The cuban artist Rachel Valdés has created an artistic installation for the first time in a clothing store, a claim to get young people to approach art with its own instruments: technology.
After exhibiting his work times square and to position his pieces in private and public collections such as The Donald Robin Foundation or The Rockefeller Brothers Foundation, Valdés has faced the challenge of creating an immersive space in an environment for young people, a claim for the new store that Stradivarius will open tomorrow in the Building Spain, in the renovated Plaza de Spain from Madrid.
MEDIA | Rachel Valdés presented this morning in Madrid her immersive work in the new Flagship concept… https://t.co/yA0ZpgaVDh | #leonesp #leonews
– Leonoticias (@leonoticias_) April 7, 2022
For a month, you can visit Eternitythe new immersive work by Rachel Valdés (Havana, 1990), current ambassador of the Stradivarius Meets ART project, an initiative with which the firm supports new emerging talents from different disciplines.
Accustomed to exhibiting at biennials and in spaces linked to the art, Valdés has pointed out this Thursday in a talk with the Efe agency that the project has been a challenge because it is aimed at an audience that is not used to it, but he hopes to be able to “catch their attention.”
In a room lined with mirrors, a succession of images that have to do with nature follow each other wrapped in surround sound in lomb frequency.
«I like to provoke states of presence in such a busy world. I intend for people to connect with the piece », she explains, a call to attention to the pause in one of the main arteries of the capital.
Cuban artist Rachel Valdés returns to the Madrid Contemporary Art Fair
For Valdés, “the spectator is a co-creator of the work” because he offers each one different perceptions and generates “different states of mind” through visual and sound resources with which he creates “a parallel reality”, an experience immersive that invites dialogue “with oneself and with space”.
A work that has to do with the technology, «a wake-up call to the new generations. A way of bringing art closer to them using their own instruments », he points out.
With this new space, the young fashion brand continues to focus on sustainability with a greater presence of materials of natural and sustainable origin such as cement or lime, of mineral origin, used in the texture of various walls.
The fabrics used in the fitting room curtains are 100% recycled from waste from the textile industry.
