Art Madrid'25 – THAT TIME WHEN CEMENT WAS THE LAST TREND...

We suggest a tour of some amazing buildings and monuments at a time when cement was the building material par excellence. In the 60s and 70s, many avant-garde architectural projects opted for a resounding and forceful aesthetic, often with reminiscences of Soviet sobriety, which old Europe channelled into public buildings and monuments of great importance. The material was versatile, ductile, resistant and affordable. On the other hand, its final finish does not require painting for its conservation, and that lowers the costs of maintenance and production. Sometime later it was learned that cement of poor quality is irreversibly affected by "aluminosis", and this resulted in serious crumbles and cracks in many neighbourhoods in the outskirts of large cities.

“Tito’s fist”, by Boško Kućanski.

In fact, one of the cases we bring here is the monument to the partisans of the former Yugoslavia who, under the orders of Josip Tito, defended with their lives the bridge of the Neretva River in the battle of the same name, when the German and Italian troops threatened with the occupation in February and March of 1943. The tribute was a colossal fist, futuristic in style, made by the artist Boško Kućanski, winner of an open public call for projects for the memorial. The work was erected in Makljen and was officially inaugurated on November 12th, 1978, in an act attended by Josip Tito himself. The monument was popularly called "Tito’s fist". Today this work has collapsed due to lack of conservation.

L: Honoring the revolution of the people of the region of Moslavina against German occupation (Podgaric, Croatia) - R: Memorial to the fallen in the II World War (Niksic, Montenegro)

Among the most amazing constructions, memorials occupy a prominent place, because by not having a functional use, they leave more room for imagination and design. The sculptures that homage to the fallen in armed conflicts in Eastern Europe are the most enigmatic. They condense the aesthetic heritage of the Soviet period and the Cold War with a futuristic, cold and robust style that has already become the paradigm of an entire era and we must understand in their own context. These monumental works are known in Serbian as "spomeniks", a term widely accepted to refer to them, and means precisely that, sculptures of large dimensions created to commemorate an event.

L: Dedicated to victims of the Jasenovac concentration camp (Jasenovac, Croatia) - R: The fists-shaped Babanj monument, honoring fallen Yugoslavian fighters in World War II (near Niš, Serbia)

Most of these works are abstract and avoid including specific references to an individual or social group. Likewise, they do not incorporate recognisable elements or reproduce human figures. We must not forget that the societies affected by an armed conflict retain a repository of memory that extends over time and that goes beyond the specific events that took place, and in cases where there are also internal divisions for religious and ethnic reasons, besides the political ones, abstraction seems a good option. Its appearance, however, leads many to be ironical about the extraterrestrial influence of these designs.

Cultural Heritage Institute of Spain

In our country cement also boomed at the time. A good example is the headquarters of the Institute of Cultural Heritage of Spain, located in the university area of Madrid. This building is a project of the architects Fernando Higueras and Rafael Moneo, who obtained in 1961 the National Architecture Prize. Initially conceived to house the "Artistic Restoration Center", the final execution of the design in 1965, which counted on the collaboration of Antonio Miró, reduced its dimensions a little and maintained its circular structure. The building was declared an Asset of Cultural Interest in 2001 in the monument category.

 

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.