LEXUS RZ BY MARTA DE LA FUENTE AT ART MADRID'25: ENJOY!

Lexus participates for the second time in Art Madrid, joining the celebration of the fair’s twenty years of contemporary art from March 5 to 9 at the Galería de Cristal of the Palacio de Cibeles. This year, Lexus takes another step in its commitment to art and creativity by presenting an artistic installation that blurs the lines between design, technology, and visual expression. In collaboration with renowned artist Marta de la Fuente, Lexus transforms its RZ model into a moving work of art, merging two worlds that share philosophy, sensitivity, and passion: the gastronomy and culture of Spain and Japan.

Intervention by Marta de la Fuente. Lexus RZ. Art Madrid'25.

The piece titled Itadakimasu ('Enjoy your meal!' in Japanese) is a tribute to the experience of traveling through the senses. Marta de la Fuente brings to life a visual collage on the Lexus RZ that evokes iconic culinary moments from both countries, connecting landscapes, flavors, and emotions. After all, food is a universal language, a bridge between both cultures.

The concept of the installation transports us to those moments of pleasure that arise when discovering a new dish, a shared table, or a landscape unfolding before our eyes as we drive along the road. The images projected onto the vehicle and the walls of the stand recreate this visual travel journal. We see scenes of a green field with traditional houses in Shirakawa, an unforgettable bowl of ramen, salmon nigiri, a chef dedicated to his work, shrimp in a traditional Madrid tavern, gildas shared with friends, a glass of wine, a knowing smile. Each image, each flash of light on the surface of the Lexus RZ, is a fragment of memory, an invitation to rediscover the pleasure of travel and gastronomy as transformative experiences.

Shokunin. 160 x 110 cm. Oil on canvas. 2025.

But Itadakimasu is not only a tribute to cuisine and travel, but also an exploration of movement as an artistic expression. The Lexus RZ itself becomes a symbol of journey and discovery, integrating the sensation of speed, ever-changing landscapes, and the people we meet along the way. Through the use of moving projections, the installation plays with perception and distortion, creating a dynamic visual effect that reinforces the idea of travel as a succession of fleeting moments. This technique, known as anamorphosis, allows each viewer to experience the work from a unique perspective, reminding us that memories are not linear, but fragments that overlap and reconstruct themselves in our minds.

Lexus' participation in Art Madrid is part of the second edition of Lexus Art Month, an initiative that further strengthens its connection with the contemporary art scene. Since its founding in 1989, Lexus has been synonymous with luxury, technology, and innovation, but also with a vision that goes beyond the automotive sector to embrace creativity in all its forms.

With Marta de la Fuente's Itadakimasu, Lexus invites the viewer to immerse themselves in a sensory experience where travel and gastronomy merge into art. A celebration of tradition, movement, and memory, and the pleasure of savoring and discovering the world with every kilometer traveled.

Are you a contemporary art gallery and would like to participate in Art Madrid'26? The application period is now open!

The 21st edition of Art Madrid opens its application period. From March 4 to 8, 2026, the Galería de Cristal del Palacio de Cibeles will once again be the meeting point for national and international contemporary art. If you are a contemporary art gallery, this is your chance to be part of one of the most consolidated fairs in the Spanish circuit. The deadline for applications will be open until October 17, 2025.

Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.

The Art Madrid contemporary art fair has been taking place during the capital's Art Week for more than twenty years. Art Madrid is a multidisciplinary fair of new artistic trends with the participation of about 40 national and international galleries that work with painting, sculpture, graphic work, photography, installation and digital art of recent production.

Aimed at both a broad and specialized audience, the fair combines a carefully curated artistic selection with a strong commitment to the professionalization of the sector and the visibility of gallery work. In addition to its gallery program, Art Madrid also develops a parallel program of activities throughout the month of February, promoting dissemination, reflection, and dialogue among cultural agents, collectors, and new audiences.

Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.

A key mission: to connect art with society

The fair's main mission is to bring contemporary art closer to the general and specialized public, creating an inclusive platform that promotes artistic talent, encourages collecting and strengthens the gallery ecosystem. The objective is clear: to disseminate art within and beyond our borders, generate new audiences and give visibility to young talents.

Art Madrid is a key event for the promotion and commercialization of both national and international contemporary art, placing the city in the spotlight during Art Week. At the same time, it remains committed to fostering a space for reflection and learning.

Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.

PROGRAMS

GALLERY PROGRAM

In each edition, the Gallery Program of Art Madrid brings together about 40 exhibitors, both national and international, who present proposals focused on recently created contemporary artworks.

COLLECTOR’S PROGRAM

Art Madrid offers a specialized advisory service for galleries and the general public interested in acquiring artworks.

Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.

PATRONAGE PROGRAM

Art Madrid develops a patronage program as part of its commitment to artistic creation and the promotion of collecting. Through different categories of awards, the fair contributes to the professional development of artists while encouraging the incorporation of contemporary works into prominent private collections. This program is made possible thanks to the commitment of collaborating entities, collectors, and private companies who, through their support, actively contribute to strengthening the cultural ecosystem and consolidating new forms of patronage.

ACQUISITION AWARD

Art Madrid joins forces with institutions and companies to support artistic creation and gallery work at the fair through the presentation of several awards.

EMERGING ARTIST AWARD

Our sponsors, as part of their commitment to promoting contemporary art, will provide an award to one of the emerging artists participating in the fair.

RESIDENCY AWARD

An award that will be given to one of the participating artists in this edition, intended for carrying out an artist residency.

Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.

PARALLEL PROGRAM

The Parallel Program of Art Madrid serves as a platform for analysis, research, and critical thinking around contemporary issues. This line of programming incorporates cross-cutting discourses and interdisciplinary approaches that make it possible to address current challenges through artistic practice, curating, and cultural production.

ACTIVITIES

The program for Art Madrid’26 will include a series of activities taking place throughout the month of February and during Madrid Art Week at the Galería de Cristal of the Palacio de Cibeles. In this edition, in addition to the pre-fair activities, the third edition of Open Booth, the Performance Cycle, the program Lecturas: Curated Walkthroughs by Art Madrid, and the Interview Program will all be continued.

Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.

A comprehensive communication ecosystem

With an audience of more than 110 million impacts in its last campaign, Art Madrid deploys a 360 strategy that includes traditional and digital media, social networks (with more than 113K followers), newsletter, and a 360 virtual tour. The fair is also committed to its own content with interviews, articles and curated tours accessible on its blog and digital platforms.

A key event in Madrid's cultural agenda

With an average visitor age between 35 and 54 years, 60% women, and 40% new collectors, Art Madrid establishes itself as a diverse, inclusive fair aligned with the interests of the contemporary audience.

[Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.

Our commitment to art and culture extends throughout the year. We strive to broaden access for new audiences and foster interest in art and culture across all social sectors. We also aim to promote and give visibility to artists, with a special focus on emerging talent. We view art and culture as essential pillars of social development, and through our event, we work to create accessible, dynamic spaces that foster communication and cultural expression.

[Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.

IMPORTANT INFORMATION:

Applications for participation in the 21st edition of Art Madrid may be submitted to the following email address: info@art-madrid.com until October 17, 2025.