Each of the big three auction houses is making efforts toward attract younger buyers — with a diversity of endeavors that underscores the significant range of young collectors' interests.
with skateboard and clothing company Supreme. A set of three Damien Hirst-designed skateboard decks was on offer , alongside a bright-red-and-white pinball machine ."Vive la fête des idiots" , by Jean Tinguely, on sale at the Christie's 100 sale in January 2020.Noah Davis, associate specialist in Christie's post-war and contemporary art department, spoke about tracking progress by new user activation.
Nussbaum emphasized Phillips' online efforts."We've made a push to be a 'digital first' company," he said."Today's collectors are looking to do everything they can from their laptops and phones, as efficiently as possible." Last fall, the auction house eliminated its traditional hard-copy catalog for its New Now sales and moved all related literature online.It's hard to sell art to people who don't know much about it.
Over the past five years, Terase has led three major endeavors in Hong Kong that are tailored to younger audiences. In the fall of 2016, the auction house launched, guest-curated by Asian pop icon and collector T.O.P. The sale, according to the Sotheby's website, marked"the highest-value sale of Western contemporary art ever held during a major auction series in Hong Kong."
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