Spending money to assign value to artworks already in one’s collection has always been happening in the art industry. Let it be the lavish press conferences, cocktail parties and news cover age done by galleries or auction houses prior to a major auction or viewing, or a collector himself builds up a good branding image for his own collection by buying numerous museum and art foundation board positions. In FRESCO, we recognize the importance of promotion in the art industry, however, we do not think it should be exclusive right for the mega players, rather, we want to decentralize this to everyone in or out of the art industry.
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