Art Madrid'25 – ONE SHOT COLLECTORS RETURNS: THE ART MADRID'24 COLLECTING PROGRAM

Art Madrid, with the support of One Shot Hotels, presents "One Shot Collectors", a Collectors Program integrated into the core of the fair, with the firm commitment to facilitate the public's connection with contemporary art. One Shot Hotels, a young boutique hotel chain with meticulous design and exceptional location in the heart of Spain's most important cities, is sponsoring the One Shot Collectors Program for the fourth edition at Art Madrid'24.

The passion for collecting art can become a true devotion based on various criteria such as historical-artistic, aesthetic, emotional, social or economic. These criteria converge in an aesthetic and personal exercise that moves experienced collectors and new buyers. The act of owning or acquiring a work of art is a complete experience, from getting to know the artist to understanding and sharing the discourse that underlies the work. Building a collection is also perceived as a form of investment in something tangible and secure, with significant potential for future returns. It also plays a key role in supporting the creative economy.

Art Madrid.18ª Edición. Febrero de 2023. Galería de Cristal del Palacio de Cibeles. Imagen cortesía Too Many Flash.

An art collection is something that must evolve gradually, that must be built over time, always based on information according to our interests. The main thing is to enjoy the experience of viewing art, not to feel intimidated, and to trust our taste. But how do we decide what to focus on and in which direction to go? Where do we start? How do we relate one purchase to the next? A good acquisition happens by following your taste, learning to recognize what appeals and interests you, and educating yourself before and during the acquisition process. Collecting can be an emotional journey, a journey of knowledge, with a social or economic background, or simply an aesthetic and personal exercise. That is why it is always a good idea to be accompanied by an advisor when buying art. As well as the recommendation of a gallery that supports and legitimizes the work of art.

The professional advice of an expert is a "safe" and coherent way to make a decision, since the collector, in addition to enhancing and maximizing the quality and value of his collection, also seeks to enrich the buying experience and its enjoyment. In the 19th edition of Art Madrid'24, we will have a space for advice from Ana Suárez Gisbert, art advisor, lawyer and expert appraiser with extensive experience in the art market. This advisory service is designed for experienced collectors, those who are looking for their first art collection, and even for corporate collectors who want to reflect the values of their brand in an art collection. The Art Madrid'24 Collecting Program takes into account the different profiles, needs and preferences, generating a personalized tour and guidance.

Whether due to lack of time or the desire for professional guidance, our Art Advisor will be able to find and prepare a selection of artworks according to the requirements and budget of each buyer, as well as assist in the negotiation process of acquiring a work of art.

IThe beginning of a collection can be motivated by a desire for knowledge and exploration on an aesthetic, social, economic or even business level. From Art Madrid, we encourage collecting for those people and companies that want to bet on patronage and investment. This initiative is aimed at professionals in the sector and enthusiasts of contemporary art who wish to collect for the first time or continue to build their collection. Art Madrid offers a great range of opportunities to acquire works in disciplines such as photography, painting, sculpture or installation, within a wide price range.

Este servicio forma parte del Programa One Shot Collectors y es gratuito para quienes se registren con antelación.

For more information, please send an email to vip@art-madrid.com or register for the program with this form:

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.