Festival Opening: igniting the spark of Swatch Cities, Madrid.

October 16, 2018

At every big event, the opening is a key moment. It’s that instant where the excitement is at its highest level. That’s why we are launching Swatch Cities, Madrid by unveiling the great surprises that have been hidden so far, in the presence of very relevant invitees that place this project prominently in the international artistic scene. The Festival Opening will mark the beginning for the new ideas that this project wants to propel. It will be an event dedicated to conferences and presentations, establishing the spark needed to ignite creativity. It will take place at the Impact Hub Gobernador (Gobernador Street, 26), the home for Madrid’s new creators, between October 22-27th.  

The stars of the Festival Opening (access is by invitation only) will be the creators who are the soul of this project. We will be counting on the curators of these creative areas and also on the brand’s leadership team.

The Creative Natives, along with their creative coaches, will present the spirit of the creative projects they have been working on for the last three months. And they will all be revealed during the festival in the form of Art Shows.



The content of the initiative focused in urban art will be by shared by artist collective Boa Mistura, who will be showing their creations inside Swatch Cities, Madrid’s project.

The main content of the Festival Opening will be led by a relevant figure in the international artistic world: Chus Martinez, who will speak about the importance of contemporary art and its new actors and disciplines as an instrument for knowledge, research, and sense-building.

Currently, Chus is the Head of the Institute of Art of the FHNW Academy of Arts and Design in Basel, Switzerland. She has extensive experience in the artistic curatorial scene, where she has acted, among other roles, as the Chief Curator at El Museo Del Barrio, New York, and at MACBA, Barcelona. She has also been the Director of the Frankfurter Kunstverein (2005-08) and Artistic Director of Sala Rekalde, Bilbao (2002–05). For the 56th Biennale di Venezia (2015), Chus curated the National Pavilion of Catalonia. From 2018 to 2020, she will be leading the expedition ‘The Current’, a project initiated by the TBA21 Academy.

Swatch’s historic path in support of art and artists will be another key part of the content for this event, with a unifying thread: the Swatch Art Peace Hotel in Shanghai. This project, consisting of international art residences, condenses and projects into the future the brand’s values and commitment to art and creation. For this purpose, two Spanish artists who have already enjoyed an art residence at the Swatch Art Peace Hotel, Irene Gil y Miguel Moreno, will be sharing their experience, and will each enhance their talks with one of their creative creations.

Irene Gil, who graduated from the School of Architecture at the University of A Coruña, explores new ways of making the city. The concept of the urban environment progression and relations with the past and the future in terms of emptiness and construction is the key to understanding her projects. Her work has been exhibited in Santiago de Compostela, Barcelona, Geneva, London, and Shanghai.


Miguel Moreno, an artist from Madrid, studied Forest Engineering where he divided his mental energies between structuralism and his irrational approach to nature. On his projects, which are landscape-oriented, he employs terms and theories associated with ecology to understand human behavior through integration, migration, interaction, freedom, or identity.

Access to the Festival Opening (by invitation only) is restricted to the creators involved in this project, international and national media, and relevant figures in Madrid’s art scene. However, you still can get your tickets now to enter the festival. Go to this web’s Program section to check the schedule and choose those events you don’t want to miss. Our capacity is limited and tickets can be sold out, so we recommend that you get yours soon. Click here to get them now.

See you soon!