We collect various things, not necessarily works of art. The collection is created according to certain assumptions and a specific key adopted by its owner. Often the concept does not emerge immediately and is not rigorously planned with the first purchase. It becomes the result of the evolution of interests and the more and more conscious approach of the collector to his works.
Even if we have many works of art, and it is a chaotic and ill-considered collection, it will not be a collection. It will remain a set. The value of a collection is always much higher than the sum of the individual works that make it up. It is built through a conscious approach to its concept, intellectual coherence of works, but also through specific and planned marketing activities that can and should be carried out around the collection. That's why it's worth building collections, not just collecting items.
There is a strange assumption that collection marketing is activities undertaken only by companies, primarily corporations, that own works of art. Nothing could be more wrong. It is also a fantastic area of activity for private collectors. Why carry out marketing activities aimed at promoting a private collection? There are several reasons, but two are the most important. The first is selfish, or commercial. Marketing the collection increases its value. A well-known collection, publicly recognizable works gain value. The second reason is altruistic. Sharing your passion for art, knowledge and works is a collector's duty. It is a social attitude that everyone who collects should adopt. It is also a great adventure, because sharing with others can make you feel better.
What constitutes collection marketing? It can be a lot of activities, but the most important is to make public ...
This fragment was published in the magazine "Świat Rezydencji" in the September-October issue (86). The entire material is also available in the electronic version of the bimonthly, on pages 20-21.