Christie's - 20th Century Sale

GRADIENT was tasked by Christie’s Global with re-envisioning the traditional auction by designing a sale that connected London, Hong Kong and New York, and was live-streamed globally. But most importantly, the redesigned format needed to generate the same suspense and excitement experienced during a Christie’s in-person auction to position Christie’s as an innovation leader in the industry. This global virtual experience was a game-changer for the industry of Art Auctions, and was noticed for its innovation by press ranging from the New York Times to key art publications such as Baer Faxt who wrote “Certainly a 180 degree shift from a Radio Shack level look in July to as total max level they could do”. As Christie’s main objective was to set the standard for their industry, this production surpassed their expectations. As for a quantitative KPI for the project, the viewership exceeded 280,000 viewers, almost +250% from Christie’s previous global live streamed show.