Sonia Borrell, a renowned art curator and tastemaker, is making waves in the Middle East’s art scene. Recently featured in GQ Middle East, Sonia’s mission to integrate the international New Now art movement, also known as Ultra Contemporary Art, into the region is gaining significant momentum. Her passion and dedication are not only reshaping the art landscape but also fostering a vibrant, inclusive cultural exchange.
Sonia’s journey is one of relentless pursuit and deep connection. Over the past few years, she has traveled the globe, establishing relationships with top galleries and participating in prestigious art fairs. Her curated collection boasts works from acclaimed figurative artists such as André Butzer, Takashi Murakami, Yoshitomo Nara, and Robert Nava. But Sonia’s vision extends beyond mere collection; she is committed to uplifting the next generation of artists.
“The art market is experiencing a renewal,” Sonia explains. “Never in my 16 years of collecting have I seen so many young, talented artists given the opportunity to attract collaborators, investors, and collectors online.” Thanks to her socials, it serves as a dynamic platform to share her journey and insights, making the art of collecting transparent and accessible. Through her online presence, Sonia has become a launchpad for emerging talents such as Ryol and Vivi Cho, helping them grow within the industry.
Her recent trip to Saudi Arabia in March 2024 was an eye-opener. Amidst the excitement of F1 races, multi-genre concerts, and cultural visits to the historic Jeddah District, Sonia witnessed the Kingdom’s ambitious 2030 plan to create a vibrant society and a thriving economy. “Saudi Arabia’s transformation is happening in real time,” she says. Yet, amid the influx of international talent in sports and entertainment, Sonia identified a gap in the representation of the international Ultra Contemporary Art movement.
“I realized there was a unique opportunity to fill this gap,” Sonia shares. After connecting with local artist Rex Chouk, she recognized the need to bring the vibrancy of the global art scene to the region. Now serving as an art advisor to clients across the Kingdom, Sonia is channeling her efforts into her new venture, the Art Qalaa Consultancy. This initiative aims to bring significant art events and exhibitions to the Middle East, bridging cultures and fostering a deeper appreciation for contemporary art.
Currently, you’ll often see her curating exhibitions and collaborate with key figures in the art world. This October, she is organizing a 25-artist exhibition titled ‘Life is Beautiful’ in collaboration with gallerist Geraldine Zberro during Paris Art Week. The exhibition, set in the prestigious 8th Arrondissement in Paris, will showcase the essence of the New Now art movement, with Sonia at the helm.
In addition to her curatorial work, she is seto to launch her first book, ‘Art in Real-Time.’ Scheduled for release on October 15th during the exhibition in Paris, the book offers practical advice on art collecting, filled with personal anecdotes, do’s and don’ts, and essential rules for navigating the art world. “I can’t wait to share my years of experience with young artists and collectors,” Sonia enthuses.
The exhibition ‘Life is Beautiful’ will culminate in the digital and worldwide release of *Art in Real-Time* on November 5th. Art enthusiasts and collectors will be able to order the book through Sonia’s website, making her insights and experiences accessible to a global audience.
Sonia Borrell’s feature in GQ Middle East highlights her pivotal role in bridging the global art world with the Middle East. Her commitment to fostering connections and promoting cultural exchange is inspiring countless.
Written in partnership with Tom White.
