Selected Artists

Luis Montoya

Constructed Image & Digital Translation

After the Icon / Curatorial programme

After the Icon examines what happens when images that circulate in everyday life—commercial, cultural, or symbolic—are translated into material form.

The programme brings together works that shift icons into objects, surfaces, and repetition, operating in a space between recognition and distortion.

Curatorial Framework

Icon Lab Gallery operates as a curatorial project structured around specific criteria that guide the selection, grouping, and presentation of works across different contexts.

Image as Cultural Construction
The project focuses on images that circulate within everyday life—commercial, symbolic, or popular—and examines how their meaning is constructed and transformed.

Material Translation
Works are selected based on their ability to shift images into physical forms, where surface, texture, and scale alter perception.

Collective Coherence
Rather than presenting isolated practices, the project prioritizes relationships between works, building cohesive visual and conceptual environments.

Repetition as Strategy
Seriality and variation are used to destabilize recognition, allowing familiar forms to be reinterpreted through accumulation and difference.

Context-Oriented Presentation
Each selection is conceived in relation to its context—whether digital, exhibition-based, or fair-oriented—adapting its form without losing its core structure.

Fairs & Projects

Icon Lab Gallery is currently developing a fair-oriented programme focused on tightly curated presentations of painting, object, and image-based practices.

The project is oriented towards emerging and alternative art fairs, with a strong emphasis on concept-driven booths and international dialogue.

Upcoming presentations will be announced soon.