The foundation supports First Collectors, a programme managed by the Arte Global consultancy firm that offers free advice to visitors to ARCOmadrid, the contemporary art fair, who wish to start their own art collections.
Anyone who is interested can fill in a questionnaire listing their tastes and budget and they will receive a per- sonalised dossier of artists, galleries and artworks to guide them as they move around the fair. Support is also available for selected galleries, with a view to facilitating the relationship between future collectors and gallery owners.
In 2020, First Collectors went online to allow it to reach a larger number of collectors. Users received suggestions of artists and artworks on their mobile phones and could make an appointment with the galleries of greatest interest to them in the same way.
In order to promote the programme, two presentations by Elisa Hernando, director of Arte Global, were organised at the foundation’s headquarters in the months preceding ARCOmadrid.