Auction house Christie's may be celebrating its 250th birthday in 2016, but it's trying to seem more youthful in this promo for a contemporary art sale happening this Monday.
From the Christie's site: "Professional skateboarder Chris Martin rides through Christie's, giving a behind-the-scenes look at highlights from our 'If I Live I'll See You Tuesday' Contemporary Art Evening Sale, with a soundtrack by Awolation."
The video—presumably made in a contemporary style to push the contemporary product—does a nice job of showing off the art. Loic Gouzer of Christie's tells NPR: "We always show art in the same way, on pristine galleries, on white walls and I think that if you change a bit the context, you infuse it with a new meaning."
But not everyone is impressed.
Art critic Michael Miller of the New York Observer said, "I thought the video was ridiculous. As if they're marketing to a bunch of punk rockers who like skateboarding but, you know, have an extra $10 million just on standby to spend on a Warhol."
If nothing else, Martin has the role of douchey art handler down pat.
Directed by Gary Gardner. Via The Denver Egotist.