The platform began in May of 2021 as a collaborative online exhibition of artworks conceived by entrepreneur and founder Bettina Huang (now the company’s executive chairman) and created in collaboration with David Zwirner. It was designed to give small galleries a physical space to showcase their artists while their physical spaces sit idle due to COVID. A clear product of the pandemic in its early days, Platform has since proven that it can transform, adapt and thrive in the ever-changing art world.
Today, it operates with a lean, seven-person team of ambitious employees, all focused on making the art world more accessible. The Platform still offers a monthly selection of artworks from partner galleries, encouraging new discoveries, but over time, the company realized the importance of educating its core audience—especially young, first-time collectors—who wanted to interact with the Platform not only online but. and for offline programs and events.
Now, the art market will reach the pinnacle of its community-building efforts with the launch of the Chelsea Art Fair at the famous New York City hotel. Opening on November 23, before Art Basel Miami Beach, the one-day event will highlight five of the most exciting contemporary galleries, hand-picked by Platform: 56 Henry (New York), CASTLE (Los Angeles), Lomex (New York), Matthew Brown (Los Angeles and New York) and Ramiken (New York).
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The Spectator caught up with Platform COO Richard Thayer to discuss how the business has evolved and what’s next for the digital innovator. “We have a strong history of discovering and nurturing talent in the arts,” he said. “All the artists we work with are usually very sought after and often hard to find if you’re not an insider with a personal relationship with the gallery.” Accessibility has been one of the company’s main motivators since the beginning. “The main goal was to bring new people to the art market, and it still is.”
Over the years, Platform expanded its business to include affordable art-related items, such as a special fanzine. Save qui peut! (Run for Your Life)created by the American-born, France-based Crumb family: cartoonist Robert Crumb, his collaborator and wife Aline Kominsky-Crumb and their daughter Sophie Crumb. Other Platform works featured artists transitioning into wearable art, such as a large, reversible bag called “The Evolution Tote,” designed by artist Katherine Bernhardt, and a limited-edition hoodie created in collaboration with British artist Rose Wylie. These limited edition drops of artist collaborations tend to sell out quickly, reflecting the strong demand for more accessible art products, especially among younger audiences.
This form of e-commerce becomes an entry point for an audience that develops an initial interest in the artist by interacting before purchasing the actual work—often works on paper or other limited-value pieces. “I remember when we launched Josh Smith’s pendant necklaces, someone reached out on Instagram, saying that he already loved the artist and wanted something from him that he could finally afford,” Thayer recalled. “That’s what we were offering.” The Platform plans to expand this line of business, working with producers and brands that are already testing artist collaborations and acting as a bridge with the technology to fix these programs.
Since the end of the pandemic, the Platform has been hosting people’s events from time to time, such as entertainment hours, presenting their monthly choices, building brand loyalty and authority and bringing digital information to the virtual environment. What is in these activities, according to Thayer, is the purpose of creating a community of new collectors.
The continued success of the Platform probably lies in its personal approach. The team often act as mentors and educators, guiding collectors and helping them gain confidence in the art world. But recently the company has grown into a B2B consultancy, although it does not have applications as a virtual gallery or as an agency. “Platform is our name, but ultimately, it’s the name that best describes what we are and what we do,” Thayer said. Connecting galleries and collectors will almost always be its primary function.
As for where the Chelsea Art Fair fits in, it can’t be denied that it marks a new chapter in Platform’s journey. “We work very quickly, and we’re always down to try new things,” Thayer explained. “The monthly selection of new one-of-a-kind artworks will continue to be at the core of what we do, but our goal is to, you know, be a platform for galleries to reach more people and for people to be an accessible place to engage in the market and find the right talent. “
The Chelsea Art Fair will take place November 23 from 11 am to 6 pm Admission is free, but advanced registration is recommended.
