The art market with its primary and secondary market, its diverse large and small platforms, is not just a temporary museum, but rather a department store in the sense of Émile Zola’s grands magasins: a place of sophisticated presentation and seduction.
 
One of the greatest challenges for the different forms of the art market is the continual rearrangement of their objects and setting them into relation. To animate the existing target audience and to reach a new clientele, it is important to set present-oriented impulses and ideas in marketing.

The art market has its place as part of the lifestyle market as well as belonging to the luxury market. Like the luxury market, the art market would greatly benefit from opening up its principles of marketing and staging.

A balance between the digital and analog world as well as the the definition and creation of tools which allow the digital to be experienced also in a non-digital way way is necessary.