The Urvanity Projects platform has just signed an advisory agreement with CALEIDO, the new real estate project that will be launched in Madrid at the end of 2020, through which they will help create a space full of color that aims to be the epicenter of urban art in the city.
In addition to changing the skyline of the Spanish capital, CALEIDO wants to be an open-air museum in the Paseo de la Castellana, and bring to the public the work of artists who are revolutionizing contemporary art and its different expressions, such as muralism, postgraffiti, the specific installation or the new pop art.
And for that it could not count on better allies: the content platform and curator dedicated to the promotion of new contemporary art (with consolidated projects with companies such as Iberia, Swatch or Tuenti) and responsible for the URVANITY international fair, which is already preparing its fourth edition, from February 27 to March 1, 2020.
Urvanity joins the project to "contribute, through art, to create a space with unique experiences and reference". And it will promote a curated program with a great offer and diversity of cultural proposals. The different actions will be carried out both in the areas of the commercial area and in blind facades, squares and in the areas of the park.
Both companies will work together "in favor of culture, filling the common areas with color, content and sensations". The agreement highlights the importance that CALEIDO will grant to the creation, positioning itself as a new destination in the capital for art lovers.
CALEIDO is one of the most important real estate projects in Madrid and expects to receive more than 3 million visits every year. The singularity of the project, its location (in the Cuatro Torres Financial District) and the dynamics of the activities to be developed (contemporary art, fashion, gastronomy, education, health, sports and leisure) will make this space a unique reference point in the capital.
The future complex, which will invest 300 million euros, consists of a vertical building of 35 floors that will house the Instituto de Empresa (IE), with the first university campus in height of Spain, and a second horizontal building in the base, with 4 floors above ground and 17 meters high, in which the Quirón Salud Group will manage an advanced medicine center.