Even today, finishing the second decade of the 21st century, the need to educate in art and culture is still an open topic of debate. It is commonly thought that the culture, to whose creation we all contribute, arises by spontaneous generation and does not need maintenance or attention. But on the contrary, culture as a social phenomenon, and art, as one of its particular tangible manifestations, requires the contribution of all. It only takes true meaning when there is a conscious exchange between the historical and identity legacy that culture transmits and the new uses and meanings of value that modern societies attribute to it. Well understood, culture does not need many resources to develop, since, as a social phenomenon, it will emerge and grow wherever there are individuals. But what it is necessary to do is "educate" in the importance and value that culture has per se, because without this educational work there is a destruction of the past, a depreciation of the heritage created over centuries and a loss of the close referents which give meaning to our contemporary society.

Image from Educathyssen

Far from what one might think, educating in art and culture is much more than learning history and artistic techniques. Art is an expression that emerges in a specific context, and, as such, transmits a large part of the elements that determine the culture of that particular time and place. It would be difficult to think that the Renaissance creators reflected in their works the concern for climate change, as they now do, or that the new authors capture with the same zeal religious scenes that were the favourite leitmotiv of the painting of yore. For this reason, to accommodate art and culture in the classroom is to channel a collective knowledge developed over the centuries that constitutes the best vestiges of our identity as individuals belonging to a particular context.

Unesco has pointed out that the mastery of culture and the arts is fundamental for the development of people. For this same reason, it encourages designing educational programs that incorporate these branches of knowledge. The benefits are diverse: education in art fosters alternative thinking and the search for creative solutions to problems, favours qualities such as tolerance and sensitivity, helps diversity to be appreciated and to open an intercultural dialogue, as well as developing other intellectual and creative abilities of the individual.

«Each child is an artist. The problem is how to remain an artist once we have grown up»

Pablo Picasso

Why is art still seen as something reserved for a few? In the same way that other disciplines equally necessary for development, such as sports activities, associated with collaborative values ​​and psychomotricity, art and culture, require the same attention. In recent years, several voices have highlighted the benefits associated with training in art from early ages. More than a matter of convenience, it is, in reality, an essential content for the development that will go along the individual in different stages of life. Concepts so demanded in the modern business world as creativity, imagination or innovation, are based on stimuli taught from childhood. Nowadays, intelligence and the use of qualities are not limited exclusively to being proficient with language and mathematics. The promotion of alternative thinking and the solution of ingenious problems, with their well-known applications in the world of entrepreneurship, are intimately associated with art training.

Image from educathyssen

Several studies suggest a change of approach when incorporating arts into education. The benefits are innumerable and alter the preconceived and inherited schemes even today on the permanent search for accuracy in the results, typical of subjects such as mathematics. The unpredictable essence of artistic creation helps to develop critical thinking and generate alternative ways of reasoning. The ideas of right and wrong are blurred, and there is room for means of expression that favour new structures of logical discourse. There is no single form of intelligence, and it is clear that the integration of art and culture in the learning process is necessary. Hopefully, this gradual awareness will translate into the incorporation of new tools and educational resources from childhood. It is only possible to love and understand what is known.

Art Madrid’26 presents One Shot Collectors, a program sponsored by One Shot Hotels that returns to the fair -now in its sixth edition- with the goal of making contemporary art collecting more accessible and encouraging new and established collectors alike. The initiative is designed to support both art professionals and new audiences interested in starting or strengthening a collection by providing tools, knowledge, and specialized guidance.

One Shot Collectors promotes an informed and approachable way of acquiring artworks, understanding collecting as a process that requires discernment, context, and time. The program serves as a bridge between the public and the artworks presented at the fair, fostering a confident and well-informed relationship with the art market.

The program is directed by Ana Suárez Gisbert, an art advisor with extensive experience in the art market. Her background includes artwork valuation and appraisal, as well as personalized advisory services throughout the acquisition process, helping participants identify works that align with their interests, budget, and goals. Her approach combines technical rigor with a strong commitment to best practices and sustainability within the art ecosystem.

Art collecting goes beyond the purchase of a single work. It involves an intellectual, aesthetic, and personal journey that connects collectors with the artist’s context, discourse, and creative process. Building a collection means developing a personal point of view, making informed decisions, and allowing the collection to evolve coherently over time, guided by enjoyment and confidence in one’s own taste.

So how do we decide where to focus and how to move forward? Where do we begin? How does one purchase connect to the next? A successful acquisition comes from following personal interests, learning to recognize what truly resonates with us, and staying informed before and throughout the process.

During Art Madrid’26, One Shot Collectors offered a personalized advisory service tailored to different profiles: established collectors, individuals acquiring their first artwork, and companies interested in developing collections aligned with their values and brand identity. The program adapts to a wide range of needs and offers customized tours of the fair based on aesthetic, conceptual, and budget considerations.

Our Art Advisor prepares a curated selection of artworks according to each buyer’s criteria and provides support throughout the negotiation process, offering a professional and strategic perspective. In this way, collecting becomes an informed, coherent, and rewarding experience.

Beginning a collection may stem from a desire for knowledge and aesthetic, social, economic, or even corporate exploration. At Art Madrid, we encourage collecting among individuals and companies interested in patronage and investment. This initiative is aimed at both professionals and contemporary art enthusiasts who wish to start or continue building a collection. Art Madrid presents a wide variety of works across disciplines such as photography, painting, sculpture, and installation, spanning a broad range of price points.

Whether you are an experienced collector, a first-time buyer, or a company seeking to express its values through art, the One Shot Collectors program offers a comprehensive experience.

ABOUT ONE SHOT HOTELS. SPONSOR OF ART MADRID

One Shot Hotels is a collection of 14 boutique hotels set in some of the most desirable locations in Madrid, Barcelona, Valencia, Seville, San Sebastián, and Porto. In 2026, the brand will expand its presence with new openings in three additional destinations: Ibiza, Lisbon, and Bilbao. Each property embodies a strong commitment to design, creativity, and aesthetics, seamlessly weaving art and culture into every space.

More than places to stay, One Shot Hotels are destinations with soul. Every interior reflects artistic sensitivity and an uncompromising attention to detail, offering guests a memorable experience where comfort, style, and culture coexist effortlessly. A spirit of closeness, innovation, and a deep passion for the arts defines the brand’s identity and shapes the way it connects people with the creative essence of each city it inhabits.

Through initiatives such as One Shot Collectors, the hotel group brings art and culture closer to both guests and visitors, fostering meaningful connections between its hotel spaces and the creative pulse of each destination.

ABOUT ANA SUÁREZ GISBERT. PROGRAM ART ADVISOR

Ana Suárez Gisbert holds a law degree from Complutense University of Madrid, with a specialization in international law and the international trade of artworks. She is a certified art and antiques appraiser and court-appointed expert through Antonio de Nebrija University, and a partner at the art appraisal firm Art Value Project.

She has carried out appraisal work for major collections and insurance companies and has represented leading international publications in the fields of art and design, including Frieze, Frieze Masters, and Gagosian. She currently combines her work at the appraisal firm with an art and sustainability project for private companies and municipal institutions

The advisory service is part of Art Madrid’26 One Shot Collectors Program and is completely free for participants who register in advance. To receive personalized advice, please request more information at vip@art-madrid.com or register using the following form: