Art curator Sonia Borrell sets her eyes on bringing her extensive network of the international New Now art movement, also known as Ultra Contemporary Art, to the Middle East.
In the last few years, Sonia has dedicated her full time to traveling around the world to build connections with the top galleries and art fairs alike. After curating her diverse collection of the top figurative artists such as André Butzer, Takashi Murakami, Yoshitomo Nara, and Robert Nava (among many), she’s now set to uplift the upcoming generation of artists.
“The art market is experiencing a renewal,” says Sonia. “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.” She personally does this through her @soniabblondon account on Instagram, where she’s generously documented each connection along the way for her audience to learn. As a tastemaker, her platform has not only made the art of collecting transparent, but served as a launchpad for emerging talents such as Ryol and Vivi Cho to grow within the industry. Sonia shines light on what she likes. As a bold, honest, yet cheerful person, she’s become a refreshing trendsetter in the art world.
During March, 2024, a trip to Saudi Arabia was nothing short of the best entertainment and culture that one can experience anywhere.
In 3 days, she attended F1 races, multi-genre concerts, and cultural visits to the revitalizing Jeddah Historic District, Al-Balad. Saudi Arabia’s 2030 plan to create a vibrant society, and thriving economy was happening in real time in front of her eyes.
However, Sonia soon realized there’s an existing gap that only she can fill; art that represents the international Ultra Contemporary Art movement. She came to this conclusion after connecting with local artistic talent, Rex Chouk to expand her collection. Through the great push from the Saudi ministries of culture and entertainment in bringing foreign footballers, musicians, and boxers, the youth now had an abundance of things to see and do. However, according to Sonia, representatives of the international art movement were missing. Sonia is now an art advisor, with clients across the Kingdom. She is betting on her new venture, the Art Qalaa Consultancy, to bring great events to the Middle East very soon.
As busy as she is, Sonia still finds time to curate a 25-artist exhibition with Galérie Zberro during Paris Art Week.
In collaboration with gallerist Geraldine Zberro, the group exhibition titled ‘Life is Beautiful’, will take place in the famous 8th Arrondissement in Paris. The New Now art movement will be fully represented by its ambassador, Sonia.
On the 15th of October of this year, the 3-week event, as well as her first book of practical art collecting advice, ‘Art in Real-Time’, will be available, live in Paris. “I can’t wait to share my years of experience with the masses of young artists and collectors,” says Sonia. The book will be filled with personal anecdotes, do’s and don’ts, as well as rules to live by when conducting yourself in the art world.
On the 5th of November of this year, the end of the exhibition ‘Life is Beautiful’ will mark the launch of the digital, and worldwide shipping release of her book ‘Art in Real-Time’. Orders will be available on the soniabblondon website.
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