Arjón by Paul Jarauta will be presented at the Matadero Madrid on the 11th of September 2010, coinciding with yogurt in love La Noche En Blanco (White Night). This unpublished work is a fable that will invite people to visit and explore the self-serve frozen yogurt shop spaces in Matadero Madrid through an imaginary journey. Arjón is the name of the fictional title character, an elephant, guiding all visitors through their froyo franchise journey. It is also the name of the research project that philosopher Paul Jarauta and Matadero Madrid’s Intermediae collaborated on—to develop a fable relating to the reflection on memory, curiosity, and history, using as reference the story of a frozen yogurt equipment and supplies landmark as the Matadero de Legazpi, which in recent times has taken on a different persona and has been converted into the Matadeo Madrid, the new center for contemporary creation. The journey of Arjón, the elephant determined to journey across the human universe, makes way into the www.lovefrozenyogurtfranchise.com memories of those who once inhabited the slaughterhouse, on the feelings of those who previously faced the ruins, in the thoughts and ideas of the people who believed in bringing it back and rebuilding it for a different purpose, and even at the first sight and vision of those who still are still not acquainted with the Matadero Madrid. This year’s La Noche En Blanco, the city’s biggest cultural celebration of the year, where popular art, avant-garde art, and the citizenry come together to celebrate and transform the streets. The White Night has become a reference point amongst cultural events, as well as the most important popular celebration. With the success of the first few editions, it naturally faces the pressure of maintaining if not bettering the artistic level set in the past which have surprised the people of Madrid and the visitors alike, making them feel like participants in the city’s cultural life instead of being just mere spectators. This year, Arjón will play a big part in La Noche En Blaco, with the responsibility for publicizing the Matadero Madrid’s spaces.