ARCOmadrid celebrates 15 years of First Collector and strengthens its commitment to collecting
More than 1,000 people have made use of this professional, personalised, independent and free advisory service for the purchase of art during the fair, delivered by ArteGlobaL, consultancy service and sponsored by Fundación Banco Santander.
In its 45th edition, ARCOmadrid 2026 presents First Collector by Fundación Banco Santander, a free, independent and personalised service that supports visitors and potential buyers in purchasing art with expert guidance throughout the fair. Marking its 15th anniversary, First Collector strengthens its mission: to make collecting more accessible, help visitors navigate hundreds of proposals, and turn a first purchase, or the next one, into an informed decision.
Since its creation in 2011, the programme has advised 1,028 people on the purchase of art at ARCOmadrid, consolidating its position as one of the most established advisory initiatives within the fair.
In a space with hundreds of galleries, artists and works, First Collector has become a "first step" for those who want to get started in collecting and a practical tool for those who prefer to buy with criteria. It acts as a purchasing GPS: guiding, contextualising and translating the market into the buyer’s language.
15 years of evolution: X-ray of the new collector
The accumulated history of the programme makes it possible to identify trends among buyers who come to the fair with the intention of acquiring works of art. In 2025, FIRST COLLECTOR registered 121 applications, with a balanced profile (51% female, 49% male). The average reported spend was €5,460 per person, and more than half (54%) made purchases under €3,000, demonstrating that collecting can start with accessible, well-guided decisions.
The motivation of the "new collector" is increasingly hybrid: 37% seek to learn about art and the market, 36% prioritise value appreciation, 21% buy for decorative purposes, and 5% purchase as gifts. First Collector also helps to energise the artistic ecosystem: in 2025, 115 galleries took part (55.8%), of which 40% were Spanish.
For Borja Baselga, Director of the Banco Santander Foundation, "buying art is a fundamental way of sustaining the artistic ecosystem and ensuring that artists can continue to create". Director of Fundación Banco Santander, “buying art is a fundamental way to support the art ecosystem and ensure that artists can continue creating.”
Registrations | [email protected]
Deadline: 24 February.