Lévy Gorvy Dayan is launching LGD Hammer, a new platform for selling high-value art. While Brett Gorvy downplays its revolutionary nature, the gallery aims to bring auction-like pressure into a gallery setting.
The first sale features Willem de Kooning’s Milkmaid (1984), with an estimated price of $10 million to $15 million. The work will be on view for appointment-only viewing before the online bidding, which takes place over phone and live stream.
Collectors are increasingly seeking time to consider works in person, with de Kooning’s market holding up well across regions. Gorvy hopes that by combining gallery context with auction pressure, LGD Hammer can tap into buyers’ desire for competition while ensuring a more considered purchase process.
The move comes as the art market resets after years of adjustment, with auction houses leaning on lower estimates to boost sales. Gorvy notes that the urgency in traditional auctions is crucial now, but wonders if this pressure can be replicated in a gallery setting without losing the personal touch.
