Peru had a noteworthy participation at ARCOmadrid 2019, the most important contemporary art fair in Spain and one of the most important in the world. As a guest country, the Peruvian representatives carried out a wide range of cultural, touristic, culinary and investment activities during the five days of the exhibition, whose institutional stand was the meeting point for a large percentage of the more than 100 thousand visitors who attended the fair.
The Peruvian space depicted an Amazonian maloca in which 5,000 years of visual elements were captured, from Caral to the present day. In addition, we had the participation of 24 artists represented by galleries, and an intense parallel program in the main cultural centers of the Spanish capital, where pieces from more than 200 Peruvian artists were exhibited.
The King and Queen of Spain, Felipe VI and Letizia, visited our stand. Both were accompanied by the President of Peru, Martín Vizcarra, as well as the Spanish Prime Minister, Pedro Sánchez.
The large turnout was taken advantage of to carry out various promotional activities for the country. Thus, the Peru Gastro Lounge – managed by Peru’s Foreign Trade Office (OCEX) in Spain and Atrápalo – served pisco-based cocktails and Peruvian dishes, far exceeding the expectations of the organizers.
As part of the parallel program, the most important cultural centers in the capital, such as the Prado Museum, the Reina Sofía Museum, Matadero, Conde Duque, Fundación Telefónica, CentroCentro and Casa de América, among others, received artwork by Peruvian artists, and as such the word on the street was that Peru had "taken" Madrid, thanks to its broad and modern cultural offering.
Other noteworthy exhibits included the Nasca exhibition, the Amazonías exhibition, along with the creation of a Kené mural by Shipibo-Konibo artists and the Amauta exhibition. Moreover over 600 people attended the Electro-Amazonian party in the Matadero cultural center, which was sponsored by Cuzqueña beer.
PERU TAKES MADRID
These events at ARCOmadrid were complemented by activities of the Peruvian businesspeople with potential Spanish investors who participated in the InPerú roadshow, in which 750 Spanish businesspeople were known to have participated, holding more than 40 meetings over two intense days of activities.
Furthermore, PROMPERÚ organized tours with the main Spanish travel agencies, especially high-end ones, to show them a different side of Peru as a destination with a contemporary cultural outlook.
This Peruvian presence in Spain, the main source of European tourists in our country with a high repetition rate, was an excellent opportunity to promote Peru among potential tourists.
ARCO Madrid is one of the most consolidated contemporary art fairs on the international scene with the participation of galleries from all over the world. For the event, an important advertising campaign was deployed in the city's major streets and subway stations, with a view to promoting the best of the country to passers-by, and also the thousands of tourists who visit the Spanish capital.
This participation was made possible thanks to the General Directorate for Cultural Industries and Arts of the Ministry of Culture, PROMPERÚ, Peru’s Foreign Trade Office (OCEX) in Spain, the Ministry of Foreign Affairs and the Embassy of Peru in Spain.