For the next two weeks, Christie's will project Andy Warhol's portrait of Marilyn Monroe onto the facade of Rockefeller Center:
Both sales ended up being huge hits for the auction house. The Basquiat portrait doubled its $20 million pre-sale estimate, while the $646 Million Rockefeller sale set a record for the highest-ever-grossing single-owner auction.
“Do I capture the buyer by projecting [Warhol’s painting] onto Rockefeller center? Probably not,” said Christie’s chairman of 20th- and 21st-century art, Alex Rotter. “But you know what, the thing we do here is to publicly exhibited. You don’t have to show me your checkbook to walk through the door. I want to show you art.”
The auction house has also partnered with the clothing store Lingua Franca to produce a Warhol-themed sweatshirt; with Pebble Bar to offer a custom cocktail; with La Maison du Chocolat to create a special storefront display; and with Rough Trade records to offer up a 60s-inspired playlist.
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