Online shopping has become something of a sport of late. It is now possible to purchase socks, dishwasher tablets and the latest Pulitzer prize winner in one fell swoop. For the past week, it was also possible to drop $2 million on the latest it-piece of Modern Art.
The Frieze New York’s adoption of technology was anything but reluctant. In the realisation that the real-life event could not take place as a result of Covid-19, alternative measures were taken to ensure that the show could go on and go on it did.
Much to everyone’s surprise, sales were more impressive than years past. George Condo’s “Distanced Figures 3” sold for $2 million, while El Anatsui’s “Metas III” took home $1.5 million. The sales were good, even if the atmosphere was not.
Marc Payot, co-president of gallery Hauser & Wirth, noted that: “We were very surprised by how successful we were. We have to focus on other creative ways of connecting with our audiences and this pushes the online part of our business forward.”
There were some who criticised the more digital event. Richard Chang, a prominent collector noted that: “You lose the essence of what an art fair is about. It’s an event.”
Indeed, it is possible that the missing social aspect has reduced the appeal of such events. According to Samantha Glaser-Weiss, partner and senior director of Kohn Gallery, viewers must avoid asking questions such as: “After you start looking through for 20 minutes, are you bored?” she continued: “It’s one thing if you’re going through a fair, it’s another thing if you’re sitting at your computer.”
While the situation is less than ideal, Michael Ovitz, the former Hollywood mogul, sums up the situation best: “Better than giving in to this insane situation and cancel and do nothing.”
