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CHRISTIE’S 20/21 CENTURY SALES

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Conceptualization:

50%

Implementation:

50%

House of Suntory Tour -
Miami Swim Week

Christie's - 20th/21st Century Sales

Client:

Christie's - 20th/21st Century Sales

Industry:

Luxury

Type:

Hybrid, Live Broadcast Auction

Location:

Global

KPI:

Infuse innovation into the reimagined 20th and 21st Century Evening sales to bring an elevated broadcast experience to guests around the world

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CHALLENGES

Gradient built on past successes with Christie’s marquee auctions to bring innovations and style to their reimagined 20th and 21st Century evening sales. Streamed live from Rockefeller Center, the twin sales saw active bidding in New York, London, and Hong Kong, as well as online. Gradient pushed the saleroom design to create a chic and modern environment, infused with the latest technology to keep Christie’s at the forefront of their industry.

STRATEGY

In a unique partnership, the 20/21 sales invited a virtual audience into the saleroom through Christie’s Virtual Skybox powered by Microsoft Together. The enhanced viewing experience also included an immersive livestream, offering a dynamic 360-degree view of the saleroom and placing guests at home in the middle of the action for the first time ever. A combined 1,390,270 viewers tuned into the livestreamed events on 11 platforms. Engaging pre-show content and media throughout was created to elevate the broadcast and highlight the masterpieces at the center of each sale, bringing the excitement and beauty of the Christie’s experience to guests around the world.