Sonia Borrell Partners with The Althari Group to Amplify the Art Scene in Saudi Arabia
“The most meaningful collections are those built with heart and soul. It’s about the stories the pieces tell and the connections they foster,” says art collector Sonia Borrell
As a longtime art curator, 21st century art collector at The Tryson Collection, and ultra-contemporary art advisor, Sonia Borrell is known for documenting her journey on social media. When showcasing her collection and lifestyle, Sonia retains her natural tendency to educate others through her content.
Helping her audiences and peers discover tomorrow’s artistic talent isn’t just a passion project for Sonia Borrell—it’s a cultural investment that enriches both her and the artists she supports. Whether she’s in Switzerland, England, or travelling elsewhere, Sonia’s journey reflects her multicultural outlook and ongoing commitment to learning. Her mission to foster intercultural exchange and support emerging artists resonates deeply with Saudi Arabia’s Vision 2030, aligning with her efforts to enhance the Kingdom’s cultural landscape.
As part of a bold initiative to diversify the economy and lessen reliance on oil, substantial investments are flowing into enhancing art infrastructure like museums, galleries, and cultural festivals. This strategic effort aims to cultivate a vibrant arts ecosystem, empowering Saudi artists with studios and resources to amplify their creativity. Her expertise in the field is poised to inspire more individuals to engage with the art world, leveraging these developments to foster cultural enrichment and economic diversity.
Sonia and her partners at The Althari Group (TAG), with Dr. Sara Althari, as the Managing Partner of the group, aim to introduce the international Ultra-Contemporary Art scene to the Kingdom. Pioneering this cultural renaissance, their efforts are to drive the Kingdom’s art scene to the forefront of global trends. By bringing international artists to the Kingdom, Sonia and TAG are fostering an environment of intercultural exchange to help Saudi artists collaborate with their global counterparts.
Sonia drops a hint about an exciting upcoming collaboration with her partners at TAG. “We have something big coming up,” she reveals with anticipation. “I can’t share all the details yet, but it involves a significant partnership that will showcase incredible international art to a wider audience. It’s going to be a game-changer. Working closely with Sara, Nawaf, and Sultan Althari has been invaluable; their deep understanding of Saudi Arabian culture has made navigating the Kingdom seamless. We’re excited to bring something truly special to Saudi Arabia.”
This initiative aims to enrich the cultural dialogue within the country and amplify its artistic voice on the international stage. “We are bringing the Ultra-Contemporary art movement because it is what the Kingdom needs as there is an ever growing base of emerging collectors,” Sonia says. “The demand for a more vibrant, dynamic, and globally connected cultural scene is undeniable. They want cutting-edge art, international collaborations, and a positive impact that is everlasting on the Kingdom.” The end-goal is to be the reference model of the Ultra-Contemporary Art movement in the Middle East.
Sonia’s dedication to forging these connections is deeply rooted in her approach. She sees each endeavor as a chance not just to exhibit art, but to nurture enduring cultural bonds. By spotlighting Middle Eastern art, she strives to foster mutual understanding and appreciation throughout the region. “Art is a universal language,” Sonia emphasizes. “It breaks barriers, resonating deeply with our shared human experience.”
Her recent travels to the city of Jeddah have further ignited her passion. The city’s vibrant mix of ancient and cutting-edge art scenes inspired her to explore new dimensions in her collection. “Walking through the art districts in Al-Balad, Jeddah and interacting with artists, you can feel the energy and the eagerness of young talent to tell their stories,” Sonia says. “It’s infectious, they are changing the art scene, and it’s happening now.”
Sonia Borrell remains an inspiration for aspiring collectors. Her dedication to bridging cultural gaps through art is not just shaping her own legacy but also leaving an indelible mark on the global art community. “Always follow what resonates with you,” Sonia advises.
“The most meaningful collections are those built with heart and soul. It’s about the stories the pieces tell and the connections they foster.” She emphasises starting one’s collection small and personal, insisting that you don’t need a massive budget to begin. “Collect pieces that speak to you, pieces you can’t stop thinking about. Visit galleries, attend art fairs, and immerse yourself in the art world. The more you see, the more you’ll understand what you truly love.”
Images: Supplied: Courtesy of APG