Art Madrid'25 – OTHERNESS: A Guided Tour curated by Natalia Alonso Arduengo

Natalia Alonso Arduengo will be the curator in charge of organizing the Curatorial Program, focusing on the subject of IDENTITY, taking as a starting point the verses of Otherness, a poem by Mario Benedetti. As part of the Art Madrid'23 program, visitors will be able to enjoy a curated tour based on a selection of artworks on display at the booths of the participating galleries. The visitor will be able to follow the tour independently through the identification marks or sign up by appointment. registration for the guided tour

How do we see ourselves? Who do we want to be? What image do we project? What social conventions impose a certain way of being in the world? Is our identity as clear-cut as we think it is, or is it constantly redefined throughout our lives?

Raquel Algaba

Entre pensamiento y proyección, 2022

Cerámica esmaltada, madera y textil

130 x 100cm

«Maybe the human being should not be considered as something complete and defined, but instead as an achievement of selves that go hand in hand, as in a chain of dominoes», says Raquel Algaba (Madrid, 1992). The artist from Arancha Osoro Gallery (Oviedo), works in her pieces about the inability to define ourselves in a closed and immutable way. We are subjects in a state of work in progress that continually reformulate ourselves from a multiplicity of fragments.

Roger Sanguino

Geometría est imago LXVI, 2022

Óleo, acrílico y acero inoxidable / tela / madera

39 x 32cm

The complexity of identity is explored by Roger Sanguino (Venezuela, 1968), of DDR Art Gallery (Madrid), through portraits that he begins working in oil and ends up incorporating a network of steel wires that are placed over the faces generating a kind of «camouflage or second skin». Are they hiding their true selves, masking themselves before a society that demands clarity even at the cost of hypocrisy? Simon May in El poder de lo cuqui (Ediciones Alpha Decay, 2019) reflects:

The fraud fed by the cult of sincerity also ends up unhinging our identity: if we refuse to accept that the person we are «genuinely» is largely opaque and that we are unable to assume that our words and deeds express more than fragments or moments of our being, rather than a constant, coherent and transparent self, then we will be leading our lives according to a false image of ourselves.

Federico Granell

Remind me, 2022

Watercolour on paper

70 x 50cm

The inapprehensible self was the object of deep analysis in Romanticism. Friedrich's characters confronted with the immensity of the landscape faced, in the second instance, the vertigo of themselves, "the lacerating emptiness of an infinite and abysmal negative in which subjectivity breaks into a thousand pieces" as Rafael Argullol expressed in La atracción del abismo. Un itinerario por el paisaje romántico (Acantilado, 2006). Like the solitary subjects of the German painter whose romantic journey is the search for the Self, the protagonists of the works of Federico Granell (Asturias, 1974), from Galería Metro (Santiago de Compostela), are situated, reduced to insignificance, before the beauty of a landscape that pushes them to rediscover their signs of identity..

Jorge Hernández

Metaverso, 2023

Acrílico y resina sobre tabla

180 x 190cm

A landscape of overflowing immensity is also the scenario in which the artist Jorge Hernandez (Huelva, 1973), from Aurora Vigil-Escalera Gallery (Gijon), places many of the protagonists of his works. But the subjects of his scenes have advanced a level compared to the subject of romantic painting. They do not stand face to face with the magnificence of nature, but instead, between the two, there is an intermediate element: virtual reality glasses. The abyss is now the metaverse. The search for the " Self " is diluted and the line between real and virtual identity is becoming increasingly blurred. Both are blending and blurring. This is how Jordi Pigem explains in Pandemia y posverdad (Fragmenta Editorial, 2021) the risks of technology:

We are moving in the direction of an increasingly alienated society, as Erich Fromm had already intuited. In his short essay "The present human condition", published in 1955, he warned that we are on the way to a society as brimming with technological prodigies as it lacks the wisdom to use them, a society in which people do not guide technology, but technology guides them.

In this new circumstance, can individual identity be directed exclusively by each one of us? Agustín Fernández Mallo, in La mirada imposible (Wunderkammer, 2021), talks about the impossibility of «self-created identity»:

The idea that the subject builds his own identity and more or less controls it is nothing more than a comforting lie. Identity is constructed for us by others in a process that includes exclusively their gaze, and in which we can intervene little or nothing. Right now, throughout the length and breadth of planet Earth, either directly with our names and surnames or through second-hand data and metadata, there are scores, hundreds, thousands of pieces of information in which each one of us appears; individual identity is then the sum and mutual interaction of all that information that we not only do not control but of which we do not even know, nor will we ever know; they are for each one of us an external and impossible gaze. It is terrifying to think that individual identity, what I really am, is not in me but outside of me, constructed by others. From a contemporary meaning of the term, identity is then a complex network, the product of what others say we are, not the closed and subjective core of what each of us thinks of ourselves.

Carsten Breuer

Sophia Lauren, 2022

Acrílico sobre lienzo

160 x 100cm

Identity as self-construction would be, in the words of Fernandez Mallo, «a delirious projection, a delusion of the ego». Who hides, then, behind the characters of Carsten Brauer (Kassel, 1966), from Uxval Gochez Gallery (Barcelona). How far can these familiar faces control the look that rests on them? We have been constructing their identity as spectators through the diffusion in the iconic mass media. New technologies have accelerated and exponentially increased the impossibility of a «self-created identity». The more time a user spends absorbed in devices or applications, the more information can be extracted from his or her personality. Our digital trace is like a fingerprint. The man and woman drawn by Chamo San (Barcelona, 1987) of N2 Galería (Barcelona), do not lift their heads from the screen. Every like, every match and a handful of hashtags configure their «network-identity».

Chamo San

Noia Amb Mobil, 2022

Lápiz, carboncillo y pastel al óleo

40 x 30cm

Jordi Pigem remarks::

Our world is not perfect, but it is a happy world, at least in appearance, in the shop window, in the advertisement, in the selfie, and in the self that is exhibited through social networks. In this public display of a retouched self, individuals incorporate what was already commonplace in companies and organizations: diverting attention and resources from reality to appearance, from the product to the advertisement, from the face to the mask.

Costa Gorel

Anunciación en Elche, 2022

Oil on canvas

200 x 211cm

The contemporary human being plays a double role. On the one hand, he is an actor of his theatrical identity and, on the other hand, is a tourist of his own identity when others are the ones who build it. Those portrayed by Costa Gorel (Moscow, 1993) of Dr.Robot Gallery (Valencia), hedonistic and casual, adapt well to this double narrative. The collage of identities is for them a new practice of freedom. However, the superimposition or alternation of (self-)imposed masks limits access to the deep Self. The art critic and writer John Berger and his son, the painter Yves Berger, maintained a lucid dialogue by correspondence between 2015 and 2016. In Your Turn (GG Publishing House, 2022) Yves writes to John:

There is a French saying: "Je peux lite en elle/Luis comme dans un libre ouvert" ("I can read in her/him as in an open book"). Isn't this a very nice way of expressing this desire we have to access what is inside? The interior of those we confront and its mystery. How we wish to penetrate the outside world, not to control it, but to feel more fully part of it, to transcend the isolation we feel in our flesh and overcome the terrible border of the body...

Oliver Okolo

Orange isn't Blue, 2022

Oil on canvas

109 x 88cm

How much does the body represent a border to access who we really are? Oliver Okolo (Nigeria, 1991), from OOA Gallery (Sitges), paints blackness and defends the racial identity of his portraits. The artist takes as a starting point references from Western art to deconstruct hegemonic discourses and break down borders raised by skin color. Jordi Díaz Alamá (Barcelona, 1986) of I Inéditad (Barcelona), goes a step further by combining racial and gender vindication in the same work. Starting from the figure of the bullfighter, icon of the heteronormative white man, the artist dresses a black man who empowers his color and his sexuality.

In the essay Hyperculturality (Herder, 2018), Byung-Chul Han argues that the defacification of today's world, while bringing with it many inconveniences, holds some positive aspect:

The horizon is broken down into multicolored possibilities from which identities can be constructed. In the place of a monochromatic self enters a multicolored self, a "colored self".

Jordi Díaz Alamà

Valor y al Toro, 2023

Óleo sobre lienzo encolado a tabla

134 x 89cm

The monochromatic " Self ", so far removed from the portraits of Okolo and Díaz Alamá, would be personified by Magritte's man with a bowler hat. In the words of the surrealist painter: «The bowler hat does not represent any surprise. It is an unoriginal hat. The man with a bowler hat is the ordinary man». The established canons, the stereotypes, the uniformity of a society that tends to expel what is different and that is always ready to judge and tell others what to do or who to be...

I was always advised to be someone else / and it was even suggested that I had / notorious qualities to be so / that's why my future was in the otherness.

the only problem has always been / my congenital stubbornness / I foolishly did not want to be someone else / therefore I continued to be the same.

Xurxo Gómez-Chao

Le Fils de l´home, 2022

Photography

100 x 80cm



Art Madrid celebrates its twenty years of contemporary art in 2025, establishing itself as a key event within the cultural sector in Spain. For its 20th edition, the fair will feature a Gallery Program with thirty-four national and international exhibitors, along with an extensive Parallel Program focused on the conceptual theme: City Territory. Here, we share all the details we've prepared for our upcoming encounter with contemporary art.

The public space, the city, and territory will be the concepts around which the different specialized agents in the sector will present their visions on how artistic practices impact the urban environment. The sensory experience will be fundamental in shaping the work that explores the connections between art, territory as a liminal space, and the city as a sensitive social agora. The activities developed in the Parallel Program will serve as a bridge to practices emerging from shifting identities and spatial imaginaries that revitalize the cultural geography of Madrid. The city, understood as a permeable organism and a topography of shared meanings, becomes the stage for a sensitive exploration of the impact of art on the spaces we inhabit.


CHOU Ching Hui. A Promised Land. The Planet of Angels No.5. Photography. 2024.


The concept of territory, a blurred boundary between the public and the private, takes on new meanings when artistic practices address the invisible traces of everyday life. The streets, squares, and corners of Madrid are reimagined as symbolic landscapes that challenge the familiar gaze. Here, the city is a palimpsest where the gestures of the past engage in conversation with visions of a future still under construction. In this setting, the sensory experience becomes a bridge connecting the ephemeral with the enduring, the intimate with the collective.

The activities of the Parallel Program not only offer a physical journey through spaces transformed by art but also invite deep reflection on the shifting identities that emerge within the urban fabric. From performances that reimagine the boundaries of civic experience to installations that revitalize spatial imaginaries, each proposal challenges us with essential questions: What does it mean to inhabit? How do we reinterpret common spaces?

The dialogue between art and the city that takes place in Art Madrid is also an invitation to rethink the cultural geography of the capital. Madrid, in its heterogeneity, is a map in constant flux, where memory and invention intertwine. In this context, art acts as a cartographer, tracing new paths of meaning that enrich the experience of those who walk through them. On every corner, on every wall that speaks through an artistic intervention, the city reinvents itself as a sensitive space, a territory where creativity becomes the common language of its citizens.


TENG Pu Chun.The red bridge beyond a glass panel. Mixed media on canvas. 2024.


It happens with cities as with dreams: everything imaginable can be dreamed, but even the most unexpected dream is a riddle that hides a desire, or its inverse, a fear. Cities, like dreams, are built of desires and fears, although the thread of their discourse is secret, their rules absurd, their perspectives misleading, and everything hides another. — I have neither desires nor fears —declared the Khan—, and my dreams are composed either by the mind or by chance. — Cities, too, believe they are the work of the mind or of chance, but neither one nor the other is enough to keep their walls standing. Of a city, you do not enjoy the seven or the seventy-seven wonders, but the answer it gives to a question of yours. (Italo Calvino. Invisible Cities)


Federico Uribe. Still life. Bullet casings. 2020.


The Parallel Program of Art Madrid'25 reaffirms its commitment to accessibility and bringing contemporary art closer to all audiences. It fosters institutional collaboration as a driver of positive change in the art scene and renews its presence as a key event during Madrid's Art Week. On this occasion, some of the activities of the Parallel Program are curated by Mario Gutiérrez Cru, a collaboration between Art Madrid, KREAE, and Proyector.

The Parallel Program of Art Madrid'25 features a variety of proposals that will take place in the days leading up to the fair and during the event itself at the Galería de Cristal in the Palacio de Cibeles:

Before the fair (February 28 / March 1 and 2)

Dialoga Ciudad (February 28):

Poetry in motion. Poetic actions that turn public space into a stage where the everyday meets the sublime. In various parts of the city, itinerant poetry will mediate the interactions that pedestrians establish in the public space. Through ephemeral interventions in strategic points around the city, participants explore the potential of poetry as a tool for emotional and social communication that disrupts the urban landscape.

Invited artists: Ajo y Peru; Helena Mariño y Enri La Forêt.


Iyán Castaño Circular currents in time. Mixed media on canvas. 2024.


Arquitecturas Imaginadas (February 28):

Metro stations are reinvented through interventions by artists who invite us to engage in a dialogue about urban movement interactions. These actions seek to redefine the traveler's experience, promoting the perception of the metro not just as functional infrastructure, but as a cultural space and site for social interaction. This approach aims to spark a deep reflection on public mobility and the value of shared spaces, emphasizing the role of art in transforming urban sensibilities, within an educational initiative aimed at raising citizen awareness about the shared use of territory.

Invited artists: Ana Matey; Domix Garrido; Araceli López y Andrés Montes.


La Quedada (March 1 - 2):

Professional visits to artist studios and creative spaces. A circuit of professional visits to artist studios and creative spaces, exploring territories of care and connections between the center and the periphery. This tour invites participants to discover the environments where projects imagining alternative futures are conceived, fostering dialogue and creative exchange. It's an opportunity to explore the creative processes of invited artists firsthand.

Invited artists: Boa Mistura; Todoporlapraxis; Mateo Maté; C.A.R.y Laura Lío.


Veljko Vuckovic. Subordination. Oil on canvas. 2022.


During the fair (March 5 - 9)

Ciudad Sutil:

Susi Vetter leads this augmented reality experience on Montalbán street, designed to intervene on Montalbán street, the main entrance to the fair, with the goal of offering a sublimated vision of the urban environment and the city's landscape. The proposal invites the public to discover an alternative layer of reality through technology.

Invited artist: Susi Vetter.


Open Booth:

In collaboration with Nebrija University, it offers a space dedicated to emerging artists to exhibit their works within the professional contemporary art circuit. This will be the second edition of the initiative with which Art Madrid renews its commitment to emerging creation, providing a white cube for an artistic intervention inspired by the key concepts of the Parallel Program of the fair. This year, the project Bajotierras/Sobrenubes. (DEL OSO, UN PELO), curated by Luis Gárciga, will be a collective exhibition that will enhance the dialogue between different emerging artists.


Raíces Afuera. Performance Program:

Five women artists address migration, uprooting, and the weight of alienation in a performance program that takes as its starting point Simone Weil's book "Rooting" (Trotta, 2014), to explore the notion of belonging and the need for rooting in a contemporary world characterized by fragmentation, displacement, and disconnection. The project is set within the fair's context as a critical and reflective space that challenges the relationship between the individual and their environment, community, and sense of identity.

Invited artists: Josefina Bardi; Eléonore Ozanne; Valentina Alvarado Matos; Ra Asensi y Agustina Palazzo.


Lecturas. Recorridos comisariados:

A cultural mediation project designed to bring the public closer to the works that will be displayed in the galleries participating in Art Madrid'25. For this occasion, Eugenia Tenenbaum and Clara González Freyre de Andrade invite us to discover new perspectives on contemporary art through carefully designed itineraries to bring us closer to the exhibition proposals of this edition.


Tiffany Alfonseca. The Trinity (Bochinche). Acrylic, pencils, rhinestones on canvas. 2024.


Espacio Tectónica:

A versatile space within the fair that will host an international video art cycle curated by Mario Gutiérrez Cru, featuring international audiovisual artists. This cycle will address key themes such as migration, territoriality, and the dynamics between centers and peripheries, reflecting on the city as a labyrinth or Tower of Babel, as well as on the role of the individual in relation to new architectural icons. Through video pieces, the artists explore how the relationships between peripheries and urban centers are interrelated in a globalized context, reflecting technological and social phenomena, such as semiconductor production in Taiwan or landscape transformation in Brazil. The pieces, combining moving images and sound, aim to generate deep reflection on the interaction between urban spaces, nature, climate disasters, and the contemporary perception of the environment.

Invited artists: lololol - Xia Lin & Sheryl Cheung; Tezi Gabundia; Ilaria Di Carlo; Magda Gebhardt; Yuchi Hsiao; Juan Carlos Bracho y Lukas Marxt.


Sección 20 Grados:

A cycle of interventions to be held in the Tectonics Space. For this occasion, ten artists will be invited whose research focuses on the dialogue between art and urban spaces. The proposals will explore how artistic practices can question the social structure of cities and the ways individuals relate to urban architecture and territories. The selected projects will materialize into ephemeral interventions and presentations reflecting on these themes.

Invited artists: Susi Vetter; Helena Goñi; Paula Lafuente; Amaya Hernández; Elena Arroyo; Olga Mesa ; Deneb Martos; Guillermo G. Peydró & Jeanne de Petricomi; Sergio Muro y Javier Olivera.


Carolina Bazo. Selva Roja Photo performance, printed on cotton paper. 2022.

In this edition, Art Madrid celebrates two decades of support and promotion of contemporary art, reaffirming its role as a catalyst for change, reflection, and artistic creation. The Parallel Program, presented as the most ambitious initiative of this edition, embodies our commitment to innovation and collaboration. With the participation of more than thirty artists, it becomes an enriching space for exchange that goes beyond the conventional boundaries of the market, expanding the frontiers of art, exploring new dynamics, and opening space for social critique and the most radical creativity.

This program would not be possible without the active collaboration of galleries, institutions, and artists who, year after year, have believed in Art Madrid's ability to make a real impact on the art scene. Through this program, we reaffirm our belief that art is a means to question, transform, and connect, beyond commercial dynamics and in tune with the social and cultural changes that define our era.

Aware of the challenge of maintaining the relevance of an event like ours, this edition presents a true reflection of our ability to adapt and be proactive in creating an inclusive, accessible space open to the new voices that are charting the course of contemporary art. Thus, Art Madrid reaffirms itself as an indisputable benchmark in the cultural scene, committed to innovation and the promotion of an artistic practice that continues to evolve relentlessly.