APERTURA MADRID GALLERY WEEKEND SEPT 2015

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1 ES ARTE

2 ALVARO ALCÁZAR ARNÉS & RÖPKE ASTARTÉ BACELOS BAT ALBERTO CORNEJO BENVENISTE CONTEMPORARY BLANCA BERLIN BLANCA SOTO ARTE CÁMARA OSCURA CASADO SANTAPAU CAYÓN ELBA BENÍTEZ ELVIRA GONZÁLEZ ESPACIO VALVERDE F2 GALERÍA FERNÁNDEZ-BRASO FERNANDO PRADILLA FORMATO CÓMODO FREIJO GUILLERMO DE OSMA HEINRICH EHRHARDT HELGA DE ALVEAR JAVIER LÓPEZ JOSÉ DE LA MANO JUANA DE AIZPURU LA CAJA NEGRA LA NEW LEANDRO NAVARRO MAISTERRAVALBUENA MARLBOROUGH MARTA CERVERA MAX ESTRELLA MICHEL SOSKINE, INC. MOISÉS PÉREZ DE ALBÉNIZ N F GALERÍA NOGUERAS BLANCHARD PARRA & ROMERO PILAR SERRA PONCE + ROBLES RAFAEL PÉREZ HERNANDO SABRINA AMRANI SLOWTRACK THE GOMA TRAVESÍA CUATRO UTOPIA PARKWAY

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4 WHAT IS APERTURA? It is the biggest urban event of the Madrid art scene. Three days that are simultaneously inaugurated by some 50 galleries, with special programming and hours. The event takes over the streets of Madrid, opening up across the entire city. Large institutions and individual collectors take part in vibrant city-wide activities. Open to the general public and free of charge, Apertura Madrid Gallery Weekend set to occur once again, with an ambitious program, a huge art party. Promoted by the art gallery association Arte_Madrid, this year, Apertura Madrid Gallery Weekend celebrates its sixth edition. WHEN? WHERE? HOW? From the 10th to the 12th of September of 2015, Madrid shall become an international showcase of the art world. Las Salesas, the Salamanca and Letras neighbourhoods and Doctor Fourquet are just some of the noteworthy areas. Galleries hold special hours, while large institutions such as the Reina Sofía, the Thyssen, the Fundación Telefónica, the Fundación Mapfre, the ABC museum, the Centro de Arte 2 de Mayo, CentroCentro, Conde Duque, Museo Lázaro Galdiano and the Sala Canal de Isabel II offer special programming, private visits and meetings with their directors or curators. Significant are the Collector s Dinner, which becomes the meeting point after Summer, and the Galleries Brunch, which allow people to approach art in a different way. There are also specific activities for the sponsors of Apertura Madrid Gallery Weekend.

5 WHY? It is a unique opportunity to celebrate Madrid s art scene and to discover the latest works of contemporary art masters, while also checking out some young and emerging artists. Discover the latest in photography, video, sculpture and painting. Art becomes accessible to all. Apertura Madrid Gallery Weekend aims to attract a wider audience to the art world, showing them the current art scene. Without a doubt, it serves to revitalize the city s cultural essence while highlighting the work of the Madrid galleries that program some 250 different exhibitions every year. Furthermore, it is a magnet to international collectors, professionals, journalists and visitors to our city.

6 CAPITAL OF ART During these years, Apertura Madrid Gallery Weekend has become an attractive event both on a national and an international level, adding this event to the calendar of must-see cultural experiences. International curators and art advisors attend Apertura Madrid Gallery Weekend every year with the support of Acción Cultural Española (AC/E). Support is also provided by institutions such as ARCO, the Ministry of Education, the Community of Madrid and the Madrid City Hall. Loewe, Heineken, Fundación Banco Sabadell, Radisson Blu Hotels and la Casa Árabe, among others, are some of the brands that have also joined with this event in Madrid.

7 2014 A SUCCESS! 44 Galleries inaugurated at the same time 10 large museums offered a special program 18,000 people participate in the collective inauguration acts people discovered Apertura Madrid Gallery Weekend through the media thanks to 35 press appearances, 23 television notices and a strong internet and social network presence.

8 AN ESSENTIAL DATE Following Berlin, Apertura Madrid Gallery Weekend has become a reference point in Europe s Gallery Week. For over five years, it has been held in September in Madrid. Programming includes extended hours in all of the galleries of the Arte_Madrid association, including guided visits, organized with the assistance of ARCO, and a brunch offered by all of the galleries to visitors on Saturday morning. Every year, Apertura Madrid Gallery Weekend takes on an increased importance. The large cultural institutions of the city have also joined in on the activities and have organized guided visits with the directors or curators of the programmed exhibitions. The Reina Sofía, Museo Thyssen, Fundación Telefónica, Fundación Mapfre, Museo ABC, Centro de Arte 2 de Mayo, CentroCentro, Conde Duque, Museo Lázaro Galdiano and Sala Canal de Isabel II participated in the previous edition (increasing the participating institutions from 3 to 10).

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10 ORGANIZING Apertura Madrid Gallery Weekend is organized by Arte_Madrid, the association of the city s art galleries. Arte_Madrid was founded in 2000 and currently consists of 45 associated galleries, distributed mainly across three of the city s neighbourhoods: Salamanca, the Salesas square and the Letras neighbourhood. The galleries forming the association typically participate in the most prestigious international fairs such as Art Basel, ARCOmadrid, Frieze, The Armory Show, FIAC, Zona MACO, artbo, spart, Art Cologne or Artissima, promoting Spanish art beyond our borders as well as within the city. Since the first Apertura Madrid Gallery Weekend in 2010, this event has gotten stronger and with a greater presence, thanks to the close relationship between the galleries, institutions and the city itself. Over these years, art takes over Madrid for a few accessible, dynamic and fun days. THE GALLERIES During Apertura Madrid Gallery Weekend, the Madrid galleries shall include samples from international artists such as Stephen Irwin, Claudia Wieser, Fred Sandbak and Yoshihiro Suda as well as Spanish artists such as Miquel Navarro, Secundino Hernández and Dora García and classicists like Alfonso Albacete and Jorge Galindo. It was also possible to enjoy the works of emerging Latin Americans artists such as Milena Muzquiz and Diango Hernández, among others. For the third consecutive year, thanks to the collaboration of ARCOmadrid, the ARCO walk offers different guided tours of the gallery areas for almost 400 individuals, accessing art in a more personal and didactic manner.

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12 COLLABORATING INSTITUTIONS Apertura Madrid Gallery Weekend is a private initiative and requires the collaboration of public and private entities. In the previous edition, support was provided by the Ministry of Education, Culture and Sports, the Community of Madrid, the Madrid City Hall, Acción Cultural Española (AC/E) and ARCOmadrid. Different brands also offered their support to the Apertura Madrid Gallery Weekend celebration: Loewe, Heineken, Fundación Banco Sabadell, Radisson Blu Hotels & Resorts, Casa Árabe, Transferex and Sercom. The goal of Apertura Madrid Gallery Weekend 2015 is to increase its projection by attracting as many people as possible, from local to national with a special emphasis on international visitors. Therefore, we need travel partners. This means brands that are linked to the art world or those that wish to embark upon this trip with us. We do not believe in sponsors that simply put their logotype on the event, but rather, in collaborations that create synergies and may even go on to form long lasting relationships throughout the year. This collaboration may integrate sponsor interests. Thus, the brand may present products or organize visits or private meetings, made to order for its customers. An example of this type of action was carried out with Loewe in the past edition. As a part of the collaboration, a performance with the Compañía Nacional de Danza was organized in its flagship store, inviting the main collectors to the galleries. Thus, the guests the brand s target public, were able to live out a unique experience in a unique environment as a part of the Apertura Madrid Gallery Weekend. Along with Comunidad de Madrid the project Encuentros en Comunidad was developed. Meetings where three experts (a gallery owner, a collector and an art critic), offered the keys to begin a collection.

13 PROFESSIONALS PARTICIPATE IN THE OPENING OF APERTURA One of the aims of Apertura Madrid Gallery Weekend is to approach contemporary art and the work of galleries to the international scene. Because of this, from the very beginning, professionals of contemporary art of different countries are invited to experience the work that is being made in our country. Along with directors and curators from the large participating institutions, Apertura Madrid Gallery Weekend has also included the presence of international advisors and curators, invited to discover the Spanish art scene in order to offer appropriate international diffusion, generate work opportunities for our artists, and strengthen the relationships and collaborations with our galleries. Francesco Stocchi (Museum Boijmans, Rotterdam), Jacob Proctor (University of Chicago), Jenny Gheith (SFMOMA, San Francisco), Andria Hickey (Public Art Fund, Nueva York), Omar Kholeif (Whitechapel Gallery, London) and Mariangela Capuzzo (ICart Miami) were the guests invited in the 2014 edition. I thought that scene I witnessed, was thriving. Considering the combination of very good institutional and private initiatives I encountered a very rich cultural experience. Omar Kholeif (Whitechapel Gallery, London) I was really surprised to what I found there. Very high level art, very nice programs and the people were always very kind and available to deliver explanations. I realized that the galleries are internationally connected to other countries galleries and I am now connected and willing to work with them as well. Mariangela Capuzzo (ICart Miami)

14 MEDIA REPERCUSSION In order to approach the work of galleries to the people in general and make this event a meeting point for everyone, Apertura Madrid Gallery Weekend plans on spreading its activities on media to reach all kind of people. Apertura Madrid Gallery Weekend was a great success in terms of media and the social networks. The figures speak for themselves: PRESS Impacts: 35 Audience: readers Value:

15 El País El Mundo Cinco Días Expansión

16 Nuevo Estilo Nuevo Estilo

17 XL Semanal Revista AD Diseño Interior

18 TV Impacts: 23 Audience: spectators Value:

19 News of TVE 1 News of TVE 2 News of TVE 24h

20 Telenoticias de Telemadrid El Diario Vasco La Verdad.es

21 A TOUR OF APERTURA 2014 ACT 1 PRESS CONFERENCE The opening press conference of Apertura Madrid Gallery Weekend, held in the Casa Árabe was the perfect start to the event. With the participation of 3 administrations (state, autonomous community and city hall) and the presence of 20 media outlets, it showed that Apertura Madrid Gallery Weekend was established as the greatest autumn cultural event of the city. ACT 2 WELCOME APERITIVO The meeting of gallery owners and international guests offered these visitors a preliminary look at what they could expect to find in the galleries, to put a face to the partners and to plan their upcoming visits. Thus, they could optimize their time spent in the city.

22 ACT 3 ENCUENTROS EN COMUNIDAD Contemporary art seen from a practical point of view. Three experts, a gallery owner, a collector and an art critic, give tips to begin a collection during a casual meeting. ACT 4 INAUGURATION TIME For a few hours, the streets of Madrid became a gateway to a great city-wide cultural offering held in 45 galleries as well as the works of some fifty artists. ACT 5 INSTITUTION PARTICIPATION Get to know or rediscover the collections of the Reina Sofía museum at the hand of its very director, visit the exhibits of the Museo Thyssen with its exhibit curator or attend an exclusive preview of the inauguration of the Fundación Mapfre. These are just some of the parallel activities offered during the Apertura Madrid Gallery Weekend.

23 While the past edition included 3 participating institutions, this edition has 10 participating centres: the Reina Sofía, Centro Conde Duque, Centro de Arte 2 de Mayo, Museo Thyssen, Centrocentro, Mapfre foundations, Teléfonica, Lázaro Galdiano, Museo ABC and Sala Canal Isabel II. ACT 6 LOEWE AND ARTE_ The flagship store of Loewe in the Gran Vía brought together VIP brand customers with collectors in an Act carried out by the Compañía Nacional de Danza for the Apertura Madrid Gallery Weekend. ACT 7 COLLECTORS DINNER The greatest art date in Madrid s Autumn. A dinner that brings together everyone involved in the city s cultural fabric institutions, artists, curators, gallery owners along with international collectors and visitors wishing to take part in one of Europe s most important cultural events.

24 The dinner with collectors of the Apertura Madrid Gallery Weekend has become the most important meeting point after Summer. In the last edition, the number of assistant collectors increased by 100 % as compared to previous editions. This Act is also a great opportunity for guests to become aware of the sponsors who are given special attention at this event. ACT 8 PARTICIPATION OF ARCO With almost 400 participants, the tours saw a 40% increase with respect to the past edition. 17 groups of between 20 and 25 individuals were able to get to know some of the proposals of the galleries and artists as well as to learn how the art market works. ACT 9 BRUNCH Another way to get to know current art or to rediscover the great classics of contemporary artists is through the brunch organized by Apertura Madrid Gallery Weekend. It is a must attend event for collectors and art lovers alike.

25 ARTE_ Asociación de Galerías de Arte COORDINATION/ PRESS OFFICE APERTURA Cano Estudio