Bid27 Art Auctions is a partner company of Think Tank Gallery, run by an award-winning auctioneer named Mark Schustrin, who I met over a coffee on the porch of our COFFEEGRAPH installation. We host an auction with them every few months, tapping into local, international, and Think Tank talent to expose rising artists to new collectors.
Think Tank Gallery serves as Brand Director for the company, with tasks from managing social media to creating all visual content including video, and programming direction. My background in hosting events means that every time an auction comes up, my main task is to keep the team on point, both in planning programming leading up to the auction itself and in curating the work and educating the auctioneer. Since the brand began, we've been at the helm of its visual direction and the events it hosts, including in designing its website, which you can see planned to the left.
As brand directors for Bid27, the Think Tank has done a ton of work in creating a solid landscape for success. Every sponsor Bid27 approaches it does so with a partnership proposal created by our team. From alcohol sponsors to framing partners and generally when reaching out to collectors, media or artists, the Think Tank takes what Bid27 does best and puts it into a space that defines its value and goals in an easily-consumable manner. My partner Patrick Nissim has taken the work we've done in creating decks in the past (see CHILLED AIR, COFFEEGRAPH and more) and refined it to the science needed for this art auction company to impact the large brands it contacts.
The Think Tank assisted in creating the name, slogan, brand voice, logo, and much more for Bid27, and you can see how we created all of this in our original proposal to the right.
Programming direction has also been an important part of the Bid27 brand, taking the auction platform and creating a scaffolding of lectures, private dinners, and mixers from which to pull new collectors. The biggest contribution that the Think Tank has made to Bid27's success has been the assisted curation of artists, and the top-notch way that their work is hung.
Check out the a pitch to Angel City Brewery here, one to our framing partner Sherman McNulty here, and the onesheet on Bid27 here (all created by Patrick Nissim with a bit of my assistance), see our initial brand kit to the right, and look at the brand's installation guidelines we created below.
Bid27 is inspired by Gertrude Stein's 27 La Rue, a salon that brought together artists, philosophers, poets, and thinkers of all kinds to be exposed to brand new ideas and inspirations. As such, the brand was looking to present its work in a salon style without its inherent messiness in presentation that makes it difficult to sell. Enter the "salon-style cluster," a hanging style that the Think Tank has been utilizing for years that is now specifically catered to Bid27's needs.
The install style seeks symmetry, arranging in rectangles where possible, and gapping the work by 4" from one another everywhere possible. Museum-standards are achievable by hanging arrangements at 60" center, with exciting opportunities for lighting and creative asymmetry a noticeable departure where desired. The most sellable works are able to be emphasized without slamming them over the viewer's head, and the goal of educating collectors on a specific artist at a time is met. One can imagine building a collection of this work immediately upon viewing, and since the work is all ready to be picked up and brought home, this is certainly possible.
Works are hung with tones, colors, line, size, and more taken into consideration, and arranged from one artist to the next as such. For a representation of each install from our most recent auction, check out the associated catalog from the show by clicking here, and a video from our first auction below.