— Christie’ NewYork Spring Post-W and Contem
s ar porary
Art sales in 2008 offered a spectacular series of lots
— Including an extraordinary grouping of Abstract
Expressionist paintings –
— A Rothko, a Sam Francis and a Gottlieb
— A series of unique artworks from the eighties –including
works by Jeff Koons and Richard Prince
Double Brando” W
— The Kauffm house designed by Neutra, an
architectural landm of the Post-W period
Im agination w invited to deliver a digital experience that
w ould highlight this unique opportunity, generate excitem ent
around the three sales and highlight in the process Christie’s
m arket leadership.
— To raise aw areness of the exciting lots featured in the
— To help build m entum in order to clinch the sale of
m exciting w
ore orks of art for these auctions
— To enhance the perception of Christie’ as the m
leader in these three periods
The luxury consum online
— 42% of luxury buyers cite the internet as one of their three
— M luxury consum cite the Internet as a top-three source
of information than cite stores or magazines
— M any are experienced net users –banking, share-dealing,
shopping and com unicating online. In 2000 53% of the
affluent audience w online versus 43% of general
— Expect high-quality, high-value, usable content experiences
* Forrester, The Millionaire Online 2001,
Social Computing Strategies for Luxury Brands 2009
Brands do not define luxury, but many luxury consum look to the
brand and the brand’ reputation as a signal of quality.*
* The Conference Board,The Global Luxury Market
“Luxury is highly personal and something the individual interprets and
judges for him or herself.”
— Expert, authorative
— Innovative and dynamic
Investments, yes, but also passion pieces.
Value of art is about the combination of excellence and emotion.
Deliver content rich, user-focused experience
Enhance the personal brand of the interested visitor.
Complem not cannibalise Christie’ brand.
The art is the hero, not our design. Create an emotional context
around them .
— Design and build of a one m inute flash anim ation that brings to life the
key highlights of the sale in a dynam and com
ic pelling m anner. This
anim ation w used on christies.com as w as on a dedicated m
as ell icro-
site and other in-house channels, such as TV m onitors.
It w also be dissem
as inated to visitors of Christie’ offices around the
w orld using Bluetooth and other technologies.
Com ponents of this anim ation (e.g. any logo treatments) w also be
leveraged for opportunities around subsequent PW -CA sales or sales
for other departm ents.
— Design and build of an elegant m icro-site, developing a unique
experience that w eaved together the m any different aspects of the
sale and the rich content already available, to build a compelling,
— Applied the design developed to a series of ancillary com unication
pieces such as em tem
ail plates and event invitations.
— Build and delivery: 02/29 04/09
— Site live: 04/09