Gotta love the millennialisation of auction houses. From online speed auctions to hosting sales of rare Nikes to courting hype curators, the likes of Sotheby’s and Christies are pacing ahead in attracting younger demographics.
The latest initiative is a Sotheby’s boutique. Just opened at Sotheby’s‘ flagship on York Avenue in New York, the bricks-and-mortar store will rely on guest tastemakers to curate pop-up sales that hopefully mimic the adrenaline rush of scoring a hard-to-get grail item from one of its auctions.
Sounds kind of fun and I love a ‘curated’ store and yet, I can’t help wondering if it wouldn’t be funner to sex up the IRL drama of real life auctions to appeal to this newly-minted luxury demographic. This would surely be retail theatre at its best. Maybe something to think about post-pandemic…
IMAGE: Sotheby’s retail store
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