Christie’s tried to sell a Brancusi like a luxury perfume

And reminded us of exactly what is wrong with the art market.

By Carrie Scott

The art world is stuck between a rock and a hard place. Sales are down, and people seem to value the arts less and less as we launch ourselves further and further into this performative dystopia. Collectively, we need to work out how to get people to care about art again. And we need them to care in the way they care about their handbags and their celebrities and their TikTok stars. But if we try to advertise fine art by using the same language we use to sell luxury goods, then I am afraid we are missing the point entirely. 

Which is why this Nicole Kidman times Brancusi advert for last night’s Christie’s sale has (maybe) flopped. I don’t think we should blame them for trying - it’s the only language they understand.