Sotheby's Digital Experience

Sotheby’s selected the famed architectural practice, OMA to lead the transformation of its New York galleries. The year-long remodel required a re-stacking of the building program and population transfer, doubling of floor heights and a new suite of furniture and fixtures to enhance the client experience. 8 stories of existing gallery collapsed into 4 floors with 40 distinct spaces across 127K sq. ft.

2x4 and AV&C led the charge on client journey by introducing a family of analogue and digital signage systems deployed at key junctions in the gallery experience. Together, they guide physical navigation and promote discovery of upcoming programs, sales, and activity in the larger Sotheby’s ecosystem.

The digital canvases are powered by a custom content management system designed to integrate Sotheby’s existing content platforms. Global calendars and image databases automatically populate the simple user interface where content can be edited, scheduled or previewed and approved by multiple users. This ensures consistent display across mobile and web with override capability for special programs or events.