Virtual Gallery

Basic information

Project Title

Virtual Gallery

Full project title

Art to Reclaim / Reinvent / Reimagine / Revitalize / Spaces

Project Description

Virtual Gallery is a digital community with 500+ local artists.The initiative emerged during the lockdown period to showcase the work of a sector severely affected by the pandemic, applying a cooperative logic that increased its visibility and multiplied its opportunities.This social initiative continues to grow and is currently exploring the physical dimension of artistic exhibition through ingenious interventions in unconventional spaces to highlight their potential and ignite positive changes

Geographical Scope

Local

Project Region

Zaragoza, Spain

Urban or rural issues

It addresses urban-rural linkages

Physical or other transformations

It refers to other types of transformations (soft investment)

EU Programme or fund

Description of the project

Summary

Virtual Gallery (VG) serves a triple purpose: creating new opportunities for local artists, harnessing the potential of art as a transformative tool for unconventional spaces, and promoting community dynamics that inspire positive changes. The recent physical intervention focused on revitalizing local markets, currently displaced by changes in consumption habits and the presence of large retail chains, bringing together and inspiring a diverse, creative, and multidisciplinary community with the potential to restore traditional markets to their role as vibrant meeting spaces. Focused on San Vicente de Paúl Market (Zaragoza, Spain), an almost vacant building of over 1000 m2 in the historic center, with only 6 stalls open out of 14 planned and an upper floor in a state of semi-abandonment, this action aligned with Axis 3. It prioritized artists, traders, neighbours, and, at the same time, creatively recovering degraded spaces to encourage new uses adapted to the community. In the devised strategy, VG integrated CuartoMitad Fest (Ignite NEB Event), the creative ideathon promoted by the EIT Community. Both initiatives played together, where VG played a crucial role in recruiting creatives for the ideathon and the ideathon, in turn, fueled the generation of ideas for revitalizing the space. Our main goal was achieved: revitalising these markets as drivers for local economy and creativity and expanding solutions to other locations. Nearly 70 artists and 52 creatives with diverse backgrounds joined, 200 artworks were exhibited, and over €2000 were mobilized in art collecting. NEB values were endorsed, citizens interacted with the ideas of Cuarto Mitad Fest and proposed their own through Virtual Gallery as well. Post-event, retailers noted increased sales, the community reengaged in local commerce, two markets are keen to host the experience, and Zaragoza City Council plans to repurpose the market's first floor for the Markets Area headquarters, fostering citizen initiatives

Key objectives for sustainability

Virtual Gallery (VG) incorporates into its approach and the essence of its interventions a commitment to environmental sustainability through the promotion of the circular economy and the implementation of solutions that reduce the environmental impact of human activities. The actions that were implemented can be summarized as follows: there was a commitment to the use of recyclable packaging; artists participating in Galería Virtual -who were not previously acquainted- were connected to encourage the use of shared transportation to attend the collective exhibition organized in Zaragoza; all packaging materials used for the protection of artworks were preserved and reused later, thus generating no waste. For the exhibition's design, an ingenious solution was applied, specifically devised for the space to be intervened, using over 300 fruit crates. These crates served as supports for the artworks, defined the open layout of the space, outlined the path for visitors, and highlighted the whole insides of the production chain.
Through this initiative, Virtual Gallery intentionally chose a discarded, dirty element stored in an industrial warehouse, seemingly without purpose beyond occupying space until the next fruit harvesting and distribution season. Virtual Gallery reclaimed and celebrated this object to the status of a flagship and the DNA of the exhibition. The more than 300 recovered fruit crates emphasized the identity of the local market, offering a unique and surprising experience, repurposing their storage and transportation function and finally, serving as a basis for artistic expression and integrating with the art in an original and coherent way.
The exemplarity, beyond promoting the circular economy, is based on two premises that are fully aligned with the first of the values of the NEB: promoting local commerce and highlighting local art, encouraging the purchase and sale of artworks, and showcasing the talent of local artists to reclaim common spaces

Key objectives for aesthetics and quality

Virtual Gallery transformed a semi-abandoned empty space used as a storage room, into a beautiful, fresh and vibrant place. Drawing inspiration from the colors of fresh products and fruit crates, we connected with the inherent qualities of the space, highlighting the extraordinary beauty found in the everyday. The design intervention encompassed all areas, dressing up the facade and coloring the entrance to welcome the over 3000 people who visited the market those days.Motivational phrases were placed on the market floor, at the feet of the stalls, allowing people to read messages like "we are innovating," "my market" or "buy local" as they walked over them. A 3m-high post-it wall collected the wishes of all those who approached, youngsters and elderly, families... Today, that wall endures, still gathering initiatives and proposals for change.The upper floor, the main area of intervention, displayed a 14m long and 3m high slogan that read "Local is Better." Two illustrated canvases of 35sqm each were commissioned to dress the roofs of the market stalls. In addition to the 180 art pieces, the market was adorned with 3m high portraits of day-to-day customers. This strategy aims to foster a sense of belonging that celebrates the community that gives meaning to the space by arousing curiosity among visitors, sparking anecdotes and making people look for themselves in the pictures inviting their families, friends and relatives to do so with them.The atmosphere was one of celebration, not only for the hope of reclaiming a space but also for the affectionate memories of what it meant for previous generations by respecting the essence and beautifying its nature. All the graphic intervention done at San Vicente de Paúl Market endures to this day and was conceived to be so. Design not only to illuminate but design to last. Today, what was created embraces not just the celebration of the possibilities of an empty space but also adorns and embraces the new reality it has become

Key objectives for inclusion

97% of artists are excluded from major commercial circuits, urgently in need of spaces and exhibition opportunities. It's imperative to usher in a normalization of art transactions, involving transparent pricing and refining industry practices. VG achieves this by providing a platform that not only facilitates art commerce but also contributes significantly to art awareness. In this digital realm, artists engage and learn from each other. The project's digital layer acts as a democratizing force. Here, all artists, regardless of background or experience, enjoy equal opportunities.The cooperation acts as a multiplier, leveraging the collective strength of its members to amplify their impact. VG breaks down age barriers, bringing together artists ranging from 16 to 69 years old, creating a rich tapestry of artistic maturity and styles.VG firmly believes that diversity is an essential element that enriches and inspires. Inclusivity extends to embracing a wide range of artistic styles and mediums. Participation is open to anyone dedicated to the professional pursuit of art. Gender parity is a reality. In the latest edition 53% were women and 47% men. This balance is a testament to the commitment to provide equal opportunities. The platform ensures global accessibility. It accommodates various artistic mediums, facilitating direct interaction between artists and their audience. VG is not just a showcase; it is a dynamic, living space that supports various artistic styles and ensures continuous support beyond mere exhibitions. It's a community, a hub where artists find not just a platform but a network, a collaborative space that nurtures creativity and ensures that art goes beyond the confines of traditional exhibition spaces. In essence, Galería Virtual stands as a testament to the transformative power of inclusivity in the contemporary art world. It goes beyond being a platform; it is a movement, a force that redefines how we perceive, appreciate, and engage with art.

Results in relation to category

In the category applied for, the project has demonstrated the following: The intervention in San Vicente de Paúl Market led to a remarkable transformation. The market, once almost vacant, witnessed increased footfall, with citizens rediscovering the joy of local commerce. Retailers reported heightened visits to their stalls, resulting in increased sales and a revival of the market as a vibrant communal space.
3000 visitors. 52 creatives. 70+ artists. 200 small and medium-sized artworks. The project mobilized over 2000€ in art collecting, directly benefiting the artists. The project successfully engaged the local community, inspiring a diverse, creative, and multidisciplinary gathering. Citizens were actively involved in the project through initiatives like the collaborative mural, sharing anecdotes about the market, and participating in the post-event dynamic of VG. The intervention positively influenced the local economy by rekindling interest in local commerce. The success of this endeavor prompted 2 other markets to express interest in replicating the experience, showcasing the project's potential for broader impact. The City Council plans to repurpose the first floor of San Vicente de Paúl Market, installing the headquarters of the Markets Area. This reflects the recognition and endorsement of the project's positive impact on local markets. The engagement of civic initiatives further demonstrates the project's influence on city-level decision-making. VG's inclusive approach facilitated cultural exchange and learning. With participants ranging from 16 to 69-year-old, the project encouraged interactions between different generations, fostering a rich mix of artistic styles and perspectives.In summary, VG has not only achieved its specific goals but has also had a broader impact on the community, local economy, and city planning. The results are indicative of the project's capacity to serve as a replicable model for market revitalization and community engagement.

How Citizens benefit

The commitment of Virtual Gallery to promote citizen participation was paramount. People are at the core, and the project exists for and with them. Neighbours were not mere observers but active participants in both the execution and maintenance of the initiative. They had the opportunity to contribute ideas for new uses through a collaborative canvas for inspiration.The initiative aimed to illuminate a degraded and unconventional space, encouraging the community to perceive it as their own and envision new uses—ones that are healthy, beautiful, inclusive, and tailored to their needs. Local talent, often lacking similar opportunities, gained visibility, and citizens supported their artists economically by purchasing local art. Retailers were involved and actively contributing since the earliest stages of the project.Neighbours took center stage in space design, actively contributing to the creation of new narratives by sharing anecdotes about the market and finding common ground. The goal was to revive the market's role as a meeting point, fostering this in the present and future regarding coexistence, uses, and community from the past. This unleashed a torrent of nostalgia and memories that the elderly shared with the younger.Regular feedback sessions and community meetings were organized to gauge the project's impact on citizens' daily lives. This iterative feedback cycle facilitated adjustments in line with the evolving needs and expectations of the community.
Virtual Gallery has nurtured a sense of community. Through its inclusive approach, it cultivated a feeling of ownership among citizens.By involving them in the project, it created a shared space where people felt connected not only to the art but also to each other. This sense of community is pivotal for the sustainability and impact of the project. As a final note, all the effort proved worthwhile, as one month after this burst of creativity, the space already has a new purpose connected with the community

Physical or other transformations

It refers to other types of transformations (soft investment)

Innovative character

Through its three-year network strength.Each edition integrates artists who decide to repeat the experience and adds new voices, expressions and techniques.Through the transition from the digital to the physical sphere, giving rise to a unique universe that combines both.Through the alliances previously demonstrated.Due to its ability to generate a triangle of virtue that connects (i) the needs of the artists, (ii) the needs of the spaces, and (iii) the desires, concerns, and aspirations of the surrounding community.Through its own methodology and original approach, preserving the essence of the places in and beautifying them, far from interferences or disguises. Empty stalls were not hidden and the lack or disaffection was not concealed.Virtual Gallery values the real, the truth, in a bold, courageous, and respectful way. Because the possibilities for intervention are infinite, and the ability to identify local challenges and respond to the responsibility it entails as demonstrated.Because it is agile, providing immediate solutions through standardized processes that mobilize a large number of artists in a short period. Because it is exciting, as demonstrated by the active commitment of its community. Because it gives meaning to the effort and talent and channels that potential into the satisfaction of a common good.We employ a cooperative approach and it significantly differs from proposals made in traditional art galleries. Moreover, it does so transparently; artists and collectors can understand pricing systems and easily access the identity of investors and clients. However, both approaches work together.The openness and not requiring exclusivity allows Virtual Gallery to function as a real-time talent observatory that traditional circuits leverage to expand their catalogs. It fulfills one of the main objectives: providing more and better development opportunities for artists. Additionally, this potential triggers permanent changes in the tangible environment.

Disciplines/knowledge reflected

We drew on a diverse range of disciplines and knowledge fields to ensure a comprehensive and well-rounded approach.The involvement of individuals from various fields, including art, service design, urban planning, community development or cultural management, among others, fostered a rich and multidimensional perspective.This interdisciplinary collaboration allowed for the integration of artistic creativity with practical considerations related to urban spaces and community engagement.The insights and feedback provided by retailers were instrumental in refining and tailoring the various approaches within the project. Retailers,being directly connected to the local market and its dynamics, offered valuable perspectives on what resonates with the community, potential challenges and effective strategies. This collaboration ensured that the project was not only artistically compelling but also resonated with the practical needs and expectations of the local businesses and neighbours.Representatives from these different fields interacted synergistically: artists provided creative insights and solutions, urban planners offered practical considerations for space utilization, and community development experts ensured that the project aligned with the needs and aspirations of the neighborhood.This dynamic interaction facilitated a holistic design and implementation process.This melting pot of backgrounds was also reflected in the composition of the teams that took part in the ideathon,bringing together students and professionals from various fields of expertise, including architects, designers, biologists, engineers…The added value of this approach was evident in the project's ability to address various aspects simultaneously. Artistic endeavors were complemented by a thoughtful consideration of urban planning principles, resulting in a project that not only enhanced the aesthetic appeal of the space but also contributed to its functionality and resonance with the community.

Methodology used

Virtual Gallery aims to dismantle entry barriers, acknowledging that only 3% of artists typically access conventional exhibition circuits. In doing so, we promote the artists and also art collecting, encouraging investment and making contemporary art more accessible to diverse audiences.
Virtual Gallery also functions as a talent observatory for established galleries.Through transparency and shared knowledge, it acts as a catalyst for improving industry practices, offering a direct and immediate pulse on the market.This two-way interaction benefits both emerging and established artists, fostering a collaborative environment where insights and techniques are shared.
Furthermore, the platform goes beyond the virtual realm to create real-world synergies. Numerous examples abound of partnerships and collaborative projects emerging from this network. By fostering these connections, Virtual Gallery becomes a catalyst for innovation and collective growth. Direct feedback from potential clients is a cornerstone of our approach. This engagement provides invaluable insights into evolving tastes, trends, and preferences. It bridges the gap between artists and buyers, creating a more responsive and dynamic artistic ecosystem. Instead of creating art in isolation and hoping it resonates with buyers, aligning the creation process with known preferences, thus increasing the chances of meaningful connections between artists and their audience. This transformative connection extends beyond the virtual space to physical places. By reimagining unconventional uses for spaces, Virtual Gallery contributes to community building.It inspires a sense of belonging, prioritizing people and places, fostering a stronger community fabric and ultimately enhancing the overall quality of life for those involved. All these processes are streamlined and standardized, ensuring that the sale of art occurs in real-time, adding an element of immediacy to the experience for both creators and collectors.

How stakeholders are engaged

Virtual Gallery collaborates with diverse stakeholders: public and private, for-profit and nonprofit, at both local and European levels. We identified the need to revitalize the space and set to work.We designed the exhibition project and launched a call for local artists. With the Zaragoza City of Knowledge Foundation (NGO), we submitted an application to host the Ignite NEB Event, which was granted.This allowed us to simultaneously conduct a team ideathon in response to a local challenge, which we focused on the revitalization of marketplaces.A local challenge translated to a specific market and reflects a shared reality in many other places.We also collaborated with the Zaragoza City Council, which actively engaged in refurbishing the publicly-owned space, taking charge of its cleaning, painting, and debris removal. Furthermore, a renowned culture-committed company supported the ideathon with furniture -Ambar- and another -Mercadia- generously provided fruit crates for the event. By chance, their director was a painter who participated in Virtual Gallery's collective exhibition and the thought of his crates transitioning from mere objects to exhibition walls deeply moved him.Beyond funding and material contributions, these stakeholders brought their experience and knowledge to the table, serving as mentors and jurors who selected the best ideas from Cuarto Mitad Fest.The association of market retailers, represented by its president, also joined the jury.Virtual Gallery also found support and affection from local media, which covered the news and conducted various live broadcasts during the exhibition, interviewing artists, creatives, and attendees. Radio, press, and TV were present, acting as the voice and echo of what was happening.The collaboration of all these entities and its integration were undoubtedly necessary and represented one of the keys to success. This collaboration is sustained by the commitment of the city council to adopt the presented proposals.

Global challenges

Virtual Gallery addresses several global challenges by offering local solutions, aligning with the United Nations' Sustainable Development Goals (SDGs).
SDG 1:No Poverty: By providing local artists with a platform to showcase and sell their work, VG contributes to poverty alleviation, empowering artists economically and creating opportunities for financial growth.
SDG 8:Decent Work and Economic Growth: The project stimulates economic activity by supporting local artists, creating opportunities for them to thrive, and fostering a sustainable local art market. This, in turn, contributes to economic growth and the generation of decent work.
SDG 10: Reduced Inequalities: Virtual Gallery promotes inclusivity by breaking down barriers for artists who are often excluded from traditional art circuits. This inclusive approach bridges gaps, reduces inequalities, and provides a level playing field for diverse artists.
SDG 11: Sustainable Cities and Communities: The revitalization of local markets, as demonstrated by Virtual Gallery, contributes to creating vibrant and sustainable communities. It repurposes underutilized spaces, promoting community engagement and enhancing the overall quality of urban life.
SDG 12: Responsible Consumption and Production: The project promotes responsible consumption by encouraging the purchase of local art and fostering a deeper connection between consumers and the products they buy. It emphasizes the value of art as a sustainable and meaningful purchase.
SDG 17: Partnerships for the Goals: Virtual Gallery’'s collaborative approach, involving public and private entities, artists, and the community, exemplifies the importance of partnerships in achieving sustainable development. The project showcases how diverse stakeholders can collaborate for a common purpose.
By addressing these global challenges at the local level, VG illustrates the potential for small-scale initiatives to contribute significantly to broader sustainability objectives

Learning transferred to other parties

The technology underpinning Virtual Gallery, encompassing its virtual platform and real-time sales system, is readily replicable. This technological foundation facilitates seamless interaction between artists and collectors, making it adaptable to different settings. At its core, our inclusive methodology, which focuses on dismantling barriers for artists and democratizing art access, can be adapted to various locations, particularly those with limited access to conventional art circuits. Our standardized processes for talent identification, transparent pricing, and immediate sales responses offer a scalable model. These processes can be transferred to other places, benefiting emerging artists and fostering a more dynamic and transparent art market. The collaborative environment and the network-building aspects are also transferable elements.The platform's ability to foster synergies among artists and create connections with the audience can be replicated in different communities, providing a model for artistic collaboration and community engagement.Furthermore, the lessons learned, including insights into market dynamics, audience preferences, and effective community engagement strategies, can serve as valuable learnings for similar initiatives in diverse contexts.The revitalization of municipal markets, a challenge addressed in this pilot experience, is easily transferable to locations facing similar issues.In Spain, approximately 63% of stalls in municipal markets are unoccupied.Despite significant efforts in recent years to undertake rehabilitation work, these efforts prove insufficient due to changes in consumption habits, increased digitalization, the gradual aging of retailers, the lack of generational succession, and the fierce competition posed by large retail chains. The solution provided serves as a catalyst to combat apathy and disinterest, injecting fresh ideas into market spaces while simultaneously promoting art and local consumption.The system works.