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ARCOmadrid for everyone

ARCOmadrid 2014 is a fair both for contemporary art professionals and art-lovers and the general public, with initiatives to suit their different interests. The first two days, February 19 and 20, are devoted to collectors, curators, and directors of museums, biennials and art centres, when the Fair is the best meeting point and space for sharing projects.

14 Feb 2014

Attended by more than 250 collectors from around the world and 150 special guests, the professional sessions focus on gallery proposals and are completed by a programme of round tables and meetings that add greater relevance to ARCOmadrid. Alongside the Collectors' Forum and the Professional Sessions, this year's edition includes a new feature, the course Inside Collecting: Design, Management, Finance, co-ordinated by Skate's Art Market Research, which analyses the design and creation of a collection. Another new feature is 'Artist Talks', directed by Maria Inés Rodríguez, the newly-appointed director of Bordeaux CAPC, offering a space for reflection about the works of art on show at ARCOmadrid through different cross-disciplinary dialogues with artists. Professionals can also take part in WALK with the curator, a visit to the ARCOmadrid galleries with curators invited by the Fair.

In addition, As Tables Are Shelves, is a new section directed by Manuel Segade and Luiza Teixeira de Freitas which, through the participation of a select group of publishers from different countries specialising in books by artists, will create a dialogue with the content of the young galleries in the #Opening programme. Some galleries, such as Quadrado Azul, Henrique Faria Fine Art, Parra & Romero and Barbara Gross, will also hold presentations for books by artists at their booths.

Other important spaces are part of #FocusFinland. Alongside the 13 galleries taking part, the #FocusFinland Pavilion will show two video installations by the Finnish artist Heta Kuchka, and the Kiasma Lounge will provide information about the activities of the Kiasma Museum in Helsinki.

Different areas for professionals and collectors form part of the new layout designed by Andrés Jaque. These include the VIP Lounge designed by the Emmanuel Romero Arquitectos studio, which won the ARCOmadrid 2014 VIP Lounge Design Ideas Competition organised by the Fair and AD magazine for the third year running. The space will have different areas where the sponsors illy café, Solán de Cabras, the official water of ARCOmadrid, Heineken, Ron Barceló Imperial and Audemars Piguet will be offering their products, together with the work “cr_O_ma”, by Guillermo Mora, winner of the Audemars Piguet Prize.

Also, the Ron Barceló Imperial booth at the Fair will house the adaptation of the exhibition Mirar (el otro lado) by the artist Ignasi Aballí (Galería Elba Benítez), winner of the Ron Barceló Imperial/ARCOmadrid Prize for the best show in 2013.

Alongside the above, the Fundación ARCO, Presentations Room, #Forum and ARCO Lunch areas will be available to gallery owners, collectors and special guests as spaces in which to relax, take refreshment and receive training.

Also open to the general public
One new feature for professionals and the general public is the Espacio Comer (Eating Space) with food and drinks by illy caffè, Heineken, Magasand, Solán de Cabras, Lateral, Ramses, Vilaplana Catering Service and ArTÉ by Winsor & Newton, where the latest art materials will be presented.

ARCOmadrid again offers all those who are interested the initiative First Collector by Fundación Santander, a programme which serves as a link between professionals and people interested in entering the world of contemporary art collecting. This professional independent service provides advice about purchasing art during the Fair and includes the preparation of a customised tour by Arte Global, to meet the needs of people thinking of starting an art collection. Along the same lines, the virtual platform offers the opportunity to explore the Fair and the works exhibited at it; the tool is available on its website and as a free Artsy App for iPhone.

The Fair devotes three days, 21, 22 and 23 February, to lovers of contemporary art and the general public, offering them special services and facilities to make the most of their visit. In order to facilitate access to a larger number of visitors during the days when the Fair is open to the public, on Sunday February 23, entrance is 30 euros.

Also, there will again be a special space for children at the ARCOkids workshops, designed by Fundación Pequeño Deseo and sponsored by DKV Seguros, introducing children to the world of contemporary art.

ARCOmadrid is also introducing ARCOgames, a free App designed by Mr Garamond which is conceived as a game centre based on contemporary art. Together with practical information for visitors, the App contains five games to test skill, attention and quick thinking, based on the works exhibited at the Fair. The games are designed for all ages, in an application focused on learning and entertainment.

ARCOmadrid is featured on social networks, where as well as providing information about its content, it encourages people to visit the Fair and explore contemporary art. Here it has set up different initiatives and competitions such as the one to be launched soon in collaboration with SModa for fans of Instagram, photography, art and fashion.

At this edition, ARCOmadrid has joined the initiative ¡Alfombras rosas ya! (Pink Carpets Now!), as part of the International campaign Because I am a Girl, which defends education for the more than 65 million girls in the world who are denied access to it. As a result it will place pink carpet at the entrance to the pavilion, in token of its support to education for this discriminated group.