The aim of the trip was to gain an understanding of the relationship between avant-garde art and modern advertising, mass consumption, the commercialization of art and its departure from formalism in the mid-20th century.

During the visit to the exhibition, the students had to choose an artistic work and identify a direct or indirect relationship with a product or commercial brand in order to create an advertisement.

At the end of the trip, the students took a tour of the museum’s surroundings to carry out a photography project. The idea was to make a photographic record of the places, people, objects and incidents that caught their eye in order to gain new insight into everyday places that have lost visual interest because of the humdrum of daily life.

The visit was conducted as part of the subject Culture and Art Applied to Creative Advertising, which is coordinated by professors Marta Mensa and Juan Pablo Huizi.