How This London Collector Is Cultivating the Art of Her Generation
The article “How This London Collector Is Cultivating the Art of Her Generation” by Sofia Hallström published on the february 13th, 2026 in the artsy magazine profiles the London-based female collector, curator and writer Gigi Surel and explores how she approaches collecting art as a deeply personal and generational practice.
Her fascination with art began at age 17 when she encountered Guernica by Pablo Picasso at the Museo Reina Sofia in Madrid. The powerful emotional and physical reaction she experienced in front of the painting inspired her to reflect on the intense impact artworks can have on viewers. Raised in Istanbul, Surel only begun visiting museums regularly in her teenage years, but soon developed a strong passing for art. While studying law in the United States, museums became an important refuge and a way to overcome feelings of isolation for her. By joining museum memberships and acquisition groups at institutions such as the Museum of Modern Art and the Solomon R. Guggenheim Museum, she gradually learned how collecting works and connected with other art enthusiasts.
Her collection now includes works by more than 35 artists – many of them emerging and not yet represented by galleries. The works often revolve around themes such as sensitivity, memory, vulnerability and grief – interests that were partly shaped by Surels father’s illness and death. For Surel collecting is a highly personal and intuitive process, that developed from a passion into a professional path. Today she also writes about art, curates exhibitions and founded the platform Teaspoon Projects, which aims at encouraging and educating new collectors. Through events, conversations and exposure to contemporary art she hopes to make collecting more accessible.