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The 3rd edition of the Cervezas Alhambra Award for Emerging Art kicks off

• The award brings together the best emerging national artists with regards to the creation of unpublished works that transfer the spirit of the brand through a process of handicraft production reinterpreted with a contemporary twist

• After the decision of a committee of experts, the five chosen finalists will shape their work in a mentoring program and with the collaboration of prestigious artisans

• The Award will culminate with the announcement of the winner and exhibition of the works at the 38th edition of ARCOmadrid, which will be held from February 27 to March 3, 2019

• The project is part of the contemporary creation platform of Cervezas Alhambra, create/without/hurrying, which seeks to promote a point of view about life by disseminating the commitment to take the necessary time to enjoy life by experiencing it through the five senses

21 Sep 2018

Cervezas Alhambra has presented the third edition of the Cervezas Alhambra Award for Emerging Art, a project born of the special link the brand has with contemporary craftsmanship and which will be awarded at the next edition of ARCOmadrid.

For the third year running, the award has brought together the best emerging artists from the national scene to create unpublished works that transfer the spirit of the brand through an artisanal production process reinterpreted in a contemporary key, with La Alhambra and Granada as their inspiration. 

In the first phase of the prize, a Committee of Experts formed by Nuria Enguita, director of the Art Centre Bombas Gens, Iñaki Martínez , independent curator, the person in charge of the contents of the Matadero Madrid, Manuela Villa, and the curator Alicia Ventura, have analysed the proposals presented to select the five candidates who will have the opportunity to bring their projects to life; and whose names have also been announced today. 

The five finalists from the third edition are Elena Alonso, a6 - s13 c4 - r19 f1 - z26; Gabriel Pericàs, Distribución y flujo (Distribution and flow); Asunción Molinos, Dunia, Mulk, Yabarut (Earth, Sky, Spirit); Patricia Gómez and María Jesús González, Alhambra Moorish Islamic Taste and Mònica Planes, Auda De Granada. 

"The committee values the exceptional level of each of the projects that reflect, in turn, a creative philosophy shared with the values and premises of the brand. The chosen artists have incorporated craftsmanship into their work, either as a repertoire of techniques and procedures, as a source of aesthetic inspiration or within the framework of a conceptual process of reclaiming craftsmanship today", explained Alicia Ventura, Artistic Curator of the Prize, during the presentation.

The itinerary to ARCOmadrid 2019 
From this moment on, the five artists will begin a journey of learning and production that will take them on to collaborate with master craftsmen - selected for their connection with their own work, and with those who get to grips with the technique that they have chosen to reinterpret with a contemporary focus - and to get to know the intricacies of Granada and the Alhambra, as the origin and symbol of a unique exquisiteness analogous to the know-how of Cervezas Alhambra. 

In addition, each artist will have a mentor who will guide them personally, throughout the creative process, looking for the greatest potential in them and providing them with new avenues of inspiration. The five works will be exhibited in the Cervezas Alhambra space at ARCOmadrid 2019, where, in addition, one person will be adjudged the winner by a jury composed of noteworthy members of the art world at a national and international level. 

The three editions of the Alhambra Beer Award for Emerging Art highlight the special connection the brand has with contemporary creation. In this sense, the collaboration between Cervezas Alhambra and ARCOmadrid comes about naturally from shared values that seek to promote art and, in the case of Cervezas Alhambra, also contemporary craftsmanship. 

The Prize’s emotional link with the city of Granada 
The Alhambra and Granada, as well as a source of inspiration in all stages of creative development for the invited artists, is a key factor for the brand. The Prize is immersed in Granada, the city that saw the creation of Cervezas Alhambra in 1925 and that, together with the monument, has acted as a mediator regarding the essence of the brand. 

Throughout the years our goal has always been to remain faithful to the identity of Cervezas Alhambra, which is strongly influenced by its city of origin and has been built for decades thanks in large part to the love and unconditional support of the people of Granada, who have always known how to appreciate the value of their brand, their beer. 
For this reason, the Prize is strongly linked to its home town and its flagship monument, which, besides being sources of inspiration, symbolize the skills that come from know-how, the art of seduction and a unique exquisiteness. In themselves, they embody a way of understanding creativity that reinforces the exceptional connection Cervezas Alhambra has with art and crafts. 3 

The connection with the platform create/without/hurrying 
The philosophy of Cervezas Alhambra shares many values with how to interpret the lives of artists and artisans who make up part of the Alhambra Beer Award for Emerging Art. In fact, this initiative was conceived within the create/without/hurrying platform, the platform of contemporary creation of Cervezas Alhambra. 
The platform is an opportunity to transfer that way of doing things "without hurrying”, which Cervezas Alhambra has made its own, to other projects building from a singular and unique angle in all its expressions. "Against this background, the Award brings together some of the best contemporary creators in order to produce works that meet this particular process of creation, resulting in pieces that invite you to stop and pay attention to savour life with more nuances", explained Laura Quero, Consumer Director of Cervezas Alhambra, during the meeting. 
The Alhambra Beer Award for Emerging Art opens up new pathways for exploration such as the interesting binomials of innovation and tradition, concept and technique, art and craftsmanship. It also has a lot to do with the recuperation of know-how and its reinterpretation in a contemporary key and whose attributes - dedication, care, time - are in the DNA of Cervezas Alhambra. 
"Unique creations, made with dedication and care, that awaken the senses and invite you to take your time to experience more. This same philosophy has been present in the brand since its inception, both in the creation of unique beers and in the moments to enjoy them", adds Quero. 
The prize proposes to enrich the work of the creators by making them part of a network, a community, a collective experience. The winning pieces will become part of the Artistic Fund of Cervezas Alhambra, showing the will of the brand to contribute, not only to empower the artists, but also in their approach to a wider audience and the revaluation of their work.



From left ro right:

Manuela Villa, Matadero Madrid

Nuria Enguita, Centro de Arte Bombas Gens

Carlos Urroz, ARCOmadrid

Laura Quero, Cervezas Alhambra

Alicia Ventura, curator of the Award

Iñaki Martínez, independent curator