Date of Award

2018

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Roxanna Zarnegar

Abstract

Description: Estey Art personally connects individuals with high-quality, affordable art. The aim is to making living with art accessible to everyone and break down the barriers between millennials and the art world.

Problem: The mainstream art market is focused on established artists and established art buyers. This market is inaccessible and expensive to enter, which unnecessarily makes living with high-quality art exclusive and expensive. People interested in art feel intimidated by expensive prices and have few options for buying high-quality, affordable art. Even with emerging online art sales platforms and home-good websites targeted towards potential and novel art buyers, often the artwork is highly price, inauthentic (IKEA), or the website is extremely hard to navigate. For new buyers who want to live with art, the constraints are accessibility, art prices, authenticity and also the buyer’s limited time, limited knowledge of art and his/her own taste in art.

Solution: Estey Art will address the gap between individuals interested in living with authentic art and artists with affordable artwork, catering to the needs of a niche and emerging market. Estey Art will support and new and established connect artists with affordably priced artwork to affluent American millennials interested in yet unfamiliar with purchasing art.

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