We-Traders Madrid Exhibition Now Open!

The first We-Trader exhibition opened it’s doors on January 31 at the Matadero in Madrid and more than 2000 people came the very first night to check it out.


photo: Alex Valder

This is what the exhibition looked like just before the opening of the doors,

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and this what it looked like from 8pm till midnight. It was great to see so many people spend so much time interacting with the exhibits and with each other.

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The heart of the exhibition are the We-Traders projects from five cities: Berlin, Madrid, Lisbon, Toulouse and Turin.


photo: Alex Valder

On big city maps you can see where the projects are located in each city.

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Each We-Trade is presented with a before/after image, a short film, a text and an object.

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Open Design City (ODC) from Berlin have built this amazing nail chair for the exhibition. Yes, you can sit on it and it is even quite cozy.

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Toolbox Coworking from Turin sent us their serendipity machine: press the button to select your dream team!

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The pan from Cozinha Popular in Lisbon lets you listen to Adriana Freire and her team cooking.

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And ingenious Campo de Cebada in Madrid invites everyone to make their own key to the Campo.

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If you want to read more about the projects in the privacy of your own home,


photo: David Sirvent © Goethe-Institut

pick up the take-away information in English or Spanish,


photo: David Sirvent © Goethe-Institut

and produce your own D.I.Y. catalogue.


photo: David Sirvent © Goethe-Institut

With the D.I.Y. statistics we would like to take the temperature in each city.

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Where does change come from – the government, myself, my community?


photo: David Sirvent © Goethe-Institut

The questions were developed collaboratively at the We-Traders Fora in each city and will vary.


photo: David Sirvent © Goethe-Institut


photo: David Sirvent © Goethe-Institut


photo: Alex Valder

Slowly a picture is emerging and we are very curious to compare the results with the other four cities.


photo: Alex Valder

We-Traders in each city have produced a Manifesto. In Madrid it is simply a hashtag; type “#wetraders” and your message will become part of the exhibition.


photos: Alex Valder

Spin the Turin fortune wheel and follow the advise you are given: redesign a piece of your life every day.


photo: David Sirvent © Goethe-Institut

There are activities going on in the exhibition every day. This was a cooking session with urban collective kitchen COCOOK.

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Open to everyone – just bring one item of food. And then start cooking, swapping food and recipes and enjoy.


photo: David Sirvent © Goethe-Institut

To my surprise, we didn´t only eat stew but a wide range of very tasty little dishes.


photo: David Sirvent © Goethe-Institut

Our Madrid co-curator Javier Duero is not only a fantastic curator, but also a very good cook.


photo: David Sirvent © Goethe-Institut

The first day of the exhibition ended with a We-Traders round of talks in the Urban Parliament by Zuloark.


photo: David Sirvent © Goethe-Institut

All activities will be documented in this library and will travel to the other cities.

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So if you can´t make it to the Matadero until March 16, you might join the We-Traders exhibition in Berlin from July 3 to August 17, 2014.

We-Traders is an initiative of the Goethe-Institut region of south-west Europe and was developed by the Goethe Institut, Vienna based curator Angelika Fitz and myself in collaboration with local co-curators and Goethe-Instituts in Lisbon, Madrid, Toulouse and Turin, as well as with twenty-four We-Trades from all five cities. Co-Producers in Madrid are the Matadero as well as Medialab Prado, Intermediae and Pista 34 Cultura S.L.. Our co-curator in Madrid is Javier Duero. The exhibition scenography is by Alex Valder and the exhibition graphics by Carsten Giese/Studio Regular, both from Berlin. Thank you all.

Find out more about the project on our multilingual website www.goethe.de/wetraders and for details on all the fantastic people involved in the project click here.

All photos by Rose Epple, if not otherwise credited. 




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