From the figures of Las Meninasat decorated cows.
The streets of Madrid have once again been transformed into a kind of open-air museum with the installation of Madrid Cow Gallery. This is an exhibition that seeks to fuse nature and art in a corporeal canvas in the shape of a cow that has been used by more than thirty artists – both established and emerging and promising young artists – who have illustrated the hand-carved sculptures.
With the aim of connecting rural life with the urban identity of Madrid, the capital’s City Council has signed an agreement with Provacunothe Interprofessional Beef Organization of Spain, to highlight, through this campaign, “the commitment of the Spanish beef sector to environmental sustainability”as expressed in a statement.
The beef sector emphasizes that it aspires to climate-neutral meat production in 2050
The exhibition will remain active until December 15 and aims to invite Madrid residents and visitors to explore that connection between the countryside and the city through an artistic perspective.
As expressed by Provacuno, the commitment to the environment of cattle farmers, industrialists and beef butchers in Spain has been the catalyst to launch this urban art exhibition. “The beef sector has been working continuously for more than a decade in favor of sustainability to understand, measure and improve environmental practices throughout the value chain with transparency and in collaboration with the scientific community”they explain on the campaign landing page.
Thus, the beef sector emphasizes that it aspires to a climate neutral meat production in 2050 and we wanted to support this external communication campaign to reinforce the message.
The exhibition has had the participation of artists such as Mario Arlati, Jesús Arrúe, Eloy Morales or Rosana Sitcha, as well as students from the Francisco de Vitoria University whose students have been selected by a competition in which they have participated with more than 300 works. In addition, the project has had the collaboration of gallery owner Jorge Alcolea.
With a total of 34 sculptures of cows distributed throughout Madridthe show aspires to turn “the streets of the city into an authentic urban meadow,” as explained in the statement.
Visitors will be able to locate each of the works on an interactive map available on the exhibition website.
Once the exhibition is over, the cows will be auctioned and the profits will go to environmental purposes.
