Fortytwentyfive (4025) is an independent, founder-led contemporary art advisory practice working with individuals and organisations.
Through research, thoughtful curation and culturally informed guidance, 4025 helps clients discover, build and develop art collections with personal, cultural or organisational relevance. Its wider cultural practice creates opportunities for exchange, learning and meaningful encounters with art.
The contemporary art world is rich with diverse artists, histories and ideas, yet discovery often follows the same familiar names, networks and geographies.
4025 looks more widely. We introduce clients to artists and works they may not otherwise encounter, provide the context needed to understand their significance and offer clear, independent guidance throughout the process.
The aim is not simply to acquire art. It is to develop a more informed and personal relationship with the works, artists and ideas that shape a collection.
Areej Al Gurg is the founder and art advisor behind 4025. Her perspective brings together contemporary art, cultural exchange and professional experience in international relations.
Areej holds a master’s degree in Contemporary Art from Sotheby’s Institute of Art and a BFA in Visual Communication from the American University in Dubai. Her background includes senior roles within the UAE Ministry of Foreign Affairs and International Cooperation, alongside study and experience spanning art history, curatorial practice, cultural policy and institutional work.
This combination shapes an advisory approach that is research-led, culturally attentive and deeply personal. Areej considers the artist’s practice, the histories and ideas surrounding the work and its relevance to the person or organisation considering it. She shares this context openly, helping clients make decisions that feel informed and genuinely their own. Every 4025 engagement is led by Areej. Trusted specialists and collaborators are brought in when a collection or project requires additional expertise.
Connecting cultures through art
4025 grew from a belief that art can build bridges between people and cultures. Encountering an unfamiliar artist, history or perspective can create a deeper understanding of both the work and the world around it.
Regional knowledge forms part of a wider contemporary art perspective. Artists are approached through the specificity of their practices rather than being confined by geography or identity alone.
Through collections, cultural journeys and collaborative initiatives, 4025 creates connections across places, disciplines and communities while remaining attentive to the particular context of every artist and project.
4025 advises new and established collectors on acquiring, developing and refining contemporary art collections. It also works with corporations, institutions and private patrons on collections, commissions and cultural initiatives.
The wider practice includes cultural journeys and developing programmes in education, artist mentorship, literary work and archives. Although these services take different forms, they share a commitment to informed discovery, cultural exchange and meaningful engagement.
Explore our services
Begin with a conversation
Whether you are discovering art, developing a collection or considering a cultural initiative, the process begins by understanding what matters to you.