Quique Peinado, as the president of the Art Barcelona association, is actively advocating for the application of cultural VAT to art sales. He points out that there is a significant lack of understanding regarding the art market, where a large proportion of buyers are public museums that would benefit from tax reductions. Peinado highlights that contrary to the stereotype, most art collectors are not wealthy individuals driving luxurious cars; rather, they are typically people who prioritize their spending on art over other luxuries such as second homes or extravagant travel. This perspective aims to demystify the art world and bring attention to the genuine passion and commitment that many art collectors have.

The association of galleries, led by Peinado, is participating in protests at the ARCO fair in Madrid, advocating for changes that would address the financial burdens faced by the Spanish galleries. Peinado's statements reflect how the galleries in Spain are grappling with a doubling of VAT, impacting their operations and the overall market for art. By calling for cultural VAT application, he seeks to create a more equitable taxation framework that acknowledges the unique challenges faced by art dealers and galleries, especially in light of broader economic conditions that have been difficult for many in the creative sector.

Additionally, Peinado's remarks about the profile of art collectors serve to challenge and reshape the public's perception of who engages with the art world. He emphasizes that the art community is diverse, with individuals from various backgrounds who are passionate about supporting artists and their work. This narrative not only calls for policy change but also aims to reinforce the value of art in society, illustrating that investing in art should not be reserved for a select few but accessible to a broader audience that values cultural contributions for their quality beyond mere financial investment.