Platform debuted in May 2021 as a collaborative online showcase of artwork imagined by an entrepreneur and innovator. Bettina Huang (now executive chairman of the company) and built in partnership with David Zwirner. It was designed to give young galleries a virtual venue to exhibit their artists while their physical spaces remained dormant due to COVID. An obvious product of the pandemic in its early days, Platform has since proven that it can transform, adapt and thrive in an ever-changing art world.

Today, it operates with a small team of seven people, made up of ambitious employees, all determined to make the art world more accessible. Platform still offers a monthly selection of artworks from partner galleries, encouraging new discoveries, but over time the company recognized the importance of educating its core audience – primarily young, beginning collectors – who wanted engage with Platform not only online, but also online. also through offline programs and events.

Today, the art market is poised to reach the pinnacle of its community-building efforts with the launch of the Chelsea Art Fair at New York’s iconic Chelsea Hotel. Opening November 23, ahead of Art Basel Miami Beach, the day-long event will highlight five of the country’s most exciting contemporary galleries, handpicked 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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Observer met the COO of Platform Richard Thayer to discuss the evolution of the company and the future of this digital innovator. “We have a strong reputation for discovering and developing artistic talent,” he said. “All of the artists we work with are generally in high demand and are usually difficult to find if you are not an insider with a personal relationship with the gallery.” Accessibility has been one of the company’s main motivations since the beginning. “The main objective was and remains to attract new people to the art market. »

Over the years, Platform has expanded its business to include more affordable art-related collectibles, such as the exclusive fanzine. Save who can! (Run for your life)created by the Crumb family, born in the United States and based in France: the designer Robert Crumbhis collaborator and wife Aline Kominsky-Crumb and their daughter Sophie Crumb. Other projects on the platform have brought artists into wearable art, like the oversized, reversible tote bag dubbed “The Evolution Tote,” designed with the artist. Catherine Bernhardtand a limited-edition hoodie created in collaboration with the British painter Rose Wylie. These limited editions of artist collaborations tend to sell out quickly, indicating a strong demand for more accessible artistic products, particularly among younger audiences.

This e-commerce approach becomes the entry point for an audience that develops an initial interest in an artist through collaborations before eventually purchasing original works, typically works on paper or other moderately priced pieces. “I remember when we launched Josh Smith’s sculptural pendant necklaces, someone contacted us on Instagram, saying they had always loved the artist and were looking for something of his that they could finally afford it,” Thayer recalls. “That’s what we were proposing.” Platform plans to expand this line of business, working with manufacturers and brands who are already exploring collaborations with artists and acting as a bridge with the expertise needed to organize these initiatives.

Since the end of the pandemic, Platform has periodically hosted in-person events, such as happy hours, to showcase its monthly selections, build brand loyalty and authority, and bring the digital experience to a physical space. Inherent in these activities, says Thayer, is the goal of creating a community of young collectors.

Platform’s continued success likely lies in its personal approach. The team often serves as advisors and educators, guiding said collectors and helping them gain confidence in the art world. But recently the company has expanded into B2B consulting, although it doesn’t plan to operate as a physical gallery or agency. “Platform is our name, but ultimately it’s also the term that best describes who we are and what we do,” Thayer said. Connecting galleries and collectors will probably always be its main mission.

As for the Chelsea Art Fair, it is undeniable that it marks a new chapter in Platform’s approach. “We work really fast and we’re always willing to try new things,” Thayer said. “The monthly selection of unique new artworks will continue to be at the heart of what we do, but our goal is, you know, to be a platform for galleries to reach more people and for people to have an accessible place to engage with the market and discover the right talent.

Chelsea Art Fair will take place on November 23 from 11 a.m. to 6 p.m. Admission is free, but prior registration is recommended.