The challenge is big, for gallery owners: to pamper a public of acquired collectors, while undermining the belief in expensive contemporary art. The second imperative is taking shape thanks to the digitization of offers. In this area, two Spanish women living in the United States stand out. Blanca Pascual (intermediary in modern art transactions) and Clara Andrade (director of the Pablo’s Birthday gallery) launched in June the first platform for collectors that uses WhatsApp as the main sales and presentation channel: the Pear Projects. The works do not exceed 600 dollars (500 euros). Membership is free. You just have to enter your phone number and send “PERA” in Spanish (or PEAR to receive the content in English). Every two weeks, the user receives on WhatsApp a presentation of special collaborations with selected emerging and established artists. The circle of collectors already has more than 1,000 members from more than 25 countries.
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