_In episode 4 of our new series, we look at how collectors purchase – and live – with art_
Today’s collectors have more ways to buy art than ever – from galleries and fairs to auctions and online platforms. Each path comes with its own logic, etiquette, and risks. This episode demystifies those channels and the decisions behind them, drawing on candid perspectives from Amy Cappellazzo, Vanessa Carlos, Paul Donovan, Jeff Magid, and Carola Wiese.
We look at how galleries place works by learning a collector’s taste and intentions and why price is shaped not only by an artist’s reputation but also by depth of demand. The episode also considers what happens after the sale: living with art, provenance, and time. Online viewing rooms and pandemic-era transparency have lowered barriers and brought in new buyers, but discernment still matters – believing in an artist’s practice, thinking about zeitgeist versus staying power, and resisting the churn.
Decoding the Art Market
Created by Art Basel in partnership with Global Lead Partner UBS
The art market can appear opaque, driven by its own codes and conventions. Yet it is also a space of exchange, creativity, and evolving possibilities. Decoding the Art Market is a five-part film series that shines a light on this complex system, with leading art world voices – including gallerists, economists, artists, and journalists – sharing their perspectives. Designed for both new and established collectors, the series traces how value is created, what drives transactions, and how the market continues to evolve in a global and digital era.
Producer/Director Johnny Nghiem
Director of Photography An Nguyen
Post-Producer Philipp Weinrich
Lead Editor Julia Love
Assistant Editors Sara Herrlander, Johnny Nghiem
Motion Designer Aljoscha Höhborn
Colorist An Nguyen
Sound Recordist/Mix Roi Rico
Title Design Mitchell Gillies
Production Company Soft Launch
Executive Producer Jordan Leech
Creative Directors Akiel Gallina & Elena Feijoo
Art Basel
Head of Editorial Dr. Jeni Fulton
Senior Editor Alicia Reuter
Senior Creative Strategist Caitlin Britton
UBS
Project Manager Brand Activation, Sponsorship & Events International Culture Sarah Edelmann-Norton
Special thanks to Hayley Jones, Founder, Rose Social
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