UVNT Art Fair, formerly Urvanity, has become an essential event during Madrid's art week to showcase the latest art and reflect artistic trends with the freshness and innovation that have been part of its DNA since its inception. The fair, whose first edition was held in 2017, has matured and evolved year after year and today seeks to explore the freshest languages, integrate other aesthetic codes and seek new trends in the art world. And it does so with a consistent and contemporary proposal, which dares new languages that do not understand labels. More than thirty national and international galleries gather every year under the roof of UVNT Art Fair to show the work of emerging artists to follow the track, other mid-career and some of the most talked-about names in the contemporary scene. However, UVNT also wants to explore and imagine possible future scenarios for this New Contemporary Art, thanks to the complicity with other initiatives and with the different cultural agents of the city. In order to support the production and dissemination of ideas, as well as to facilitate the access of a wide audience to these contemporary creative practices that outline a vast cultural and urban landscape. Urvanity Projects is presented as that indispensable nexus to articulate and connect the impulse of brands and cultural agents, creating projects that allow them to move forward together, that are highly beneficial for both parties, and therefore, that help them to achieve further goals. Urvanity Projects works as an active and articulated mechanism necessary to unite, in a coordinated way, the mutual impulse of two dynamizing agents of our society: culture and brands. In a scenario like the current one, where the importance of a brand is not measured by its size, but by its contribution to society, and where its position in the market is not as relevant as its position within people, being able to rely on cultural initiatives is almost essential.