ARCO First Collector Turns 15: Over 1,000 people have received advice on buying art
- Fundación Banco Santander, together with ArteGlobaL consultancy, renews the
independent and personalized service for those who want to start —or buy
better— at ARCOmadrid 2026. - A service designed to "not get lost" at the fair: from love at first sight to an
informed purchase - 15 years of evolution: an X-ray of the new collector
Fundación Banco Santander, together with the ArteGlobaL consultancy, is renewing its independent and personalized service for those who want to start —or buy better— at ARCOmadrid 2026.
Elisa Hernando, CEO of ArteGlobaL at the First Collector stand at ARCO by Fundación Banco Santander
Madrid, February 10, 2026. In an edition that invites us to look towards the future, ARCOmadrid
2026 celebrates its 45th edition and proposes ARCO2045: The future, for now, brings back FIRST
COLLECTOR by Fundación Banco Santander, the free, independent and personalized service that
accompanies visitors and potential buyers to buy art with criteria during the fair.
On the occasion of its 15th anniversary, First Collector reinforces its mission: to make collecting accessible,
help filter among hundreds of proposals and turn the first purchase, or the next, into an informed, safe
and unintimidating decision. Created in 2011, the program has already advised 1,028 people on buying art
at ARCOmadrid, consolidating itself as one of the most stable support initiatives within the fair.
A service designed to "not get lost" at the fair: from love at first sight to an informed purchase
In recent years, First Collector has become a "first step" for those who want to start and a practical tool for
those who prefer to buy better: with limited time, a lot of offers and decisions that are not always easy. At a
fair with an enormous concentration of galleries, artists and works, the program acts as a buying GPS: it
guides, contextualizes and translates the market into the buyer's language.
15 years of evolution: an X-ray of the new collector
The program's accumulated history allows us to observe trends of buyers who come to the fair with the
intention of acquiring works. In 2025, FIRST COLLECTOR registered 121 applications. The profile was balanced:
51% women and 49% men. As for the budget, the average declared expenditure in 2025 was €5,460 per
person, and more than half (54%) made purchases below €3,000, a figure that reinforces the idea that
collecting can start with affordable and well-guided decisions.
The motivation of the "new collector" is increasingly hybrid: 37% come to learn about art and the market, 36%
prioritize revaluation, 21% buy for decoration and 5% look for a gift.
A service that drives the ecosystem: galleries and artists
FIRST COLLECTOR not only accompanies buyers: it also contributes to revitalizing the fair ecosystem. In
2025, 115 of the 206 ARCO galleries participated (55.8%), and, among the galleries that offered works to the
program, 40% were national.
Borja Baselga, director of Fundación Banco Santander, emphasizes:
Buying art is a fundamental way to support the art ecosystem and ensure that artists can continue creating.
Elisa Hernando, founder and director of Arte Global, adds: "In a fair with so much to offer, it's easy to feel
overwhelmed. Our service helps collectors filter, compare and decide with confidence, offering expert guidance
to make informed decisions."
What is FIRST COLLECTOR?
FIRST COLLECTOR is a professional, personalized, independent and free advisory service for buying art
during ARCOmadrid, provided by ArteGlobaL consultancy and sponsored by Fundación Banco Santander.
How does it work?
● Pre-profile: before the fair, an ArteGlobaL specialist contacts each applicant to understand tastes,
interests and budget and define a buying profile.
● Tailor-made selection: the team prepares a selection of artists, galleries and works consistent with the
applicant's profile, designed to optimize time at the fair.
● Delivery and attention at the fair: at the pre-booked appointment, the person receives their proposal at
the Fundación Banco Santander stand on the first day of their visit and can resolve doubts with an
expert.
● Digital format: the program maintains its digital component to access the proposal from the mobile
and speed up the process.
Registration
If you are interested in receiving FIRST COLLECTOR advice during ARCO, you can include your details in the
form:
https://arteglobal.es/pages/arco-first-collector
firstcollector@ifema.es
Deadline: February 24.
ARCOmadrid 2026 will be held from March 4 to 8 at IFEMA MADRID.
About Fundación Banco Santander and its commitment to collecting
Fundación Banco Santander works to contribute to the construction of a more equitable, inclusive and
sustainable society. To this end, it develops initiatives grouped into three lines of action: the promotion of
culture as a tool to understand the world around us, social action to facilitate the progress of vulnerable groups
and education as a driver of society. In all its programs, it strives to create collaboration networks with the
third sector to address the main global challenges.
About ArteGlobaL, a pioneering art consultancy in collecting
ArteGlobaL, a pioneering art consultancy in Spain, is an independent firm founded in 2003 by Elisa Hernando,
with more than two decades of experience connecting art, collecting and investment from a rigorous,
heritage and strategic perspective. The firm advises private collectors, companies and institutions.
Press contact
ArteGlobaL
Beatriz Garrido
comunicacion@arteglobal.es
629213746
