The Secret Artwork

The bear became the promoter for The Secret Artwork

Why would you buy an artwork? Is it a commodity to speculate with? Something beautiful for the wall? A conversation piece? A mirror for your deepest emotions? Think about that. What would it mean for you to buy a secret artwork?

Together with KOP we developed a strategy to promote The Secret Artwork. We decided to buy some bear suits, go to Art Rotterdam and hug everybody who was enthusiastic. During this hug we told people about the secret artwork, encouraging their curiosity.

The Secret Artwork was for sale during a period of 88 days. Anybody could buy it and decide what they wanted to pay, but it had to remain a secret. We had conversations with potential buyers, and in the end sold this work to ten different people. They all signed a confidentiality agreement.

After a year on hold we had the wish to extend The Secret Artwork even further. We organised an event where co-owners had the possibility to meet each other and people who where interested in buying could ask their questions. After this we sold The Secret Artwork to three other people. After this sales period we took a break from active solicitation, but The Secret Artwork is still for sale.

A selection of the co-owners from Het Geheime Kunstwerk (2018)

Do you also want to buy The Secret Artwork? Read more about it via our shop.


Sales: 18 April 2018, 14:53 by a programmer / photographer – 10 April 2018, 14:25 by an artist – 9 April 2018, 16:25 by a writer / teacher / artist – 16 May 2017, 11:00 by an artist – 5 May 2017, 15.30 by a mediaspecialist – 4 May 2017, 13:47 by an artist – 1 May 2017, 12:57 by a curator – 24 April 2017, 21:43 by a physiotherapist – 24 April 2017, 16:56 by an artist – 19 April 2017, 11:36 by a student – 10 April 2017, 21:00 by an programmer – 27 March 2017, 21:07 by a business controller