multiplied – christies muscles in to art fair business

12 October 2010 § Leave a comment

This October, in what is undoubtedly the most important week in the London Contemporary Art calendar, Christie’s is taking advantage of the international interest generated by Frieze to create their own ‘Fair’ – Multiplied – showcasing Contemporary Art in Editions. Around forty dealers ranging from major dealers like White Cube down to relative tiddlers like Black Rat Projects are taking advantage of the relatively low-cost stand space to sell low to moderate-priced works that appeal to new collectors. The  works will include not only prints but, for example, editioned photographs and sculptures and will reportedly start at a just a few pounds with the aim of tempting new clients in to the world of buying art.

Over thirty London galleries have temporarily dropped their objection to Christie’s muscling-in on to what is traditionally dealer territory. Christies tell us that “Multiplied will be the perfect place to scope out the vibrant contemporary editions scene, featuring young, emerging talent alongside eminent contemporary artists. With prices from £50 to £10,000, and editions in all shapes and sizes, from prints and photographs, to artist’s books and 3-D multiples, you may just spot ‘the next big thing’. An initiative of the Christie’s Prints and Contemporary departments, Multiplied aims to support contemporary publishing by providing a much needed platform to exhibit editions during this significant week; and to nurture a wider appreciation of editions amongst the art buying public.’

Marc Quinn - Apple

Multiplied is not the only effort the auction houses are using to move away from traditional auctions. Phillips de Pury are co-operating with Saatchi at his Chelsea gallery and feature selling exhibition of works in the top floor gallery – their latest is Korean Eye. Sotheby’s in New York is holding the exhibition Divine Comedy – around eighty widely varied works ranging from Cattelan to Brueghel, some for sale.

In recent years of course the two main auction houses have ventured in to dealership – Christies has bought Haunch of Venison, while Sotheby’s choice was the Old Master dealer Robert Noortman. But there is more – New York Sotheby’s opened a wine retailer in New York and also offers retail diamonds and jewellery in New York, Hong Kong and London. What next – groceries and insurance!?

Exhibition Viewing Times:
15-18 October 2010, 10am-5pm

www.multipliedartfair.com

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