![]() ![]() In the case of Zwirner gallery, their Oscar Murillo mini program presentation, launched this past April, resonated with Chinese viewers, with artworks on paper and paintings selling for between $45,000 and $350,000.ĭavid Zwirner has used WeChat to sell works by Oscar Murillo for up to $350,000. According to Xu, it is “essential for the gallery to have a strong presence on WeChat beyond simply a Chinese translated mirror to their main website.” Other major galleries, like Capsule Shanghai and David Zwirner, utilize WeChat’s mini programs, which are essentially apps within apps that can facilitate e-commerce, virtual tours, live chats with business representatives, and more. This year, they livestreamed guided tours of gallery shows featuring works by the likes of Annie Leibovitz and William Kentridge, garnering 14,000 views and 13,900 views, respectively. According to Lihsin Tsai, a senior director based in Hong Kong, “In addition to the article posts, we also have very strong video content and active livestream activities in collaboration with an influential media platform Yi Tiao in mainland China.”įor the blue-chip gallery’s exhibitions in Hong Kong, art fairs in Asia, and artists’ projects in Asia, their WeChat account would host livestream guided tours or online conversation with the artists, to engage wider audiences. Most galleries tend to use their WeChat account as a newsletter for their followers, announcing projects and sending them updates on exhibitions, as well as directing them to their official website and email.įor the Swiss mega-gallery Hauser & Wirth, the app serves as a more than just a Chinese mini-website and information hub for their exhibitions and events in Asia and beyond. Leo Xu, a senior director at David Zwirner gallery in Hong Kong, agreed, saying that the app “is especially important as there is not as much Chinese language information on our artists we are very committed to creating that content to share their stories and artworks on WeChat.” “Since the platform is the primary way for mainland Chinese audiences to access and share information, this was the first step to engaging with them without a physical space in the region.” “We started our WeChat account in May 2018 to establish an online presence specific to China,” she said. Felicia Chen, a Taiwan-based director with Blum & Poe, told ARTnews that having gallery materials available online in the native language of Chinese collectors is essential to driving engagement and building relationships. One of the specific benefits of WeChat is the availability of information in Mandarin. ![]() ![]() For these galleries, WeChat helps reach Chinese collectors, specifically those based outside major cities like Shanghai and Beijing.ĭealers said the app was especially useful in tapping millennial and Gen Z art collectors in Asia, who helped keep the art market buoyant during the pandemic with their deep pockets and high value purchases. So too have local and regional galleries, like Capsule Shanghai, Pearl Lam Galleries, de Sarthe, and more. International galleries like Hauser & Wirth, David Zwirner, Perrotin, and Blum & Poe have been using it to reach their clients. Hauser & Wirth's Paris Location Opens with a Superb Henry Taylor Exhibition
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