Shop on the couch 2.0

The composition of multi -colored spots on a blue background is not another example of painting of action, inspired by the masters of abstract expressionism, and its creator is by no means looking for emancipation, spraying paint in a spontaneous act of creativity. Behind the decorative picture-the work from the series “Under the Influence” , which was put up for the joint bidding of Phillips and the Paddle8 online auction at the end of June, the painstaking statistical work lies. After all, the artist Jonas Lund is obsessed with the collection of information, the analysis of databases, the compilation of ratings and ingenious algorithms that allow you to identify the structure of the modern world of art and the mechanisms of its action.

So the mentioned work was done according to a clearly developed algorithm. Lund collected information about the lots most successfully sold at the March Auction Phillips " Under the Influence ". That is, he analyzed the characteristic features of top-lots: what size they are, what colors predominate in them, what customers prefer, this is an abstraction or figurative work-and, of course, the method of execution: oil or acrylic paints, printing, drawing, etc. And then drew up a detailed instruction of the “assembly” of work.

The result is an average, average image of a commercially successful work. Is it too surprised that the artist who was used to engaging in digital art had to take up the brush-decorative, abstract compositions that fit well in the interior, still in the leaders of auction trading. And it is not surprising that out of 23 works selected for these online trade, the work of Lunda the only one left with a noticeable excess of estimate-6000 pounds instead of the expected 1,500-2000.

But if everyone has long been accustomed to the Internet and digital technologies in art, then their victorious march in the field of art trade is a relatively recent phenomenon. Transactions are rapidly moving into virtual space. According to the report of Arts Economics , in 2013, the volume of sales of art works on the Internet amounted to 2.5 billion euros. The company's experts predict that by 2020, an online art market consisting of online sales of physically existing auction houses and galleries, as well as companies operating exclusively in virtual reality, may exceed 10 billion euros.

The Paddle8 online auction, on which Lunda was sold, is one of the brightest startups in this area. He appeared in 2011 and today spent more than one hundred trading, more than paying for the initial investment in the project (about $ 10 million). To buy a job at an auction, just register, choose a lot and enter your “bid” into the allotted field - the amount you want to spend. The whole procedure is very reminiscent of EB Ay auctions. As soon as someone sets a higher price, an email will receive a notification-and you can leave a higher “bid”. The site has a sign in which the “step” of the auction is described. For example, for work worth less than $ 1,000, “step” is $ 50; For work more than 100 thousand dollars - 10 thousand. Typically, auctions last a couple of weeks, so the buyer has enough time to think over the purchase. The danger is that the most fierce struggle for the most popular work can unfold in the last seconds of the online life of the auction. So, the owner of a faster Internet and a nimble device will win.

For buyers, the virtual site is seductive for at least two reasons. Getting rid of physical space, expensive offices, showrooms and printed catalogs, Paddle8 can reduce the size of the commission - here they make up 15% of the final price. And giving customers the time for thoughts - to rid them of passions, often playing in the auction hall: trading sometimes wake up excitement in the most cold -blooded players.

However, as experts say, the destiny of online traders has so far remain relatively inexpensive work. At the current Paddle8 , dedicated to the American Independence Day, the cost of lots (with the exception of Princes Andy Warhol, Ed Rushu and another couple of work) does not exceed $ 5,000. Multi -million transactions will be associated with the brands Christie's , Sotheby's and other auction houses with many years of reputation and exhibition halls for a long time. The main weaknesses of the Internet trade lie in the inability to really see what you buy, and the absence of direct communication with the seller, which is necessary to form the customer's trust. Of course, someone may like anonymity-there is no need to push at fairs or in auction halls, to fight with fear of entering the sterile room of the gallery, turning close views. The opportunity to buy the work of Pablo Picasso, sitting on the couch in pajamas, is able to turn his head. But the purchase process, reduced to several pressing buttons on the keyboard of a computer or smartphone without any preliminary investigation, may have bad consequences.

The Giant of the Internet trade of Amazon launched in 2013 the Fine Art section, embodying all the pros and cons of the art purchases via the Internet. On the one hand, the catalog of the works presented is incredibly detailed: here is painting, photography, and mixed technology, about a hundred diverse styles (many will be a discovery for art historians), as many thematic tags. Work can be selected in length, width and color, format. You can choose artists or certain sellers. And, of course, the price. At the moment, the two most expensive paintings are “Liverpool docks at night” (1886) John Etkinson Grimshou and “Football” (1921) Fedor Zakharov. Both are “in stock”, are ready for sending (delivery, as politely resembles Amazon , free) and cost 495 thousand dollars each.

Such a businesslike, if not straightforward, the approach would have to finally save the indecisive buyer - especially the newcomer - from doubt. I chose one of the thousands of works (there is no such choice at any auction and in any gallery), put it in the basket, paid for a single “click”, received the parcel. The fact that all the usual rituals related to the purchase of the work are preliminary conversations with experts, independent research, exhibitions and cocktails, price negotiations - are reduced to nothing, can be considered a plus and saving time and effort. However, a shortage on the site of introductory materials, special information is rather a minus.

Equating the mechanism for selling a work of art to the mechanism for selling an electric teapot or vacuum cleaner, Amazon Fine Art pretends that the work is a standardized product, that everything is in order with it by default. After all, buying a kettle over the Internet, we are not worried that it may be false; Well, if he refused to work, that is, a guarantee and the right to return it within 30 days. The same conditions, in theory, act in the case of works of art. However, Amazon does not oblige sellers (gallerists and dealers) to provide information about Provenance or draw up a detailed report on the state of work - and this must be known to any buyer of art, especially if he is going to part with several hundred dollars in the virtual space. The site interface does not make the client obvious the fact that all this information, in principle, can be requested directly from the gallery.

But any work of art, bought using the artspace website specializing in the art of art, will be accompanied by a certificate of authenticity. Artspace, along with competing Artsy, is doing everything possible so that customers are not afraid to make purchases online. The logic of sites is very similar: in both cases, the rate is made to expand user horizons. Artspace launched his own online magazine, where he publishes interviews with artists and collectors, reports from workshops, reviews of exhibitions and fairs, and even small tests for knowledge, for example, Jeff Kuns. For those who do not want to waste time on studies, but need an opinion of a specialist, there is a section “Collecting”. Here are collected pre -prepared by invited experts (curators and gallerists) or the editorial office of the site thematic collections - no more than 30 works in each; And each is ready to buy right now.

Artsy offers a slightly different way of navigation. The ART Genome algorithm is involved here, which allows you to create the most unexpected combinations of work. So, after looking at the work of Ai Weiwei on the site, you can easily finish in the section on Sandro Botticelli. Both artists used metaphor and allegory as a creative method and on this basis the “genome” are connected.

One way or another, both sites are conceived to sell. Both try to get important commercial and non -profit partners (for example, works from many world museums are presented on Artsy “for inspiration”). Often the same gallery cooperates with both sites. For example, Jack Hanley put up Tauba Auerbach “Fold Slice Topo II” and on Artspace for $ 6,000, and on Artsy . The price on the last site is not indicated - to find out it, you need to contact the consultant ( email is indicated right there) or write directly to the gallery (also directly through the site). The developers carefully prepared a sign with simple text: “Good afternoon, I am interested in the work of NN . Could you confirm the availability and price of work? Thank you". I click "Send." A minute later, confirmation of sending my letter to the gallery comes to me, a couple of hours later a response comes from the gallery itself. The price is the same as on another site.

Naturally, the same work can often be found in different galleries. For example, the same work of Auerbach is also exhibited at Artsy at Senior & Shopmaker Gallery ; True, as it turned out, almost twice as expensive. After short negotiations with the gallerymen (I was still not going to buy a job) that it turned out that the higher price was due to the “pristine” state of the print, which had never before been formed in the frame and was made specifically for the gallery. So, as my interlocutor explained, any damage is excluded.

The ability to buy a work of art on the Internet is not surprising today. Many have long stopped going to shops for clothes and products; They prefer to start new acquaintances in the virtual space. It seems that the Internet saves our time and sometimes strength. But the meeting in the real world will take place anyway - including with art; The question is whether it will justify our virtual expectations.