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CHRISTIE'S 20TH CENTURY SALES

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Conceptualization:

50%

Implementation:

50%

CHRISTIE'S - 20TH CENTURY SALES 2020

Christie's - 20th Century Sales 2020

Client:

Christie's - 20th Century Sales 2020

Industry:

Luxury

Type:

Virtual, Hybrid

Location:

New York, London, Hong Kong

KPI:

280K+ viewers, +250% from prior show

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CHALLENGES

Christie’s tasked GRADIENT with re-envisioning the traditional auction by designing a sale from London, Hong Kong & New York, live-streamed globally, that would generate the same suspense and excitement experienced during a Christie’s in-person auction.

STRATEGY

Transitioning Christie’s into a brave new world, GRADIENT redesigned the iconic Christie’s rostrum, previously used for over 200+ years, as well as their auction rooms, to reflect a new era of multi-dimensional broadcasting. During the sale, GRADIENT utilized a 3D virtual world to kick off the sale with an informative pre-show bringing together Christie’s friends and art experts from around the globe in one same environment. The excitement of the in-room tension was brought to life by IRT expert commentators that shared exclusive auction insights. The tempo of the show was orchestrated by custom composed music to induce the familiar feelings of drama and energy, from the comfort of bidders’ and viewers’ homes.

The sale showcased Christie’s as a prominent leader in technology and innovation, pivoting auctions into the ever-changing 21st Century.