Curator Spotlight: A Collector’s Mind, A Curator’s Heart — Sonia Borrell on What Art Truly Means

A conversation with Daniela Beshkenadze for Elisium Art 

In the global art ecosystem—where tastes shift quickly, markets rise and fall, and technology reshapes how we discover and consume culture—some voices stand out for their clarity, sincerity, and unwavering devotion to art itself. Sonia Borrell is one of those voices. 

A curator, advisor, and collector working across Europe, Asia, and the Middle East, Sonia has quietly built a reputation for her instinctive eye, her belief in artists, and her refreshing rejection of hype-driven collecting. From shaping viral exhibitions in Shenzhen to authoring Art in Real Time, she is part of a new generation of cultural leaders redefining what it means to discover, support, and steward art today. As she puts in: “And what I love the most now is artwork by Asian artists, figurative pop, surrealism.” Her passion-driven approach continues to shape her curatorial vision, and the communities put it that she builds around art. 

Elisium Art’s Curator Spotlight Series  continues with this intimate conversation between Sonia Borrell and Daniela Beshkenadze, as they explore collecting with emotion, navigating AI, building democratic art spaces, and the transformative power of seeing art in real time. 

A Journey That Grew into a Calling 

When asked how her journey began, Sonia answered with disarming simplicity: 

“Everything started very naturally, really.” 

Sonia’s path into the art world began not through institutions, but through a simple, instinctive love for art. In 2007, she started collecting works by Spanish artists—drawn to pieces that moved her without needing explanation. She visited exhibitions often, shared artworks at home, and followed her emotional response as her compass. 

What began as a personal passion soon became a quiet ripple: friends asked how she collected, where she discovered artists, and whether she could guide them, too. Those informal conversations grew into years of advising, and eventually into a full-time profession—one built not on strategy, but on the natural evolution of a life shaped by art. 

2018 marked a turning point. After selling her real estate business, Sonia decided to devote herself entirely to the world she loved: 

“I wanted my hobby to become my work.” 

From there, her journey expanded rapidly. She helped build art advisory projects in Saudi Arabia and China, curated exhibitions, supported emerging artists across continents, and built a digital presence that now connects her with collectors and creators globally. 

But even as her work grew, her philosophy stayed constant: 

Collect with emotion. Advice with integrity. Love the art first. 

Sonia Borrell’s Philosophy: Art as Care, Commitment, and Emotional Truth 

For Sonia Borrell, curating and advising are not transactional roles—they are relationships built on trust, sincerity, and emotional clarity. “It’s a very big responsibility,” she notes, describing how she mentors and represents artists while guiding collectors toward works that genuinely resonate with them. Her approach rejects speculation or pressure. Instead, she prioritizes alignment: the right artwork for the right person. As she explains, buying art should never feel forced— “when you buy artworks, you need to love them.” 

Central to her philosophy is the belief that artists must remain faithful to their own voice. Sonia cautions against the pressures that can distort an artist’s path: “You can feel when you look at the artworks if the artist was creating with their heart… or if it was like an order.” Authenticity, for her, is not optional—it is the soul of the work. 

She compares the act of placing art with collectors to an adoption: each artwork finds its family, and the bond lasts. Art, in Sonia’s world, is an emotional exchange—one that enriches artists, collectors, and the cultural landscape when guided with care, honesty, and love.  

The Responsibility of a Curator in a Changing World 

Sonia’s view of curatorial responsibility is deeply relational: 

“For me, the most important thing is to find the best artwork for every collector.” 

She describes curation as equal parts mentorship and matchmaking. Much like placing a child with the right family, she believes every artwork must find a home where it will be understood, cared for, and emotionally valued. 

Just as importantly, she insists that artists stay true to themselves: 

“It’s easy for advisors to corrupt artists. They must create from their heart.” 

Her approach resists the commercial pressures that often distort artistic voices. Instead, she champions authenticity as the foundation of sustainability. 

AI, Technology, and the Human Pulse of Art 

Few topics provoke more debate in the contemporary art world than AI. Sonia’s view is balanced and unafraid: 

“At this point, we can’t avoid it. But artificial intelligence has to be a tool—nothing more.” 

She sees value in prompts and digital research, but draws a clear line between inspiration and authorship. What worries her most is not AI itself, but the diminishing emotional connection that defines true art. 

She observes a generational shift: 

“The new generation doesn’t want so much technology. They are going back to the times of their grandparents.” 

From printed books to vintage cars to the tactile smell of paint, Sonia believes people will always gravitate toward what feels human: 

“For me, art, I need to touch it, I need to smell it. You know, I love the smell of the paint. I like to look at how it looks like from different angles. And with digital art, this is difficult. It’s more impersonal.”  

Her perspective resonates strongly with Elisium Art’s own values as a digital platform committed to preserving the humanity, context, and ethics of artistic creation. 

Democratizing the Art World: Why Platforms Matter 

Sonia is deeply supportive of platforms like Elisium Art that give visibility to emerging artists: 

“The art world needs to be more democratized. Art is for everyone.” 

She emphasizes that most new collectors don’t have deep pockets—and yet deserve access to meaningful works and supportive guidance. Platforms that uphold transparency, ethics, and community can transform the ecosystem: 

“It’s very important for artists to reach a wider audience while waiting for gallery representation.” 

Her advice to platforms is clear: 

• Be transparent. Show real photographs. 

• Create physical events when possible. 

• Support collectors in understanding what they buy. 

• And above all, champion artists with honesty and care. 

This is the ethos Elisium Art is built on: access, integrity, and artist-first advocacy. 

Art in Real Time: Creating Experiences, Not Just Exhibitions 

One of the most compelling portions of Sonia’s interview describes La Vie Est Belle in Paris, the exhibition she curated with her son, integrated with the launch of Art in Real Time, their co-authored book. As she recalls, “I think 85% of the exhibition was sold in one week. So it was very, very Successful”, a testament to the resonance of the artists she championed and the power of bringing their voices directly to audiences. 

“We didn’t even have space inside. 

 People had to queue outside.” 

Sonia recounts how, at 26, young Spanish artist Pedro from Malaga became a breakout success, selling out instantly and later securing a solo show in Paris—all because people could meet him, hear him, and feel the work in person. 

This is what “real time” means to her: 

“It’s where the art is happening in that moment. And you are a witness to it.” 

A reminder that while digital platforms connect us, art ultimately breathes through human presence. 

The Emotion That Guides Everything 

For Sonia, collecting is not about investment. It is about resonance: 

“You can’t measure art with money. You measure it with emotions.” 

She recalls the first painting that called to her—a white horse with a tear in its eye: 

“It felt like he was looking at me.” 

That moment shaped her philosophy: 

• If it speaks, you listen. 

• If you love it, you take it home. 

• And you never forget the feeling. 

Rapid-Fire with Sonia Borrell 

A window into instincts, tastes, and the art that shapes her world 

1. A work she would collect if anything were possible:

“The Garden of Earthly Delights by Hieronymus Bosch ” 

2. Artist she would love to have dinner with:

“Salvador Dalí.” 

3. Her favorite museum in the world:

“The Met in New York.” 

4. City that gives her the greatest creative energy:

“Paris.” 

5. If collecting had one emotion:

“Love. Collect out of love, Create out of love, collect out of love. Not speculation.” 

The Closing Reflections 

This conversation with Sonia Borrell offers far more than advice—it provides a philosophy of living with art. Her words remind us that collecting is emotional, curating is relational, and the future of art depends on sincerity, access, and deep human connection. 

At Elisium Art, we share her belief in democratizing the art world, amplifying emerging voices, and nurturing artists with integrity. Sonia’s vision enriches our ongoing Curator Spotlight series, and we are honored to share her perspective with our global community. 

Her journey is a testament to what happens when passion becomes purpose—when art is not just seen, but felt, lived with, and shared.