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Auction Houses: New Deals, New Marketing

Art & Business | The exploding sales market at auction houses has resulted in the development of international marketing and communications strategies such as new concept creation and the shake-up of databases and customer relationship management (CRM) in the houses. The auction house of today is seeking to transmute into a brand.

Vente aux enchères ’’L’envers du décor’’ © FauveParis
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Vente aux enchères ’’L’envers du décor’’
© FauveParis

The current challenge of auction houses is to embody a brand and a cultural-event centre in an effort to become a media-brand and content producer.
Christie’s, Sotheby’s and Artcurial structure the French market, particularly in the high-range sector, while combining communications initiatives. Artcurial has opted for a multidisciplinary approach as per Christie’s, leaning on its Parisian roots and making its private mansion house a living space (book shop, co-branded exhibition, Italian restaurant, etc.). Christie’s and […]

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Version française

Vente aux enchères ’’L’envers du décor’’ © FauveParis Vente aux enchères ’L’envers du décor’ - FauveParis © DR Vue de la vente aux enchères ’L’envers du décor’ - FauveParis © DR Vue de la vente aux enchères ’L’envers du décor’ - FauveParis © DR

Vente aux enchères ’’L’envers du décor’’
© FauveParis

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