Invited as guest artists etoy.CORPORATION installs its mobile head quarter, studio and Internet node in the heart of Madrid to perform a commercial experiment on the edge of reality, that answers Madrid Abierto proposal in order to research the art industry. Two etoy.CARGO-TANKS landed on Plaza Colon during the night of January 29th/30th 2004. 

etoy, famous for subversive PR stunts like the digital hijack (1,5 million online art hostages in 1996) or the online clash with the American 10 billion dollar corporation eToys inc. in late 1999 (TOYWAR, with 4 billion dollars the most expensive performance in art history), won several international art awards and regularly appears in popular media channels such as CNN, WIRED NEWS, WASHINGTON POST, NZZ, TATE PUBLISHING, EL PAIS etc.

Between February 5th and 22nd 15 etoy.AGENTS from Italy, the USA, Germany, Switzerland, Belgium and Spain aggregate in the physical world to operate a spectacular, living art installation on Plaza Colon. Dressed in their uniforms and equipped with identical high tech tools the etoy.CREW will conduct an art industry analysis to explore the acceptance for a different kind of culture economy. The fundamental question is: are collectors, galleries and the Spanish population ready to move away from traditional object ownership (paintings, photography and sculptures) and authorship (masters / stars) in order to test an alternative art production system?

agent.MARCOS / etoy.CFO: "it is time to question the established models of cultureconomical exchange".


etoy.CORPORATION offers to participate in an open artwork that is not defined or produced yet. Collectors visiting the ARCO art fair as well as common people in the city who normally don't buy art will have the opportunity to purchase etoy.SHARES. Six different investment packages (from 2 euros to 30.000 euros) allow participation in a very special art work. etoy.CORPORATION will use all investments acquired in Madrid to create and document concrete cultural value in the Hispanic market within the next 5 years (scale and locations depend on the volume and strategic partners). For their investment the cultural shareholders get the right to vote on project proposals and resolutions. etoy.CORPORATION is organizing the development process and serves as the information hub to coordinate the world wide planning and production. etoy's advanced internet voting system, specific etoy.BLOGS and etoy.CHATS as well as many years of experience guarantee maximum impact (TRACK RECORD: www.etoy.com).

The new owners of etoy (already 2500 people participate world wide) will finance, produce and control the Spanish etoy.PROJECT. Their contribution and ownership is certified by a shareholder card and/or a unique etoy.SHARE-CERTIFICATE (see samples on www.secure.etoy.com or on www.etoy.com) that gives them access to internal reports and voting procedures for all future etoy.OPERATIONS.


etoy.CORPORATION is a global corporate sculpture to share culture profits instead of maximizing financial wealth. etoy is a registered trade mark of the etoy.VENTURE association. Past success cannot guarantee future performance. Share redemption strictly limited.


Jardines del descubrimiento, junto a Plaza de Colón.

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