Electra Projects


Art Advisory & Collection Management




Fall 2020 - ongoing


Communications Strategy
Media & Press Strategy
Press Relations

Featured Press:

Affordable Art Fair (IGTV)
A Women’s Thing
Indulge Miami

Electra Projects, founded by Alexandra Freedman, is a full-service art consulting firm on a mission to reduce the barrier to entry for clients seeking to begin collecting or looking to augment their collection and manage their existing holdings. Through established relationships with galleries and trusted resources, Electra Projects provides professional guidance for acquiring quality contemporary art across all mediums, in addition to comprehensive project and collection management for residential and corporate interiors.

Alexandra’s purview incorporates a sustainable approach to collecting that combats the traditional notion that collecting is only for the 1%.  She stewards education, connoisseurship, and curiosity, seeking to place works by ascendant young talent, established professional artists, and blue chip masters. Electra Projects recognizes that contemporary collectors seek an integrated approach to fine design and art, thus enlisting a collaborative approach that integrates the art collecting vision within the interior architecture and design of a dwelling or project.

Hayworth has facilitated strategic outreach on behalf of the advisory, placing articles spotlighting Alexandra’s education and best practices, and negotiating speaking programs that add color to her perspective and reflect her passion and enthusiasm for the trade.