Unlocking art: The Cultivist
We’re always looking for distinction. Whether it is in journals we subscribe to, the brands that inform our sartorial choices and the restaurants we like to eat at, our choices reflect how we like to define ourselves. Why so? For our own personal satisfaction, sense of self and, of course – although we make not be so inclined to admit – for others.
In many ways we’re simply looking at ways of living a life that is unequivocally ours and while pure inimitability is perhaps impossible or rare – we often think and do as others think and do – the more unique we can make it, the better.
Exclusivity is certainly one way of achieving this and in the world of art, whose traditional audiences and players has – and are – changing beyond recognition, there is already an element of that in play. However, with the latest development, that is set to become even more acute.
The Cultivist, co-founded by two former senior Sotheby’s employees, is pitched as the “world’s only global arts club”, whose members will be able to enjoy an exceptional level of service that delivers “privileged access to every aspect of the art world”. Or, to put it in the words that have been shaped by the international copywriting agency Reed Thoughts, “art unlocks life; we unlock art”.
“The Cultivist makes your journey through art effortless and enriching,” its websites outlines. “With a single card, you glide through museums, galleries and art fairs worldwide: no tickets, no bookings, no complications.
“And that’s just the beginning. Through personal service and tailored experiences, we help you deepen your appreciation of the art that matters most to you. Through your membership you are also offering philanthropic support to the many art institutions we partner with. Welcome to a new world of art.”
The concept behind the new service has been shaped by the experiences of its two founders. Its chief executive officer, Marlies Verhoeven Reijtenbagh, spent eight years as vice president and global director of loyalty marketing at Sotheby’s. Meanwhile, Daisy Peat used to be European head of VIP client loyalty at the auction house.
Entry into this club will set you back £1,900 in the UK, $2,500 in the US and for the rest of the world, €2,700 (based on the country from which you are registering in). Each member is provided with a tailored experience, focused on the kind of art they are interested in – both commercially and personally – and it’s all rather effortless.
As The Cultivist states: “Our membership card is a master key to museums, galleries and cultural institutions around the world. No tickets, no bookings, no complications. Service is seamless, and always personal.”
However, it’s not just cash that will you get you access. Membership has to, at least, be limited to help retain a sense of exclusivity (while also being big enough to give the business a strong platform from which to deliver its service). For The Cultivist, it is currently 1,000 and there is an interview process before people are accepted.
The level of privilege then is considerable and members can feel confident that unlike their peers, they belong to a select, fresh and exciting club. Sure they share that thread with other members, but when you’re part of a group like this, it’s a moot point. For the most part, it’s extraordinary and it’s nice to have others along for the ride.
Cadogan Tate offers clients bespoke art storage and shipping solutions to and from most destinations in the world.