Date of Award


Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Roxanna Zarnegar


With the current climate of the art market as its own massive asset class, as well as, the exponential interplay between art and all aspects of popular culture—music, fashion etc., the demand for accessibility to art is more intense than ever. Millennials want to be involved and understand, this seemingly, impenetrable marketplace that now has taken over contemporary culture and streetwear. This year alone, the most popular contemporary gallery shows across the world have been held by artists that have crossed over into fashion and more recently into streetwear, some recent examples include: Takashi Murakami, Virgil Abloh, Kaws, Daniel Arsham. However, fashion and art collaborations date back to the 1930s when Elsa Schiaparelli, a luxury women’s clothing designer, collaborated with Salvador Dali on a dress worn by Wallis Simpson in Vogue in 1937. (1) Thus, Gogh aims to eradicate the intimidation that surrounds the seemingly impenetrable art market and make it accessible for millennials who have garnered an interest through these various collaborations and want to learn more. Successfully navigating the art world requires a lot of knowledge and adroitness, if one were to just jump in they would have no idea how the unique market works. Gogh will use its onboarding process to guide new users and educate them on the fundamentals of the art market before they are immersed in the game where they will put these skills to use.

Gogh will enable this new generation of future collectors and millennials interested a way to experience the art market In a simulated setting without the necessary capital required in reallife. In 2017, the mobile gaming industry’s revenue was $40.6 billion dollars worldwide.(2) This is a massive industry that currently has nothing similar to what Gogh will provide. Gogh will provide both an educational as well as a fun and competitive landscape for users to learn about the art world in the most simulated virtual market place possible.

Gogh will be an engaging, gamified app experience that allows users to browse, buy, sell, and trade art in order to build their own “Virtual galleries.” These galleries will be socially interactive as users will be competing against other users all over the world to climb the leaderboard with their curatorial scores and collection values. There will multiple methods for buying and selling art; weekly auctions, virtual spaces of renowned galleries with works for sale, and the ability to buy and sell from other collectors. Gogh’s long-term goal is to make art accessible to demographics that cannot afford to participate in the exclusive, upper-echelon hobby of art collection. It will solve the current gap in the marketplace for a simulated art market game and the constraining issues of inaccessibility that the art market in real life has. Gogh enables all to participate and to learn simultaneously.