The legendary Osborne bull has been transformed into a striking piece of art by Dridali, the artistic name of Adrián Mateo, a Valencian muralist known for his powerful hyper realistic portraits
In collaboration with leading travel retail and F&B player Avolta, Spanish wine, spirits and gourmet food specialist Osborne inaugurated an interpretation of its iconic bull in the Terminal 4 shop-in-shop at Adolfo Suárez Madrid-Barajas Airport on April 24.
The introduction of the standout Osborne bull marks a celebration of Spanish heritage, flavors and contemporary creativity. The initiative was inspired by Rocío Osborne, the company’s Director of Communications and Public Relations, promoting emerging talent and bringing the traditional brand closer to new generations.
The legendary Osborne bull has been transformed into a striking piece of art by Dridali, the artistic name of Adrián Mateo, a Valencian muralist known for his powerful hyper realistic portraits.
His exclusive reinterpretation of the Osborne bull marks the second in a series of collaborations, where different artists will reimagine the bull every few months, turning this symbol of Spanish identity into a living gallery.
In Dridali’s words: “In this art piece, called Night and Day, I try to express what flamenco singing means to me. On one side, you can see the hands of a good friend of mine playing to the moon. On the other side, you can see ‘the painter who sings, the one who sings and paints.’ A retrospective of what flamenco means to me and how it accompanies me in each work.”
It follows the tradition of the Osborne bull which was ‘born’ in 1956 when the company introduced a billboard to advertise its Veterano brandy on Spanish highways. The standout bull design sparked national and international recognition, with some of the original Osborne bulls still in-situ.
The inauguration featured a live performance of a flamenco duo inspired by the artwork, and limited edition postcards hand-finished by the artist himself
Osborne Group Global Travel Retail Manager Cathy Rolland says, “Our shop-in-shop acts as a bridge between Avolta’s wines and spirits zone and the food section, offering a tribute to Spain’s rich cultural and culinary legacy. The bull, as a powerful icon of Spanish culture, anchors this narrative, and by inviting young or emerging artists to reinterpret it, we bring fresh creativity into the space.”
Pedro Goenaga, Spain Commercial Director at Avolta, comments, “At Avolta, we are committed to creating spaces that celebrate local culture and offer travellers a deeper connection to the places they visit. This collaboration with Osborne perfectly embodies this, blending heritage, creativity, and emotion to enrich the traveller experience, bringing Spain’s vibrant spirit directly into the airport.”
The inauguration featured a live performance of a flamenco duo inspired by the artwork, and limited edition postcards hand-finished by the artist himself: An unforgettable tribute to culture, taste, and artistic vision — all before boarding.
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