etoy.ART-INVASION ON PLAZA COLONTHE LEGENDARY ART CORPORATION "etoy" INVADES HISPANIC MARKET TERRITORYOFFICIAL PRESS RELEASE

 In the context of ARCO 04, one of the five most important commercial art fairs in the world, etoy takes its aggressive business model for high risk art investors to the next level. Invited as guest artists in the "Madrid Abierto" program etoy.CORPORATION installs its mobile head quarter, studio and internet node in the heart of Madrid to perform a commercial experiment on the edge of reality.

Two etoy.CARGO-TANKS will land on Plaza Colon during the night of January 29th/30th 2004. Touch down is expected for 00:00:00 CET. FOTO OPPORTUNITY: Crew members, etoy.TANKS, giant cranes, police escort and machinery will be available between 23:30:00 and 02:00:00 CET. etoy, famous for subversive PR stunts like the digital hijack (1,5 million online art hostages in 1996) or the online clash with the American 10 billion dollar corporation eToys inc. in late 1999 (TOYWAR, with 4 billion dollars the most expensive performance in art history), won several international art awards and regularly appears in popular media channels such as CNN, WIRED NEWS, WASHINGTON POST, NZZ, TATE PUBLISHING, EL PAIS etc. Between February 5th and 22nd 2004 15 etoy.AGENTS from Italy, the USA, Germany, Switzerland, Belgium and Spain aggregate in the physical world  to operate a spectacular, living art installation on Plaza Colon. Dressed in their uniforms and equipped with identical high tech tools the etoy.CREW will conduct an art industry analysis to explore the acceptance for a different kind of culture economy. The  fundamental  question is: are collectors, galleries and the Spanish population ready to move away from traditional object ownership (paintings, photography and sculptures) and authorship (masters / stars) in order to test an alternative art production system agent.MARCOS / etoy.CFO: "it is time to question the established models of cultureconomical exchange". THE EXPERIMENT: etoy.CORPORATION offers to participate in an open artwork that is not defined or produced yet. Collectors visiting the ARCO art fair (Feb 12. to 16. 2004) as well as common people in the city (on Plaza Colon from Feb. 5th to 22nd) who normally don't buy art will have the opportunity to purchase etoy.

SHARES. Six different investment packages (from 2 euros to 30.000 euros) allow participation in a very special art work.

etoy.CORPORATION will use all investments acquired in Madrid to create and document concrete cultural value in the Hispanic market within the next 5 years (scale and locations depend on the volume and strategic partners). For their investment the cultural shareholders get the right to vote on project proposals and resolutions. etoy.CORPORATION is organizing the development process and serves as the information hub to coordinate the world wide planning and production. etoy's advanced internet voting system, specific etoy.BLOGS and etoy.CHATS as well as many years of experience guarantee maximum impact (TRACK RECORD: www.etoy.com). The new owners of etoy (already 2500 people participate world wide) will finance, produce and control the Spanish etoy.PROJECT. Their contribution and ownership is certified by a shareholder card and/or a unique etoy.SHARE-CERTIFICATE (see samples on  http://secure.etoy.com/ or on www.etoy.com) that gives them access to internal reports and voting procedures for all future etoy.OPERATIONS. disclaimer: etoy.CORPORATION is a global corporate sculpture to share culture profits instead of maximizing financial wealth. etoy is a registered trade mark of the etoy.VENTURE association. Past success cannot guarantee future performance. Share redemption strictly limited.

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MADRID ABIERTO INFORMATIVE NOTE ON THE REMOVAL OF THE INCA’S MONEYBOX, BY ITS AUTHOR, Jota Castro.

Madrid Abierto is an international programme of temporary and ephemeral artistic interventions in Madrid’s public areas. Public art uses different means and strategies to activate public space, reflecting on our political, social and cultural background. Public art does not consist of previously elaborated works of art as if the street was a gallery or museum.

In the five editions, Madrid Abierto has produced a total of 55 interventions , some of which have been subject to graffiti, have suffered deterioration due to weather conditions or to people’s actions, removed by mistake or simply have disappeared. Every artist dedicated to public art is aware of this and even expect this level of irresolution and interaction with their interventions.

On the 6th of February the Incas’ moneybox, by Jota Castro was installed under the bridge of Juan Bravo. The next morning at10am authors of State of Exception project, located just across the street, alerted on its disappearance. The organizers (Cultural Association Madrid Abierto) started looking for it and alerted local services that found it, pulled out from its basis and thrown away. It had been recovered and was being kept in a municipal deposit without relevant damages.

Minutes before the press conference, in Cultural Centre de la Villa at 12am, to present Madrid Abierto, we personally told about the recovery with the satisfaction of its author who, obviously upset by the situation had also talked to those responsible for City Hall’s cultural projects and the general management of archives, museums and libraries of Comunidad de Madrid, as well as with Altadis Foundation, main sponsors of the event.

During the programme presentation and when one of the curators mentioned the incident and the immediate reinstallation, Jota Castro asked for permission to speak. In his intervention he read a text written for his piece and announced that due to lack of respect to his art he was to remove his piece, saying that he would do a performance, which consisted basically of establishing a comparison between what he thought about the incident and the explanations that had been given to him: he wrote on the presentation’s promotional poster, he stepped on it and dragged it around the floor, repeating that he would remove his piece. Madrid Abierto’s management publicly accepted the removal. This artist’s intervention, No more no less, has been carried out as expected and with Jota Castro’s conformity, which he has expressed to the curators.

 * Photograph: Manuel San Frutos

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SPANISH REPUBLIC’S BLACK FLAG PRESENTATION CEREMONY. PROJECT BY SANTIAGO SIERRA FOR MADRID ABIERTO 2008

Date:      Martes, 12 de Febrero de 2008

Time:   19:30 h.

    Location: Auditorium of the Reina Sofia Museum of Modern Art

    (Sabatini Building, entrance C/ Santa Isabel, nº 52).

 In the V edition of MADRID ABIERTO 2008, next Tuesday 12th of February Santiago Sierra’s project Spanish Republic’s black flag will be presented.

In the event, which will take place in the Reina Sofia Museum of Modern Art, will participate Jose Luis Corazon, philosopher and critic, Fabio Rodriguez de la Flor, art critic and essayist, along with Pablo España, curator of Madrid Abierto 2008 and member of Democracia.

These experts will present a Spanish republican flag embroidered in black string and cloth by artisans from Munich, project by Spanish artist Santiago Sierra, who has been selected among the 13 public interventions that are part of Madrid Abierto’s fifth edition.

The event will start off with the black flag as “anti-symbol” to create a discussion on the consequences that the II Spanish Republic’s failure has had in our contemporary historical context. These consequences will be analyzed on many levels: historical, political, philosophical and aesthetical.

Free admission. Capacity: 144 people.

For further information:Marta de la TorrienteTel: 91 524 02 19This email address is being protected from spambots. You need JavaScript enabled to view it.www.madridabierto.com

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