As the Toro de Osborne marks its 70th anniversary, Osborne and Lucha de Gigantes will present 16 works by nine artists at Estampa from 24 to 27 September 2026. The exhibition draws on familiar Spanish roads and landscapes, with scenes of family life and traditions remembered from childhood.
The project places the company's best-known symbol in a new visual setting. Each artist takes a different approach, while the collection keeps shared cultural references and personal feeling at its centre. Around 90 Toro de Osborne silhouettes, or roadside billboards, remain preserved across Spain, information from Spanish press coverage from lavozdelsur.es.
The exhibition presents the brand as an image that can change. It uses remembered journeys and places, along with family scenes, as material for contemporary art. The Toro de Osborne has also moved beyond its original advertising function to become part of Spain’s visual identity. That history helps explain the project’s focus on collective memory and cultural association, rather than direct product promotion, as lavozdelsur.es has noted.
The collaboration will be shown at Estampa, the contemporary art fair. It comes during a wider run of cultural activity covered in an earlier cultural report. It also puts Osborne in an art setting rather than a standard promotional space.
Rocío Osborne, the company's communications director, says the anniversary is a chance to consider how familiar brands change and continue producing new stories and forms of artistic expression. As 20minutos reports, she sees the exhibition as part of a longer discussion about how well-known symbols can take on new meanings without losing their public identity.
Gabriel Suárez, the creator and driving force behind Lucha de Gigantes, describes the project as a personal connection to the values associated with Osborne. He links nostalgic childhood memories to family road trips and a shared memory shaped by the effort and optimism of a generation.
The exhibition aims to bring art closer to its audience. Its organisers want visitors to encounter the works without needing an explanation first: they can take in each piece and respond to what it communicates, without following a single interpretation set in advance.
That approach explains the use of everyday references. Roads and landscapes provide the setting, while memories of family life and childhood traditions give the works their emotional language. The artists turn those elements into contemporary forms that can connect experiences across generations.
For Osborne, the event is also a stated investment in culture and in new ways of reaching audiences through relevant experiences. The Toro de Osborne's 70th anniversary gives that strategy a clear occasion, and the 16 works are its basic expression.
Nine creators place a familiar Spanish image inside their own memories and ask what remains alive in it. The roadside symbol can also start new stories that the public is free to interpret.
