Art as a way of life

How did you get into the art world? I believe that everyone who enters the art world is first a collector; they begin to become passionate about painting, sculpture, or whatever they like, and little by little they get to know the medium, the operating system of galleries. I was a collector and I realized that there were some shortcomings in the sector. First, I tried to help some young artists who seemed interesting to me. I did a bit of patronage at first. And then that evolved into a gallery, then a larger gallery, and now it is my life and professional project.

How has gallery management evolved? The world of galleries in the digital age is completely different from what we had known before the digital age. Nowadays, information travels fast, and people can see everything that happens in the world through the internet. What was needed was a much more integral gallery model. To be able to offer the client something more than art pieces: a concept, a style, a way of life. Something that goes beyond plastic art, which is why we have incorporated architecture, design, furniture. What we sell is a broader idea of the concept of art. In that, I believe we are a somewhat atypical gallery. Although today it is a trend that is gaining ground. Many galleries are entering this because they understand that there is no longer the surprise of what you present in an exhibition, because it has already been seen previously through social networks. And what they propose is a more integral and global concept.

How have you managed to gain visibility in the international market? As the gallery has grown and we have been able to undertake increasingly larger projects, incorporating more important artists and pieces, the gallery has gained international recognition, which was something very important to us. Today, 60% of the gallery's market is outside of Spain. This is a very important element for us. It is a gallery model that is being observed with attention.

How is the gallery world right now? What stage is it in? If we talk about galleries in Spain, it's one thing, and if we talk about galleries outside, it's another. In Spain, the art market is small. There are few collectors, few connoisseurs, and little criticism. It's difficult to create a status for important artists. This leads to a certain bewilderment. The Spanish gallerist has to understand that their market is the world. And you can only survive if you make a broad and clearly international offer. We do about fifteen fairs a year. We are present in Paris, London, New York, Stockholm, Miami… And that makes the base of clients and people who know the gallery increasingly broad. If you don't internationalize, it's very difficult to survive with the domestic market. Very difficult!

Why? Are there no more collectors? Is little art bought? After the crisis, everything changed. From 2000 to 2008, there was a strong, powerful collector who invested a lot in art, and after the crisis, this disappeared. Now there is a new client, between 35 and 45 years old, with less purchasing power than before but perhaps with greater curiosity, who bets on new and emerging artists. The market changes and has become very democratized. Nowadays, everyone is a potential art buyer.

What is your relationship with the artist like? What is your role? I try to play devil's advocate, to say what I think is wrong. Not so much to applaud success, which is the artist's merit, but I do warn when I think there is something that unfocuses their work or that gets lost in their own discourse. Although sometimes the artist doesn't like it and causes more conflicts than anything else. But I believe that the gallerist's role is to get ahead when you see something that isn't working. Afterwards, the artist pays no attention, and if they consider that to be the way, I support and defend them. I am a gallerist who gets into the artist's kitchen.

You often refer to the concept of "simplicity." Why are you so interested in simplicity? It's one of the gallery's lines. Simplicity in all aspects. I like simplicity in the production of artists' pieces and in their presentation. I like the link between the artist and us, and us and the client, to be straightforward and simple. I believe there should be no impediments or barriers. It's about facilitating and making it possible for the person who observes and feels a desire to achieve it. I really like the concept of simplicity, not only in art but also in life. Simplicity is something basic for things to flow and work.