The art market is often referred to as a separate sector of the economy that develops in isolation from other business areas. A part of this approach is true: art is not just any product because, whether we talk about antiques or contemporary artworks, they all have unique characteristics, they represent the spirit of their creator, they convey sensations to the viewer, they enclose emotion, passion and a critical purpose not present in any other everyday object. But the other part of this statement is not correct: the art market also suffers from the economic setbacks that affect the rest of the commercial spheres, perhaps the difference is that, due to the exclusivity of this sector, it is not so evident to everyone.

Visiting "Shark", by Damien Hirst, via Skynews

By historical and economic tradition, along with some other factors such as the lower legal restrictions or the speed of bureaucracy, the leading art world markets locate in London, New York, Paris, Milan and Geneva, and more recently, Hong Kong. Spain's position does not exceed a low 1%, a percentage that grows by one point if we stick to Europe. Despite this, we must not underestimate the importance of our national market, which progressively incorporated more professionals, absorbing artists, generating buyers and positioning Spanish contemporary art, with an estimated growth of 42% between 2009 and 2016. In this evolution, some authors point out that we have a recent democracy, compared with surrounding countries, and that before the Reina Sofía Museum was inaugurated, there was no other centre in the country dedicated to contemporary art.

But just when we sat on the top of the wave, a few years after entering the new millennium, a deep economic crisis broke out and shook all the foundations of the system. Art and culture, of course, were the first to suffer the cuts. The castle of prosperity falters, capital flows cut, goodbye to investment, languid farewell to the institutional purchases and bank collections. How does this always resilient sector overcome?

Without a doubt, the crisis has marked a before and after in many economic areas. The paralysis of investments led many businesses to reinvent themselves and resurface from their ashes like the Phoenix. The same applies to the art market. But the result of this readjustment differs quite a lot from the previous scheme, because, not only the capital reduction counts but also the entry into the digital world and a generational change that has led to a transformation in consumer habits and the way of approaching art. After those years of uncertainty, a new model emerges in which people no longer visit the galleries, there is art of online consultation, travel and tours are reserved for large events, concentrated in art fairs, new satellite proposals arise, with virtual galleries, minimal spaces, online sales, and a withdrawal of proposals.

"Tulips" by Jeff Koons

The paradox of this stage started in the second decade of the 2000s is the distance created between types of galleries. In a fully digitised environment, the contours between professional profiles blur. Now it is not only the gallery owner who promotes the artist but the artist himself who invests efforts to gain presence, which leads to a weakening of roles. And amid this tidal wave of events, a phenomenon is gaining weight progressively: the great galleries, successful survivors of the debacle, expand and grow until almost completely assimilate to a museum. From this triumphant position, they are the only ones that can afford the maintenance of large spaces, cover the costs of production of work, participate in the most renowned fairs and continue to open branches abroad. With this dynamic, it happens that these galleries have an irresistible power of attraction over the most promising artists, perhaps discovered by a local gallery now unable to guarantee the promotion to which the creators aspire. Thus, the art world pivots in a sea of ​​events, where the great white shark lives with tiny fish, but they all contribute to maintaining the ecosystem.

Therefore, what happens in the art market, little or nothing is far from what happens in other economic sectors. The influence of globalisation and the uncontrollable tendency to create giants capable of supporting future attacks establishes a network of small businesses that survive in the shadow of those few chosen. This circumstance seems to polarise the sector in two large planes: that of contemporary astronomical price artists who have created real art factories, produce on an industrial scale and are represented by the most famous galleries, and that of artists who are best known at local level, that can modestly live from their work and are distributed, when they have an international presence, between different small galleries. And this pattern is replicated in all commercial areas. The shark and the bank of fishes. With this simple metaphor, we portray one of the most repeated patterns in our capitalist society that applies to the entire industry, whether we talk about fashion, cars or food. That is why the millennial generation has begun to explore alternative models of galleries, with more attention on the artistic quality of young talents and less weight in the exhibition space: 21st-century galleries that open their doors to the future.

Art Madrid, committed to creating a discursive platform for artists working within the field of performance and action art, presents Abierto Infinito: lo que el cuerpo recuerda, a proposal inspired by Erving Goffman’s ideas in The Presentation of Self in Everyday Life (Amorrortu Editores, Buenos Aires, 1997).

The project unfolds within a theoretical framework that directly engages with these premises, conceiving social interaction as a stage of carefully modulated performances designed to influence others’ perceptions. Goffman argues that individuals deploy both verbal and involuntary expressions to guide the interpretation of their behavior, sustaining roles and façades that define the situation for those who observe.

In this sense, the invited artists will construct micro-scenarios in which gestures, postures, and bodily movements function as performative “fronts,” shaping the framework of perception and meaning for the audience. These actions dramatize everyday experience, offering idealized or heightened interpretations of the relationship between body, space, and temporality, while certain elements — invisible effort, internal tensions, contradictions — remain partially concealed, generating deeper layers of meaning and resonance.

In line with Goffman, performance operates within the tension between idealized representation and real effort, between what is visible and what remains silent. The artists manage the information they convey, selecting what is shown and what is concealed, articulating strategies of presence that may reveal or disguise power, vulnerability, resistance, or intimacy. In this context, idealization implies the construction of a performative language capable of foregrounding values, tensions, and relational possibilities, exposing the poetic density of the everyday and, if one wishes, breaking the barrier of opacity that shapes our behavior in “real” daily life.

Although the series focuses on the notions of body ↔ memory ↔ representation ↔ presence, it seeks to expand its horizon, conceiving performance as an act that reveals invisible bonds and tensions traversing bodies, objects, and contexts. Within this network of walls, stands, and corridors, parallels emerge as the Galería de Cristal becomes a mirror of aesthetic experiences: a space beyond the strictly artistic sphere temporarily inhabited by the ephemeral presence of contemporary art, as occurs within the context of the fair.

The body — the first territory of all representation — precedes both word and learned gesture. Human experience, conscious and unconscious alike, is inscribed within it. Abierto Infinito: lo que el cuerpo recuerda departs from this premise: representation inhabits existence itself, and life, understood as a succession of representations, transforms the body into a space of constant negotiation over who we are. In this passage, boundaries blur; the individual opens toward the collective, and the ephemeral acquires symbolic dimension. By inhabiting this interstice, performance simultaneously reveals the fragility of identity and the strength that emerges from encounter with others.

INVITED ARTISTS

COLECTIVO LA BURRA NEGRA (Málaga, 2024)

La Burra Negra is a nomadic Action Art collective based in Málaga, founded in 2024 following its first residency in Totalán. It is self-managed by Ascensión Soto Fernández, Gabriela Feldman de la Rocha, Sasha Camila Falcke, Sara Gema Domínguez Castillo, Sofía Barco Sánchez, and Regina Lagos González, six creators from diverse backgrounds who met at the Hospital de Artistas of La Juan Gallery.

The collective brings together professionals from jewelry, painting, performing arts, music, dance, cultural mediation, and cultural management. Its activities include an annual residency in Totalán, the production of performative works, cultural mediation, and site-specific interventions. Since its creation, it has participated in the Periscopio Conference at La Térmica, presented A granel at the MVA in Málaga, carried out various actions in Totalán — most recently during its second annual residency — and taken part with its own proposals in Roger Bernat’s performance Desplazamiento del Congreso de los Diputados in Madrid.

Colectivo La Burra Negra presents at Art Madrid’26 its performance: ALTA FACTURA

The project forms part of a performative investigation that questions exhibition frameworks and the hierarchies of value that shape artistic creation. Through textile language and the body as a surface of inscription, the collective examines the tension between process and result, craft and spectacle, focusing on what the cultural system tends to conceal: invested time, wear, fragility, and the manual labor that sustains every work. Within this framework, the fashion runway appears as a symbolic structure condensing brilliance, consumption, and final product, becoming the point of departure for its subversion.

In this context, Alta Factura shifts attention to the seams — both literal and metaphorical — that usually remain in the shadows backstage. Through conceptual textile pieces, the performance exposes the rigor of craft and the artist’s vulnerability, transforming the runway into a critical space where process becomes the protagonist. By making visible the joints, adjustments, and traces of making, the work reclaims the value of the invisible and confronts the viewer with the material and affective conditions that sustain contemporary artistic practice.

ROCÍO VALDIVIESO (Tucumán, Argentina, 1994)

Rocío Valdivieso is an artist, researcher, and cultural manager. She is currently a PhD candidate in Arts at the Complutense University of Madrid and holds a Master’s degree in Research in Artistic Practices from the University of Castilla-La Mancha (UCLM). She earned a Bachelor’s degree in Fine Arts from the National University of Tucumán and was a Fundación Carolina fellow between 2022 and 2023.

She currently coordinates Errática Laboratorio de procesos and Clínica de obra, alongside Romina Casile, in Madrid. She was part of the PEEPA 2023 Program at Matadero Madrid’s Center for Artistic Residencies, mentored by Dora García, Cabello/Carceller, and Isabel Marcos. She completed the 2021/22 Artists Program at Universidad Torcuato Di Tella in Buenos Aires.

Among her solo exhibitions are El orden de las virtudes (2022), Pintura plegaria (2021), and Teoría de lo involuntario (2019) in Tucumán, Argentina. She has participated in group exhibitions including Aura latente at Espacio Amazonas, the closing event of the PEEPA Program at Matadero Madrid, and Ceder una huella in Cuenca, Spain. Since 2013, she has participated in various educational programs and frequently writes texts accompanying art exhibitions. She is a founding member and former secretary of the board of the Association of Visual Arts Workers of Tucumán (TAViT).

Rocío Valdivieso presents at Art Madrid’26 her performance: OSCURECER UN PAPEL

Oscurecer un papel is part of a series of actions in which reading is constructed through repetition, memorization, and a degree of improvisation. A non-linear reading emerges from a written text that transforms when spoken aloud, shifting its form and meaning in the very act of utterance. The texts stem from research into materiality, space, and the relationships between body and matter, as well as writing, sculpture, and the exploration of voice and orality.

The material used to construct the piece consists of purchase receipts accumulated over time. The printed text on them, together with the act of bringing them close to a heat source — triggering the reaction of thermal paper — generates meanings linked to consumption, record-keeping, and wear.

AMANDA GATTI (Porto Alegre, Brasil, 1996)

Amanda Gatti is an artist and researcher whose practice unfolds across performance, video, photography, and installation. She explores the intersections between body, object, and space, investigating how we occupy — and are occupied by — the spaces that surround us. Drawing from experiences of displacement and observations of domestic and urban environments, her work conceives the body as mediator and archive, transforming found objects, spatial arrangements, and everyday gestures into ephemeral architectures and relational situations.

She completed a Master’s in Scenic Practice and Visual Culture at Museo Reina Sofía/UCLM (Spain, 2023) and holds a degree in Audiovisual Production from PUCRS (Brazil, 2018). Her work has been presented at institutions and contexts such as Museo Reina Sofía, Fundación Antonio Pérez, Galería Nueva, CRUCE, and Teatro Pradillo, as well as in exhibitions and festivals in Brazil, Germany, Ireland, the United Kingdom, and the United States. She currently resides in Madrid, with secondary bases in Brazil and the United Kingdom.

Amanda Gatti presents at Art Madrid’26 her performance: TRAYECTORIA

This performance continues the artist’s long-term research with objects found in public space: obsolete fragments, remnants of everyday use, and discarded materials that, once painted blue, acquire renewed visibility and an autonomous sculptural condition. These materials form an archive activated through gesture and displacement.

In Trayectoria, the artist proposes to traverse the fair’s main corridor while dragging a large group of these objects, linked together and tied to her shoelaces. The journey transforms this transit area into an active space in which body and materials generate new forms. The objects function as extensions of the moving body: they tense, divert, slow down, and reconfigure each step. The action explores the coexistence between the durable and the ephemeral, between what has been discarded and what insists on remaining. It approaches transit as the simultaneous activation of the material and immaterial, proposing an encounter between gesture, the sculptural, and all that continues to accompany us even after having been left behind.

JIMENA TERCERO (Madrid, 1998)

Jimena Tercero is a multidisciplinary artist whose practice — developed through video, performance, and painting — investigates the limits of identity in relation to the human body. Her work explores concepts such as memory, tangibility, and play, delving into subconscious pain inscribed in bodily memory.

She trained in painting with Lola Albín and in analog photography in Cambridge (2014). Between 2018 and 2020, she specialized in audiovisual practice, training as a filmmaker alongside figures such as director Víctor Erice and the production company El Deseo. She later completed a Master’s in Creative Direction at ELISAVA and developed her performative practice at La Juan Gallery.

She directed works such as Private (2016) and Paranoid (2021), presented at Galería Aspa Contemporary. She continued this line of inquiry in Yo mi me conmigo (2023), presented at Teatros del Canal; Inside Voices (2021), filmed at Conde Duque with the guidance of Itziar Okariz; and La última regla at La Juan Gallery. In 2026, she premieres the documentary Contando Ovejas, a portrait of two shepherds in Majadahonda reflecting on rural memory and its relationship with territory and time.

Jimena Tercero presents at Art Madrid’26 her performance: OFF LINE

OFF LINE is a performative piece that reflects on how the digital era is transforming the body’s relationship with the world and with others. Interaction is increasingly constructed through screens and interfaces, and identity shifts toward the virtual, subordinating physical experience to digital representation. In this context, the body becomes fragile: it loses density, memory, and active presence, becoming a support for information or image.

Hyperconnectivity and fragmented attention generate an increasingly inert corporeality, characterized by reduced spontaneous movement and diminished direct sensory interaction. This raises fundamental questions: how is presence redefined when our relationship with the world depends on technological mediation? What will happen to bodily experience in a future in which virtuality predominates over the physical?

There is a risk of progressive bodily passivity: bodies that remain still, whose activity is determined by devices, and whose memory is externalized into digital records. The fragmentation of physical experience and the primacy of technological representation create a scenario in which the body, although visible, is displaced from its original function as an agent of perception and action. This conceptual framework invites reflection on how digitalization affects corporeality, memory, and social relations, as well as on the vulnerability and inertia that traverse bodies in increasingly technologized environments.

PERFORMANCES:

Wednesday, March 4 | 7:00 PM — Colectivo La Burra Negra. Performance: Alta Factura

Thursday, March 5 | 7:00 PM — Rocío Valdivieso. Performance: Oscurecer un papel

Friday, March 6 | 7:00 PM — Amanda Gatti. Performance: Trayectoria

Saturday, March 7 | 7:00 PM — Jimena Tercero. Performance: OFF LINE

Art Madrid celebrates its twenty-first edition, consolidating itself as a platform for visibility and dialogue for national and international galleries and artists during Madrid Art Week. In this context, the fair renews its commitment to experimentation and to the inclusion of artistic practices that challenge conventional art market formats. The integration of the Performance Cycle — now in its third edition — reflects this institutional commitment to generating a space that fosters the production of live artistic experiences.

The Galería de Cristal of the Palacio de Cibeles, the fair’s venue, thus becomes an ideal environment in which architecture and the event’s own dynamics enhance the ephemeral and relational character of performance.

With this initiative, Art Madrid reaffirms its role as an active agent in the construction of a plural artistic ecosystem, committed to presence, research, and dialogue as fundamental axes of contemporary art.