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Daria Borisova. Curator & Advisor

Daria Borisova, born in Russia, is a London based, curator and art advisor. Daria Borisova focuses on established and young emerging artists who inspire progressive understanding and promote lasting change. With an emphasis on transparency and education, Borisova has built collections for prominent private and corporate clients.

Daria Borisova maintains relationships with philanthropists, organizations and art industry luminaries including certain individuals such as Elizabeth A. Sackler, Lisa Freiman, Ghada Dergham and Rick Librizzi.

In her curatorial work, Borisova seeks to utilize non-traditional spaces to create immersive exhibitions and present emerging artists that often work in new media. Her most recent curatorial work includes: Winter Show at Harlesden High street Gallery in London, House of Togetherness in London and Alla Gorka: Heroine presented by White Ribbon in Ukrainian Parliament and America House Kyiv.

What are your tasks as an art advisor?
Art advisors have a lot more responsibilities than people might think. I spend a lot of time understanding each client’s taste, goals, preferences, budget etc. I make sure my clients are educated and provide them with the right information. My responsibility is to actively monitor the market and do a lot of research on a continued basis in order to make the best and right financial decision for my clients. It is important they really love the work and feel a connection with the artist’s vision.

In order to be able to offer the best work available on the market, you need to establish long standing relationships with galleries, other advisors and collectors. It is important to have a trustworthy relationship with your clients, once a desired work becomes available, he or she needs to be able to make a decision quickly based upon your research and knowledge.

It is important to have a trustworthy relationship with your clients, once a desired work becomes available, he or she needs to be able to make a decision quickly based upon your research and knowledge.

Daria Borisova interview
Artlove. Daria Borisova

What is most important in your job?
To me the most important thing is my reputation and strong relationships with people based on trust and successful transactions. As an advisor you have to triple check every aspect of the artwork before you decide to make an offer. My job is to make sure that everyone who is involved in the deal is happy. Most of my curatorial projects I finance myself, it gives me freedom to make the final decisions and be responsible for the quality of the artwork shown at the exhibition. Another important part is to make it enjoyable and easy for people to work with you, a good sense of humor and positive attitude is essential.

What art do you love?
I love all kinds of art from masters to video art. I have a real obsession for art, there is always something new to learn and discover. I have a particular passion for surrealistic paintings, that present struggle and juxtapose life and death. But when it comes to business I’m very much drawn to contemporary and street art. When an artwork gives me this thing called a ‘wow effect,’ that when I know it is worth learning more about it.

I have a particular passion for surrealistic paintings, that present struggle and juxtapose life and death.

Daria Borisova interview
WinteR Show at the Harlesden High Street curated by Daria Borisova

USA and London. Are there parallels between these two art markets?
I spent nine years of my life in New York City. When you live and work in New York City, you are surrounded by so many thought leaders and prominent figures in the industry. It really feels like you are in the center of it all. Just being in the city and having access to some of the best museums and art galleries that present incredible exhibitions all year round will give you so much knowledge on art. The attitude of the city is: as long as you hustle you become successful. Your work becomes integrated in your daily life, and you start to live and breathe art. In London on the other hand, you need a strong network and a strong base. Many people in the art industry in London come from an art family and are well educated. In that sense it is the opposite of New York City, where a lot of people seem to be ‘self-made.’ But once you have established your network and relationship it is a lot easier. There is a less competitive energy, a slower pace and a classy way of doing business. Plus, you have the advantage of European clients and networks right around the corner.

There is a less competitive energy, a slower pace and a classy way of doing business. Plus, you have the advantage of European clients and networks right around the corner.

How you spend your days in times of social distancing?
Social distancing has been a great opportunity to dive more into research, focus on work, and study. Art requires you to pay attention to detail, and always be aware of the latest developments and movements in the industry. At this time of crisis, a lot has happened in the industry, it is important to stay focussed and make sure you are ahead of the game. Much has changed in the industry in the last few weeks; the gallery’s digital migration has accelerated, digital artists are on the rise, and the market has shifted. In order to create a route in my life and keep my sanity, I wake up early and exercise! I end my day with something fun and relaxing such as watching a TV show. Self-care is very important in these times! If you are looking to dive deeper into the artworld and study, I would recommend you to sign up for Xavier Hufkens online film program and free online Moma courses to help you become an art expert in isolation.

Daria Borisova interview
Viewing Andre Butzer work at Nino Mier gallery Los Angeles

What are you currently working on?
Our society and the artworld will completely change during the covid-19 crisis. The shifts and changes that are happening are here to stay, I do not believe our digital migration is temporarily. I’m helping my client manage their finances in this time of crisis and making sure to advise them as best as I can with the knowledge I have accumulated. In addition to my advisory role, I am creating a conversation series with market leaders and prominent art figures around how to manage an art collection at times of crisis, and the latest developments in the artworld.

What do you know about Vienna?
I love Vienna. I believe it is one of the most beautiful cities in Europe. Besides the beauty of the city, Vienna has a lot to offer. There is a new wave of galleries and non-commercial spaces showing international and local artists. The art scene in Vienna ties to the art scenes in London, Paris, Berlin and Warsaw and is expanding rapidly. I am very curious to see what talent will come out of this next generation of gallerists and artists.

Daria Borisova