Art Madrid'25 – OneShot, Oficial Hotel for Art Madrid\'15

The contemporary art fair Art Madrid'15 renews its partnership with ONE SHOT HOTELS, so that they are the official hotels of gallery owners, artists, organizers and collectors fair. Also, on this occasion, to celebrate the 10th anniversary of Art Madrid, the hotel ONE SHOT Recoletos04 will host one of the exhibitions of the Parallel Program of the fair, a photography exhibition with the work of some of the most personal and prominent voices in contemporary photography and a special curator.

"Believe you can and you're halfway there" with this maxim of Theodore Roosevelt and a credit of 100,000 euros starts the history of the hotel chain ONE SHOT, spontaneous hotels, unique and unrepeatable, as defined by its creators and with a vocation focused in contemporary art as the backbone of the project. ONE SHOT HOTELS are linked especially with photography. "One shot" is an exclusive release, a single master shot and a limited edition, in photographic slang, and so are the hotels of this young project: all different, each is a "one shot".

 

Javier Ayuso. Untitled Project.

 

A HOTEL IN MOTION WITH ITS OWN ART PROJECT
 
To support and promote private initiatives contemporary art, ONE SHOT HOTELS have created a cultural sponsorship project: ONE SHOT PROJECTS. For what purpose? To achieve that art, culture, beauty and creation becoming a part of everyday life of each of its hotels, as part of their identity and business philosophy and, by extension, as part of the identity of their customers.
ONE SHOT PROJECTS aims to be not only a draft presentation of the latest creative processes, but an initiative that shares reflections through talks and meetings with artists, educational activities and participation in the artistic program of the city where we are . In ONE SHOT PROJECTS have already exposed the work of Jorge Fuembuena, Marta Soul, Javier Ayuso and Alfonso Batallla.
 
Diego Pedra. Vagabundeando.
ONE SHOT RECOLETOS 04 AN ALTERNATIVE SPACE FOR ART MADRID'15
 
The art fair Art Madrid repeats in its 10th anniversary edition, the collaboration with ONE SHOT HOTELS in February 2015. It will not only be the Official Hotel of the fair, with special prices and facilities to gallery owners, customers and collectors, but one of the alternative spaces of Art Madrid'15 within its parallel activities program.
 
During February, the hall and corridors of the hotel Recoletos 04 ONE SHOT will host a magnificent photo exhibition curated by sociologist and independent art critic Nicola Mariani with the work of David Catá , Irene Cruz, Karina Beltrán and Victoria Diehl, four of the most prominent and most promising names in contemporary photography.
 
The exhibition reflects the common thread that unites the work of four photographers, who from different concerns, aesthetic premises and formal solutions, reflected a poetic dimension of existence, in which the prevailing uncertainty and the suspension between reality and fiction; description and evocation; inner and outer; natural and artificial; history and memory. In short, between life and death, between experience and desire.
 
Art Madrid'15 celebrates its 10 years with the best in the best possible space.

 

From July 7 to 9, 2025, the Balsera Palace will host the First Course on Collecting and Contemporary Art, an intensive 15-hour program that will explore the complex and fundamental question of taste in contemporary art. Organized by the Nebrija Institute of Arts and Humanities at Nebrija University and the Avilés City Council, in collaboration with 9915 — Association of Private Collectors of Contemporary Art and the Institute of Contemporary Art, the course offers a unique opportunity for analysis and debate on the dynamics that shape aesthetic and symbolic value in today’s art scene.


First Course on Collecting and Contemporary Art. Avilés, Asturias


The notion of taste, intrinsically tied to aesthetic judgments and power relations, has played a decisive role in the historical prominence of artists and artworks. However, contemporary art—marked by its breaking of conventions, diversity of media and techniques, and critical stance toward traditional canons—raises fundamental questions about the continued relevance of this concept.

This course will explore how the decisions made by key players in the art system—institutions, private collections, galleries, curators, and artists—continually redefine a field of taste shaped by aesthetic, symbolic, cultural, social, and political logics.


"¿But does it exist, and what is the prevailing taste of our time—so seemingly confused, fragmented, indecipherable?" - Omar Calabrese, The Neo-Baroque Era.


The academic program, directed by José Luis Guijarro Alonso, Director of the Master’s in Art Market and Related Business Management at Nebrija University, and Pablo Álvarez de Toledo, Head of the Department of Arts at Nebrija University and the Nebrija Institute of Arts and Humanities, will bring together a distinguished group of national experts—including collectors, critics, curators, gallery owners, and artists—whose contributions will address key issues in shaping aesthetic, symbolic, and market value in today’s art world.


PROGRAM

MONDAY, JULY 7

9:30 AM Registration.

10:00 AM Course Opening Nebrija University Avilés City Council Presented by Rosario López Meras – President of the Association of Contemporary Art Collectors, 9915, and Adrián Piera – President of the ICA, Institute of Contemporary Art.

10:30 AM Course Presentation By José Luis Guijarro Alonso – Art Historian and Anthropologist, Researcher, and Director of the Master’s in Art Market and Related Business Management at Nebrija University.

11:00 AM Coffee Break.

11:30 AM Panel Discussion The Taste of Private Collecting as a Prelude to History. Speakers: Candela Álvarez Soldevilla – Entrepreneur and Collector; Javier Quilis – INELCOM Collection; José Miguel Vegas Valle – Collector. Moderator: Luis Feás – Critic and Curator.

1:00 PM Lunch Break.

3:30 PM Individual Lecture On Good Taste in Contemporary Art. Speaker: Marisol Salanova – Curator and Art Critic, Director of Arteinformado.

4:45 PM Panel Discussion The Influence of Galleries in Shaping Contemporary Taste. Speakers: Elba Benítez – Gallerist; Ricardo Pernas – Gallerist (Arniches 26); Aurora Vigil-Escalera – Gallerist. Moderator: Rafael Martín – Coleccion@casamer.

6:00 PM End of Day.

6:30 PM Activity and Cocktail Visit to the Exhibition Asturian Artists in the Pérez Simón Collection – Avilés.

TUESDAY, JULY 8

10:00 AM Individual Lecture Contemporary (Bad) Taste: Kitsch, Camp, and Tacky. Speaker: Julio Pérez Manzanares – Autonomous University of Madrid.

11:00 AM Coffee Break.

11:30 AM Panel Discussion Institutions and the Formation of Contemporary Taste. Speakers: Virginia López – Artist, Founder of PACA_Proyectos Artísticos Casa Antonino; Julieta de Haro – Artistic Director of CentroCentro; Carlos Urroz – Director of Institutional Relations, Museo Nacional Centro de Arte Reina Sofía. Moderator: Laura Gutiérrez – Director, School of Art of Oviedo.

1:00 PM Lunch Break.

3:30 PM Panel Discussion Beyond the Eye: The Taste for Ethical, Ecological, Social, or Political Concerns in Contemporary Art. Speakers: Semíramis González – Independent Curator; Eugenio Ampudia – Artist; Claudia Rodríguez-Ponga – Independent Curator. Moderator: Bárbara Mur Borrás – PhD in Fine Arts.

5:00 PM End of Day.

5:30 PM Activity Visit to the Studiolo Exhibition – Candela Álvarez Soldevilla Collection.

WEDNESDAY, JULY 9

9:30 AM Meeting with Asturian Artists Speakers: María Castellanos – Artist; Avelino Sala – Artist; Consuelo Vallina – Artist. Moderator: Pablo Álvarez de Toledo – Nebrija University.

11:00 AM Activity Visit to the Niemeyer Center – Avilés.

Course Closing Ceremony.





This course is designed for art professionals, collectors, researchers, and students seeking an in-depth analysis of the dynamics that shape taste and collecting practices in contemporary art. Adopting a critical and multidisciplinary perspective, it provides a unique opportunity to rigorously examine the aesthetic, symbolic, and structural factors that underpin the legitimization of contemporary art.