Liquitex at Art Madrid'25: Breaking Creative Boundaries

Since 1955, Liquitex has been synonymous with evolution, innovation, and pushing boundaries in the world of art. With an unwavering passion for creativity, it has supported artists from all disciplines, providing them with the necessary tools to transform their imagination into reality. Its commitment to art and experimentation has made it the brand of choice for those seeking the highest quality and expressive freedom in their work.

LQX.Brand equity. Acrilic Gouache product in use.

Unlimited innovation and creativity

Liquitex has revolutionized the world of acrylics by offering products that combine technology, versatility, and a spectrum of vibrant colors. Since the invention of the first water-based acrylic paint, the brand has continued to innovate with high-performance formulas, developed to give artists the greatest control over their creations. Each product is designed to stimulate artistic boldness and allow every work to come to life with intensity and limitless expression.

LQX. Brand equity. Basics fluid lifestyle.

More than just materials, a source of inspiration

The Just Imagine philosophy of Liquitex encourages creators to challenge boundaries and explore the infinite potential of their imagination. It’s not just about paints, but tools designed to unleash creativity. Each brushstroke with Liquitex represents an opportunity to break the mold, experiment, and express art without limits.

LQX Brand equity. Sophie Derrick painting on canvas

Just Imagine: The freedom to create

Liquitex invites artists to ask themselves: what would you create if you knew anything was possible? With the Just Imagine initiative, the brand encourages leaving limitations behind and exploring new forms of expression. This concept reinforces its mission to celebrate creative boldness and provide every artist with the means to bring their vision to life without restrictions.

Liquitex paints and tools are not just materials, but catalysts for limitless imagination. With each stroke, each color blend, and every experiment on the canvas, a world of possibilities unfolds. Creativity knows no boundaries, and with Liquitex, artists can dare to explore unknown territories and bring their most innovative ideas to life.

LQX. Brand equity. Inks lifestyle.

Liquitex: Empowering emerging talent

As part of its commitment to art and innovation, Liquitex joins Art Madrid'25 as the sponsor of Open Booth x Universidad Nebrija, a platform designed to support emerging talent. Through this collaboration, Liquitex provides materials and support to young artists, offering them a space to experiment and present their works in a professional setting.

The highlight project of this edition, Bajotierras/Sobrenubes (DEL OSO, UN PELO), led by artist and professor Luis Gárciga Romay, explores the interaction between urban and natural environments. Thanks to Liquitex, the participants have access to the best tools to freely and expressively bring their ideas to life, proving that art is a vehicle for limitless transformation.

At Art Madrid 2025, Liquitex strengthens its commitment to the artistic community by supporting initiatives that foster exploration and emerging talent. Its presence at this event reaffirms its role as a catalyst for new ideas and projects, demonstrating that art knows no boundaries. Whether you're an established artist or an emerging creator, the invitation is open: dare to explore, imagine, and transform reality with Liquitex. Because when the only limit is imagination, everything is possible.

LQX. Brand equity. heavy body product in use.

ABOUT LIQUITEX

The world-leading professional acrylic brand Liquitex joins Art Madrid'25 as a sponsor, driven by its commitment to empower artists and support contemporary creation through the second edition of Open Booth x Universidad Nebrija. For this reason, in the 20th edition of the fair, it reinforces its mission to help everyone experience their own creative energy, inviting them to imagine and tell stories through art. The American brand Liquitex is celebrating its recently received B Corp Certification, which not only allows it to join and be part of a global community of companies with a common goal but also marks an achievement that undoubtedly represents and highlights the brand's long-term commitments. These commitments include artistic excellence, sustainability, social responsibility through the support of various communities (artists, workers, and local groups), and transparency in its business model. Liquitex will continue to work tirelessly every day on new projects and product development. Remaining true to its principles of innovation and quality, the brand seeks to be a driver of positive change in society and for the environment, leaving a more positive impact on the future of all.

RAÍCES AFUERA. PERFORMANCE CYCLE X ART MADRID'25

Art Madrid celebrates twenty years of contemporary art from March 5 to 9, 2025, at the Galería de Cristal of the Palacio de Cibeles. During Art Week, it becomes an exhibition platform for national and international galleries and artists. In this edition, with the aim of providing a space for artists working in the realm of performance art, the fair presents Raíces Afuera, a performance cycle that explores notions of belonging and the need for rootedness in a contemporary world marked by fragmentation, displacement, and disconnection. Positioned within the fair as a critical and reflective space, the project challenges the individual’s relationship with their environment, community, and sense of identity.

PERFORMANCE: EL PESO DE LA CIUDAD LO LLEVO CONMIGO. BY AGUSTINA PALAZZO

March 9 | 17:00h. Galería de Cristal of the Palacio de Cibeles.

El peso de la ciudad lo lleco conmigo. Agustina Palazzo. Peformance documentacion. 2025.

The current urban landscape represents an environment saturated with symbols of modernity and technological “progress.” The television and radio antennas, which hover over rooftops, embody much more than their technical function. They emerge as markers of change, connecting generations to a global world, transforming urban life into a web of communication and entertainment.

This modification of the urban landscape has direct implications for the contemporary body, a body defined and altered through technology and its relationship with the environment. As Laura Barros Condés says in Habitar(se), “Technology has become an intrinsic part of individuals, largely through the body.”

Space itself is an organism that intervenes in the body. We experience an environment through the body, and inevitably, this relationship influences our way of connecting physically and psychologically, as well as the process of constructing identity. The body is defined and altered through its relationship with the environment.

The antennas, these inanimate objects that hover over the urban landscape, represent a powerful metaphor for an era saturated by technological mediation. Their abundant presence points to the paradox of connectivity that, while promising to unite us, fragments our attention and collective experience. As unnoticed monuments, they invite us to reflect on how technology redefines cities and our relationship with them.

El peso de la ciudad lo llevo conmigo seeks to make visible contemporary oppression—how industrialization, urbanization, and digitalization condition the construction of identity, stripping individuals of a vital connection and leaving an existential void in a body that inhabits the saturation of the urban landscape.

Radiorator II. Performance documentation. 2025. Agustina Palazzo.

ABOUT AGUSTINA PALAZZO

Agustina Palazzo (Córdoba, Argentina, 1992) is a multidisciplinary artist from Córdoba, Argentina. Based in Barcelona, her practice spans art, education, and cultural management within the context of the digital world and new technologies. Her work oscillates between the critical and the poetic, using emerging themes and technologies as creative tools in performance, sound design, and installation. Her artistic research is nourished by the relationship between communication, human behavior, and new technologies, creating experiences that question the boundaries of human behavior and the digital realm. She has participated in solo and group exhibitions, festivals, and residencies across Latin America and Europe. Some of her notable engagements include IMMERSIVA at Espronceda, Institute of Art and Culture (ES), Tsonami Sound Art (CHILE), Rake Community, art and research platform (UK), SONAR + D (ES), LLUM (ES), Teorema (ES), 220 Contemporary Culture (AR), Millesuoni (IT), Espai 19 (ES), among others.

Agustina Palazzo's work focuses on human behavior, desires, and misunderstandings, exploring the contradictions of the contemporary crowd caught between technological refinement and moral erosion in fragmented attention spans. It swings between the critical and the poetic, inspired by science fiction, utopia, and dystopia, but with an emotional sensitivity anchored in the present. Her practice moves across performance, installation, video, sound, and archive, using technology not only as a tool but as a symbol of a social and political condition.

Taking advantage of its poetic dimension, she blends digital and analog techniques with everyday objects, stretching their meanings. Sound and radio are recurring elements in her quest, but her language is expansive, crossing through the visual, performative, and sonic. Experimentation, process, and critical reflection are the core of her practice, inviting the viewer to question their relationship with the digital and the real.