The Power of the Experience in the Art Market Art business on Cruise Ships

Abstract

The aim of this work is to analyze the importance of the experiencial aspect of the art market, through a broad overview of its various sales structures: art houses, fairs, galleries. While there is an emergent digital market, the experience is still a very important component in buying art. An example proving this evidence is the idea of an art business on the cruise ships. I will examine the case of ArtWave, an american company that has started a new art program on-board of two luxurious cruise ships: Azamara Journey and Azamara Quest, while having as well three land-based galleries in the U.S. The business strategy and the initial results will be investigated, for demonstrating how to take advantage of the power of the experience, translating it into another experience that has his own pover: the leisure vassel. Following their projects I will notice the leaks of the previous pioneer, briefly analyzing the case of Park West Gallery. Legislative aspects will be treated in short as part of the strategy, as well as the history of the birth of the phenomenon of cruises will help us to understand what are and what have always been the needs of the mankind; so to take advantage of it, transforming the cruise in a floating birdcage. The power of the experience becomes a postulate at the end of the considerations, and this can be an encouragement for new art business on this focus.