A brief interview with Sonia Borrell, art collector, curator, adviser and author of Art in Real Time, a fascinating guide tailored to new and aspiring collectors, filled with valuable gems of advice, woven through a collection of personal life experiences by the author, further enriched with commentary from a wide range of influential figures in the art world, including art advisors, gallerists, publicists, artists and more.
Art in Real Time is a captivating exploration of the interplay between temporality and creativity, weaving together theory, anecdote, and visual storytelling into a deeply engaging narrative, encapsulating 16 years of experience in the contemporary art world. The debut book by Sonia Borrell, an internationally recognized art collector, curator, and advisor, released in just last September and swiftly became an Amazon bestseller, securing the number one position in categories such as Business in Art and Women in Art within two days of its launch. Through an interpersonal approach compiling stories of heart combined with thoughts and text by art professionals worldwide she invites readers to reimagine the art-making process as an ever-evolving dialogue with the present moment. In 2025 a post covid art world that has been adapted and ever evolve more than ever.
A celebration of spontaneity and a manifesto for embracing the art zeitgeist. This book isn’t just about art—it’s about relationships, markets, and communities. Sonia delves into the intricacies of developing a personal aesthetic, interacting with galleries, and building a network within the art community. This multi-dimensional approach ensures readers leave with a holistic understanding of what it means to be a collector.
Art in Real Time delves into how artists can harness the fleeting nature of time to shape their creative processes, whilst also offering practical advice for aspiring collectors and artists, covering topics like developing one's taste, engaging with galleries, and understanding market trends. Always emphasising the importance of TRUST in relationship building within the art community she is traversing the Ultra-Contemporary Art movement, also known as the "New-Now." Stating that art is not merely a product but a living experience, shaped as much by context as by the creator’s intent.
Enriched with contributions from notable art professionals, including Géraldine Zberro, Carl Kostyál, and August Vilella as well as Jonathan Fakinos, the director and founder of our platform ARTCOLLECTORNEWS.
The book offer diverse perspectives on various aspects of the art market underpinned by a rich tapestry of examples, life experiences going through her younger years hailing from Barcelona, to London and then across the whole world building on a career of acquiring works from acclaimed contemporary artists like Takashi Murakami and Yoshitomo Nara as well as her instrumental role in fostering contemporary art in regions like the Middle East, particularly through her advisory role at The Althari Group.
Its deeply personal yet universally relatable create a humanising step towards the process of art collecting, transforming it from an intimidating venture into an accessible and rewarding pursuit.
A roadmap for understanding and engaging with this rapidly evolving sector from navigating emerging trends to identifying hidden gems in the art world, the book is a treasure trove of strategies for those looking to build a collection that resonates both emotionally and financially providing a holistic Guidance for Collectors.
ARTCOLLECTORNEWS: What initially inspired you to start collecting art, and how has your journey evolved over the years?
Art has always been a way for me to connect with stories and emotions beyond words. I began collecting as a way to surround myself with creativity and inspiration, but over time, it grew into a deeper passion for supporting artists and their visions. My journey evolved as I realized the power of curation—not just acquiring art, but creating meaningful dialogues through my collection. Now, as an art advisor and collector, I aim to shape a narrative that bridges generations, cultures, and perspectives.
ARTCOLLECTORNEWS: Your recent acquisitions include pieces by Takashi Murakami and Robert Nava. What drew you to their works?
Murakami and Nava both represent unique yet equally captivating aspects of contemporary art. Murakami’s "Panda Parent and Cub" and "A Bouquet in a Basket" embody his masterful fusion of traditional Japanese aesthetics with modern pop culture, which resonates deeply with my vision of blending heritage and innovation.
Robert Nava’s "Temper Bat," on the other hand, is an arresting work—its raw energy and childlike spontaneity challenge conventions and invite the viewer into a world of untamed creativity. Both artists push boundaries in their own ways, which is exactly what I seek in my collection.
ARTCOLLECTORNEWS: How do you approach curating your collection? Is there a particular philosophy or process you follow?
My philosophy centers on finding works that evoke an emotional reaction or provoke thoughtful conversations. I believe a collection should tell a story, one that evolves with the times and reflects the collector's personal journey. I often seek out emerging artists who challenge traditional norms or offer fresh perspectives. It’s about taking risks, supporting innovation, and connecting with pieces that feel alive. Collaboration is also key—I involve my son, Alexander Grindheim, in the process. His insights as a younger voice help keep the collection dynamic and forward-thinking.
ARTCOLLECTORNEWS: What advice would you give to new collectors looking to build a meaningful art collection?
Start by educating yourself and following your instincts. Visit galleries, attend fairs, and engage directly with artists whenever possible. Don’t be afraid to invest in emerging talent—some of the most rewarding pieces in my collection are by artists who were just beginning their careers. Most importantly, collect what moves you rather than focusing solely on financial value. Art should resonate with you personally; its true value lies in the story it tells and the emotions it stirs.
A brief interview with Sonia Borrell, art collector, curator, adviser and author of Art in Real Time, a fascinating guide tailored to new and aspiring collectors, filled with valuable gems of advice, woven through a collection of personal life experiences by the author, further enriched with commentary from a wide range of influential figures in the art world, including art advisors, gallerists, publicists, artists and more.
