March 13: Rubén Torres Gallery

By Julia Torrey

“Create your eye. No one is going to teach you that.”

We visited Rubén Torres Gallery in Eixample on Friday and met with Rubén, who spoke very openly about what it means to run a gallery right now. His space felt very personal. The work on view ranged from the 17th century to contemporary pieces, which at first felt unexpected, but it made sense once he explained that everything is guided by his taste. He’s not trying to create something overly cohesive in a traditional way. He’s all about building a point of view over time.

A lot of what he talked about came back to relationships. He emphasized trust with artists and clients, and he was very clear that he doesn’t really think in terms of “collectors.” Instead, he works with clients at all levels, from major buyers to people who simply love art. He was very passionate about accessibility and allows people to pay for works over time if they can’t afford them upfront, which creates a very different kind of relationship to ownership and value. It felt much more personal and community-driven than what we often see in the U.S.

He also spoke honestly about failure. He encouraged us to move quickly, test ideas, and listen to feedback, but also to plan carefully before starting something. He described art fairs as both necessary and risky, explaining that they can cost anywhere from 30,000 to 200,000 euros and don’t always pay off. Still, he participates because the gallery model is shifting, and fairs have become a major part of the market.

Another idea he returned to was the importance of being physically present. He doesn’t rely heavily on marketing and instead prioritizes face-to-face interactions, believing that real connections are what sustain the business. He also encouraged us to pay attention when visiting exhibitions, not just to the artwork but to details like lighting, layout, and how a space makes people feel.

When asked if he would do anything differently if starting over, he said no. He believes the process of figuring things out is essential, even when it involves mistakes. He did mention that having a mentor could have been helpful, though he laughed about whether he would have actually listened.

He definitely wouldn’t have listened.