Auction houses turn to AR

Auction houses turn to AR

Wednesday, August 05, 2020

Print this page Email A Friend!

The world's top auction houses have turned to augmented reality (AR) to put bidders in the room with the pieces up for bids. AR is just one of the tools deployed by the likes of Christie's who have created virtual galleries.

Auction houses have long moved with the times, introducing telephone and online bidding for clients who could not be on location to raise their paddles or give a wink to the auctioneer.

Cat Manson, global head of communications at Christie's, revealed that they are pulling out all the stops to make sales as seamless as possible.

“We also have a clever augmented reality tool used during our recent global ONE sale [focused on 20th-century art]. As a result, our digital reach to clients and prospective collectors is unmatched, with 1.5 million users on Instagram across accounts, a billion active users on WeChat and a rich digital content platform that can continue to engage collectors daily during this interim period,” she said.

Sotheby's has also embraced the latest technology in an effort to reach clients. Their latest auction spread across four rooms in a global production which used 57 crew and 22 cameras. Many of the cameras were robotic to allow for social distancing in each gallery space.

Like many businesses, the auction world has taken this new approach with a boldness which suggests that the changes will stay. Based on the high level of participation, their clients have also given the innovations the seal of approval.

Now you can read the Jamaica Observer ePaper anytime, anywhere. The Jamaica Observer ePaper is available to you at home or at work, and is the same edition as the printed copy available at




1. We welcome reader comments on the top stories of the day. Some comments may be republished on the website or in the newspaper � email addresses will not be published.

2. Please understand that comments are moderated and it is not always possible to publish all that have been submitted. We will, however, try to publish comments that are representative of all received.

3. We ask that comments are civil and free of libellous or hateful material. Also please stick to the topic under discussion.

4. Please do not write in block capitals since this makes your comment hard to read.

5. Please don't use the comments to advertise. However, our advertising department can be more than accommodating if emailed:

6. If readers wish to report offensive comments, suggest a correction or share a story then please email:

7. Lastly, read our Terms and Conditions and Privacy Policy

comments powered by Disqus



Today's Cartoon

Click image to view full size editorial cartoon