099 +MAD+

Studio: elii (oficina de arquitectura)
Authors: Uriel Fogué Herreros, Eva Gil Lopesino, Carlos Palacios Rodríguez
Location: Madrid, Spain
Video: elii

General aspects: + Mad + is a strategic project to deploy the programme of the Veranos de la Villa festival throughout the urban fabric of Madrid. Following last year’s strategy, the various activities and events of the festival (which used to be clustered in downtown Madrid in previous editions) were spread throughout the city for 2017. During the two months of the festival, citizens are encouraged to wander through the city, explore it and meet up with/in it. One of the main goals of the project is to let citizens and visitors rediscover Madrid through experience, to open a world of possibilities for public spaces in Madrid.
The project is based on the mapping of the Centro, Arganzuela, Retiro, Salamanca, Chamberí, Tetuán, Chamartín, Fuencarral – El Pardo, Moncloa – Aravaca, Latina, Carabanchel, Usera, Puente de Vallecas, Moratalaz, Ciudad Lineal, Hortaleza, Villaverde, Villa de Vallecas, Vicálvaro, San Blas – Canillejas and Barajas districts, to pinpoint public spaces, parks, resources, infrastructures, cultural centres, sports centres, vacant lots, relevant buildings and spaces that are intimate, beautiful, original or ordinary, as well as other unexpected locations within the urban geography. The spaces will be evaluated and studied in detail, and then reprogrammed to house the various activities and events.
The city discovers itself. This urban strategy multiplies Madrid, presenting public spaces as spots to reflect, learn, observe, meet, go all over, listen and enjoy, trying to stir the empathy of the citizens of Madrid for their city.

Why did you choose this category?: During the two months of the festival, citizens are encouraged to wander through the city, explore it and meet up with/in it. One of the main goals of the project is to let citizens and visitors rediscover Madrid through experience, to open a world of possibilities for public spaces in Madrid. This will activate and add value to the diverse heritage of Madrid, opening it to a multi-faceted and contemporary vision.
Some of the spaces conjure up possible programmes, such as a classical music concert in the monumental El Capricho gardens or in Almena’s Arcade, a salsa concert in Madrid Río or DJ sessions in public pools in the city. Other spaces address the artists by proposing other forms of mise-en-scène and on-site work, such as an 8-hour performance inside a just refurbished industrial unit, or the parkour exhibition activities or the slackline competitions, which will activate the surfaces of the neighbourhoods. Other activities imply the coordination of the 21 districts, such as Madama Butterfly’s Opera, which shall be followed live from disseminated different locations. The project is conceived as a dialogue: a dialogue between the physical support of Madrid, the different urban agents involved, the existing cultural initiatives and dynamics, the institutions, the guest artists, the participants, the heritage, etc.; in short, a dialogue between the existing reality of the city and the projection of other ways of imagining it, through some summer gatherings.
Madrid is understood as a complex, diverse, multi-shaped and varied present that operates at different levels: from the detail to the city.