Cervezas Alhambra has presented the second edition of the Cervezas Alhambra Award for Emerging Art, a project born of the special bond between the brand and contemporary craftsmanship. For the second year running, the award has brought together the best emerging artists from the national scene to create original works that embody the spirit of the brand using a contemporary interpretation of the crafted production process, and the Alhambra and Granada as their inspiration.
In the first phase of the award, a Committee of Experts made up of the museum directors Juan Antonio Álvarez Reyes, from Centro Andaluz de Arte Contemporáneo (CAAC), Iñaki Martínez, from Museo de Arte Contemporáneo de Vigo (MARCO), Manuela Villa, responsible for the contents of Matadero Madrid, and the curator Alicia Ventura, analysed the 20 proposals presented to select the five candidates who will be given the opportunity to execute their projects. Their names, announced today, are: Marta Fernández Calvo, Gloria Martín, Carlos Monleón, Guillermo Mora and Kiko Pérez.
“The Committee members very positively rated the high standard of the projects. The creative philosophy of the artists selected connects with the values and premises of both the initiative and the brand: creators that use craftsmanship in their works, whether in the repertoire of techniques and procedures, as a source of visual inspiration or within the framework of a conceptual process that recognises craftsmanship in the 21st century”, according to Alicia Ventura, Artistic Curator of the Award, during the presentation.
The journey to ARCOmadrid 2018
From this point on, the five artists will begin a learning and production journey that will lead them to collaborate with master craftsmen -selected for their connection with the artists’ own work, and with whom they will explore the technique they’ve chosen, before reinterpreting it with a contemporary twist. They will also get to know the ins and outs of Granada and La Alhambra, as the origin and symbol of a unique beauty, akin to the know-how of Cervezas Alhambra. In addition, each artist will have a mentor who will personally guide them throughout the creative process, seeking to bring out their maximum potential and endowing them with new sources of inspiration.
The five finished works will be exhibited in the Cervezas Alhambra space at ARCOmadrid 2018, where the winner will also be announced by a jury made up of eminent members from the national and international artworld. The Cervezas Alhambra Award for Emerging Art will be endowed with 15,000 euro for the winner and four secondary awards endowed with 4,500 euro each, to support the artists’ work and the execution of the works themselves.
The collaboration between Cervezas Alhambra and ARCOmadrid, one of the main contemporary art fairs on the international circuit and the most important in our country, is the natural result of our shared values that seek to foster art and, in the case of Cervezas Alhambra, contemporary crafts too.
The emotional bond between the Award and the city of Granada
The second edition of the Cervezas Alhambra Award for Emerging Art will extend the official programme of activities with the first exhibition to be held in Granada. In addition to providing a source of inspiration in all stages of the creative development of the selected artists, La Alhambra and Granada are a key touchpoint for the brand. The Award is immersed in Granada, the city that witnessed the birth of Cervezas Alhambra in 1925 and which, together with the monument, has coloured the brand’s essence.
The bond and support for contemporary creation
The Cervezas Alhambra philosophy shares many values with the way artists and artisans see life: a lifestyle that invites them to stop and take the time necessary to appreciate and enjoy all the details of the works. “Under these premises and as we delved deeper into the origin of Cervezas Alhambra, the clearer the affinities between the brand essence and the way the creative process of other contemporary art forms is approached became to us”, explained Laura Quero, Consumer Director of Cervezas Alhambra, during the encounter.
The Cervezas Alhambra Award for Emerging Art opens up new pathways for the exploration of relationships as interesting as innovation and tradition, concept and technique, art and crafts. It is also strongly related to recovering know-how with a modern twist, the attributes of which, dedication, care and time, form part of Cervezas Alhambra’s DNA.
“The unique creation produced with dedication and care, is the creation that elicits an emotional response, rather than being explained, it is felt. This same philosophy has marked the brand since its origins, both in the creation of unique beers and moments to enjoy them”, adds Quero.
The award proposes enriching the work of the creators by engaging them in a network, a community, a collective experience. The winning works will go on to form part of the Fondo Artístico de Cervezas Alhambra, a permanent collection that reflects the brand’s desire to contribute, not only to the promotion of the artists, but to bringing them closer to a wider public and revaluing their work.