Engage new art buyer demographic
The market of art buying and selling is incredibly hermetic, and transactions are sometimes deliberately slow. Cars, jewelry and property can be freely bought online in one click. Art - rarely so.
There are good and bad reasons for this. Art is magic - and just slapping an e-commerce engine on a collection of high priced art would ruin some of the experience. David Zwirner, a mega-gallerist, ventured out to strike the right balance, and to open art buying to all digital citizens.