Anniversary collaboration brings an art exhibition on breast cancer emotions
The tenth anniversary of the partnership between goat sole and the Spanish Association Against Cancer marks a year of shared efforts. An art exhibition titled 10 emotions, 10 roses invites visitors to observe the emotional journey of people affected by breast cancer and their families. The show runs from October 10 to 19 inside the Belgian Sawmill Cultural Area in Madrid, the seat of the Madrid City Council for Culture, Tourism and Sport. The aim is to immerse guests in the spectrum of feelings represented by the color pink, symbolizing pink hope, pink trust, and pink tranquility.
Institutional support comes from the Madrid City Council, with curatorial guidance. The works showcase contributions by renowned Spanish creators from diverse disciplines, all committed to social causes and environmental sustainability. The list features urban creatives Boa Mistura, photographer Joan Fontcubert, digital designer Dawn of the Fountain, designer Antoni Arola, architect Belén Moneo, creative studio Thank you Greece (María Fabuel, Elisenda Muns, Pedro Lipovetzki), architecture studio Mayice, artist and fashion designer Raquel Buj, and the RETURN New Abilities collective of students.
Visitors to the municipal Cultural Space at 15 Alameda Street will explore installations designed to evoke every emotion with conscious awareness. The works guide viewers through reflections on life, the stages of cancer, and personal journeys, fostering both collective and individual contemplation in a welcoming environment.
After the exhibition closes, the Ansorena auction house will host an event to raise funds for the Spanish Association Against Cancer. This auction is part of the ongoing efforts to support cancer patients and their families while increasing public engagement with the cause.
Solidarity on the street and in the hospitality industry
Solán de Cabras will issue a special pink edition bottle, continuing the tradition of supporting the Spanish Association Against Cancer. This year the bottle design features ten distinct motifs, each representing a different emotion. The brand will also bring art into Madrid’s streets with an outdoor exhibition scheduled for October 13, 14 and 15. During that weekend, visitors wandering the city center will encounter ten artworks exploring breast cancer emotions in symbolic neighborhoods such as Chueca, Chamberí and Bárbara de Braganza as well as on Serrano, Velázquez and Goya avenues. The creators include interdisciplinary artist Gabriela Silvana, plastic artist Antonio Ortiz, sculptor Alberto Carvajal, visual artist Diego Ibáñez (present in four works), chocolate master Claudia Vijiitu (in two works, one with Diego Ibáñez), painter Javier Palacios, and artist Guillermo Cortés.
Several District 41 stores will participate to amplify psychological support for patients and families by dressing their premises in pink and offering Solán de Cabras bottles in exchange for donations. Madrid residents will also find themed bags and brand bottles at local markets such as Chamberí Market and La Paz Market on October 19 to boost visibility.
Lastly, Kinepolis cinemas in Madrid, Barcelona, Valencia, Granada, Malaga and Alicante will present a solidarity menu featuring pink popcorn and a Solán de Cabras bottle. For every menu sold, one euro will be donated to the Spanish Association Against Cancer. The events coordinate to raise awareness and funds, while engaging the broader community in the fight against cancer, supported by credible institutions and a network of artists and businesses dedicated to social wellbeing.
Cited sources indicate the collaboration aligns with broader efforts by cultural venues and brands to highlight patient experiences and bolster support services. Reports emphasize the goal of turning art into action, ensuring that feelings connected to cancer are acknowledged by audiences across the city and beyond. The initiative also reflects a growing trend where cultural activities intersect with health advocacy, leveraging public spaces, galleries, retail hubs, and cinemas to foster empathy and generosity.