This article reflects on a new phenomenon in auctioning art by placing it in the perspective of the historical tradition of generating an artwork’s aura through the aid of special places. Historically, special places such as churches and galleries have tended to maximize an artwork’s experiential value in particular. Today, however, the intention of certain new special places such as auctions is primarily to maximize the retail value of an artwork. Damien Hirst’s Beautiful inside My Head Forever 2008 auction sale is used as a case study.
Key words: Art theory, aura, place, context, auctioning.
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