The stands are incredibly expensive at the Basel art show and, since customers are looking for extreme exclusivity, the products also need to be expensive. Using a different colour or leg and then calling it a limited edition makes it possible to ask the ‘mandatory’ higher price. It’s quite an odd system really; the high prices for the stands, the need for exclusivity and the corresponding high prices for the products together creates a sort of false exclusivity that people seem to enjoy and that no one really dares question. After all, this would mean that your investments would no longer be cost-effective.
For us, editions are determined by the amount of material used and, as always, the price is calculated based on cost. Apparently, we didn’t ask enough, but so be it, and, if things go well, we’ll sell enough to also ensure success for Rossane Orlandi (our gallery owner) during the art show. Interestingly enough, the old designs by Prouvé and Rietveld and many other major designers that were intended for the normal market and as large an audience as possible, have turned out to be most highly valued.
Have times changed so much? Or do people continue to believe that it’s best to purchase prototypes, initial models or even regular products from good designers and labels? That doesn’t change the fact that what is most important is that you’re happy with your purchase, whether the price tag is high or low.
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