Lateral Restaurants, the Spanish restaurant company, is offering its clients an alternative experience which combines contemporary art together with gastronomy. Such concept, Artelateral, already exists in four different restaurants in Madrid, and has enabled the company to shift from its traditional ‘tapas’ approach towards a more trendy and innovative venture, acquiring a growth in popularity. Simultaneously, Artelateral is a program that has been developed during this year in order to provide artists a new exhibition space and support young talents. This new patronage model enables clients to visit the exhibition spontaneously in a day-a-day experience. The program develops rotational exhibitions every three months and works with 17 different artists. These fantastic group exhibitions have been curated by three Spanish specialists in this market sector, Almudena Cruz, Blanca Uría and María Mallol. The exhibitions have an important presence of Spanish artists. However, there are some international talents participating in Artelateral who provide Lateral with an international caché. A good example of this is Eduardo Marco, whose photographies are exhibited at Lateral in Paseo de la Castellana nº89, Madrid (image below). The photographer Eduardo Marco is a Brazilian artist, who lives in Madrid, and is becoming more popular every day in the international contemporary art scene. His work is currently represented by Betty Guereta Gallery in Madrid. Nonetheless, his photographies are not only promoted through art galleries, but through alternative exhibitions spaces as well. Such locations include the Lateral restaurants. This new concept ,where art is addressed to a broad range of public, is currently entering the Spanish art market. Such fact will start to change the patronage in the country, which mainly depends on galleries, introducing new exhibition spaces and slowly building a more dynamic market. From Beyond Arting we truly believe in this concept and we will work on making this possible. Have a lovely weekend!
By Beyond Arting team | Published 19 July, 2013