum of Contemporary Art and the Lonja del Pescado Exhibition Hall, also in Alicante, is a gigantic installation made up of almost a hundred inflatable-electronic sculptures inspired by the beautiful, extravagant and suggestive characters from the Garden of Earthly Delights, by El Bosco. This cloud of humanoid and zoomorphic figures, which move and beat thanks to the electronic mechanisms that keep them permanently inflated, also portrays the excesses of man, his lack of concern for the invasion of the environment, the overexposure to plastic and the exploitation of natural resources. A composition that focuses on "sin", as an indirect message that was also conveyed in the work of El Bosco.

Masterclass of Lois Patiño. Photo by Marta Suárez-Mansilla

For his part, Lois Patiño's career is intimately connected to film work. “Time and image” was the title of his masterclass. His video pieces, whether brief or feature-long films contain a concern closely linked to film language, but on a path that leaves conventional narratives aside. Among the main motifs that occupy his work, Lois opts for more contemplative aesthetics, where the expressive power of the image itself is prioritised, without seeking too many added effects in conventional cinema through sound effects, dialogues or other devices.

This is why Lois's work is so poetic and lyrical. His proposals incorporate technological innovations to cause very concrete effects in his works, but all of this helps to delve into the issues that concern this creator and that, since his beginnings, have been present in his work.

Lois Patiño, foto de Mario Gutiérrez Cru

Lois Patiño has always been interested in the relationship of the individual with the landscape and how it can modulate our way of behaving in society and determine our idiosyncrasy. To what extent are we dependent on our environment? How is culture defined by its connection to the landscape? These and other questions plague the author's work in which many contemplative images abound.

In addition, Lois presented us in scoop the trailer for his latest feature-long film "Lúa vermella" that a few days after the masterclass was officially presented at the Berlinale - International Film Festival in Berlin 2020.

Contemporary art has ceased to be an exclusive territory reserved for elites and has become an increasingly democratic and accessible space. In the context of fairs such as Art Madrid, which in 2026 brings together more than 200 artists from five continents, a new generation of collectors is emerging—one that challenges the traditional codes of the art market. But how do you make the leap from admirer to collector? What do you need to know before acquiring your first artwork?

The image of the art collector has historically been associated with great fortunes, multimillion-euro auctions, and inaccessible masterpieces. However, this perception is changing radically. Today’s contemporary art market offers a wide range of proposals that suit virtually any budget, from works by emerging artists to limited editions by established creators. .

At Art Madrid, for example, galleries presenting young talents coexist with those representing artists with consolidated careers. This diversity allows first-time buyers to find meaningful works without needing unlimited capital. What matters is not how much you invest, but why you do it, and how that piece resonates with your life, your space, and your concerns.

Experience in the art world shows that a collection is not defined by the monetary value of the works it contains, but by the coherence and strength of the narrative they build together. Understanding this frees emerging collectors from the pressure to succeed according to investment logic and encourages them to rely on their own aesthetic judgment and the emotional connection they establish with the works.

HOW TO START A COLLECTION

Define Your Orientation: Passion vs. Investment

Before acquiring your first work, it is essential to ask yourself what you are looking for in collecting. There are two main approaches which, although they can coexist, lead down different paths:

Collecting driven by passion is guided by emotional connection, aesthetic pleasure, and the desire to live surrounded by works that speak to you. This approach is more intuitive and personal and, paradoxically, often proves to be more successful economically in the long term because it is rooted in genuine conviction.

Collecting as an investment requires more technical knowledge of the market, monitoring trends, understanding artists’ and galleries’ trajectories, and having a strategic vision. Although art has proven to be an interesting alternative investment—especially in times of economic uncertainty—it requires patience and a tolerance for risk.

Most successful collectors combine both dimensions: they buy what moves them, while also developing a critical eye to identify works with potential for appreciation. The key is not to be driven solely by market opportunism, because art that does not move you is unlikely to hold your interest when trends change.

EDUCATE YOURSELF BEFORE BUYING

Knowledge is your best tool. Before acquiring works, take time to:

Visit exhibitions regularly. Not only in commercial galleries, but also in museums, independent spaces, and art centers. This will help you develop your own aesthetic criteria and understand which proposals truly resonate with you.

Research artists. Read about their careers, influences, and creative processes. In the digital age, most artists are present on social media, where they share daily work, sketches, and reflections. This transparency makes it easier to connect more deeply with their practice.

Understand the market. Observe prices in different galleries, learn what factors influence valuation (artist’s career, technique, dimensions, limited edition versus unique piece), and become familiar with how galleries and fairs operate.

Talk to gallerists. Gallerists are essential allies. Their job is not only to sell, but to educate, connect, and build long-term relationships. A good gallerist will guide you toward works that match your interests and accompany you in the development of your collection.

EVALUATING A WORK: BEYOND “I LIKE IT”

When a work captures your attention, it is important to go beyond the initial emotional impression and ask yourself some key questions:

Coherence in the Artist’s Trajectory

Is this work part of a sustained line of research, or is it an isolated experiment? Artists with coherent proposals over time tend to have greater projection. Look for a logical evolution in their work, participation in relevant exhibitions, awards or grants, and representation by established galleries.

This does not mean you should reject the work of very young or highly experimental artists. On the contrary, some of the greatest successes in collecting come from early support of emerging talents. However, such a bet should be based on informed intuition, not mere novelty.

Technical and Conceptual Quality

Contemporary art has greatly expanded the boundaries of what we consider “technique,” incorporating everything from installation to digital art. Nevertheless, each discipline has its own standards of excellence. A painting should demonstrate mastery of color, composition, and material; a sculpture, an understanding of space and materials; a photograph, control of light and framing; a conceptual work, rigor in the development of the idea.

Beyond technique, ask yourself: What is this work saying? Does it offer an original perspective on something that interests me? Is there conceptual depth, or is it purely decorative? There are no absolute right answers, but asking these questions will help you make more conscious decisions.

Suitability for the Space

A practical but fundamental consideration: where will this work live? Art needs room to breathe, appropriate light, and a context that enhances it. A monumental work can feel overwhelming in a small apartment, while an intimate piece may get lost in a large space. Many galleries offer virtual visualization services or even temporary loans so you can experience the work in your space before committing.

Practical Aspects of Collecting

When you acquire a work, you should receive:

Certificate of authenticity: A document signed by the artist or gallery that certifies the authorship of the piece, its dimensions, technique, year of creation, and, in the case of editions, its number within the edition.

Invoice: Legally required and essential for proving ownership and purchase value, particularly relevant for insurance and potential resale.

Conservation information: Each technique and material requires specific care. Ask how the work should be preserved (light, humidity, temperature conditions) and whether it needs periodic maintenance.

Insurance and Protection: Even if your collection is just beginning, it is advisable to take out specific insurance for artworks. Most home insurance policies do not adequately cover this type of asset. There are specialized policies that protect against theft, accidental damage, fire, and other risks, with reasonable premiums for modest collections.

In addition to insurance, consider basic conservation measures: avoid hanging works in areas with excessive humidity, direct sunlight, or sudden temperature changes. For works on paper (photographs, prints, drawings), framing with UV-protective glass and acid-free matting is essential.

Legal and Tax Advice

In Spain, artworks have a specific tax treatment. The applicable VAT rate is 21%, although there are exemptions in certain cases. If your collection grows and you eventually decide to sell pieces, you will need to consider the tax implications of capital gains. For larger collections, it can be useful to consult advisors specialized in artistic heritage, who can guide you on tax benefits (donations to museums, long-term loans), inheritance planning, and asset protection structures.

Building Relationships Within the Art Ecosystem

Collecting is not a solitary activity, but a deeply social one. Some tips for integrating into the community:

Attend openings and events. Exhibition openings are opportunities to meet artists, other collectors, critics, and curators. Don’t be afraid to ask questions or express genuine interest.

Join collectors’ associations. Many cities have organized groups that arrange studio visits, talks with experts, and trips to international fairs. These spaces facilitate learning and networking.

Be loyal to your galleries. If a gallery has advised you well and you feel comfortable with its program, maintain the relationship long-term. Gallerists tend to reserve the best pieces or opportunities for their regular collectors.

Value Beyond Price

Finally, it is important to remember that the true value of collecting goes beyond economics. Living with art transforms everyday spaces into places of reflection and beauty. A work on your wall is a daily reminder of an emotion, an idea, a vision of the world that once moved you enough to want to live with it.

Collecting is also a way of actively participating in the cultural ecosystem. When you buy the work of an emerging artist, you help them continue creating. When you support an independent gallery, you help sustain spaces of experimentation. When you lend your works for an exhibition or eventually donate them to a public institution, you contribute to the collective heritage

At fairs like Art Madrid, where proposals from different generations, geographies, and artistic languages coexist, you have the opportunity to explore, compare, and discover. There is no rush. Collecting is a long-term journey in which each acquisition is a chapter in a personal story you are building. The key is to begin with curiosity, humility, and the certainty that art, more than a luxury, is a necessity that profoundly enriches life.