Pharrell Williams's auction platform Joopiter has partnered with Martha Stewart for its first contemporary art sale, titled 'The Contemporary Take,' running through May 6. The 48-lot sale features works by blue-chip artists including George Condo, Jeff Koons, and Ed Ruscha, alongside emerging names like Tschabalala Self and Toyin Ojih Odutola. Stewart personally selected six lots, highlighting pieces by Amy Sherald, Damien Hirst, Ai Weiwei, Louise Bourgeois, Roy Lichtenstein, and Alex Katz. Estimates range from $4,000 to $1.2 million, and early bidding has been active, with works by Amy Sherald and Roy Lichtenstein drawing significant attention.
This sale marks Joopiter's expansion into contemporary art after three years of selling collectibles like sneakers and designer objects. By enlisting a mainstream lifestyle figure like Martha Stewart as guest curator, the platform aims to attract new collectors and bridge the gap between art and luxury goods. The move reflects a broader trend where traditional auction houses like Christie's and Sotheby's are also diversifying into art-adjacent categories to offset stagnating art sales. The collaboration underscores how celebrity-driven platforms are reshaping the art market's accessibility and marketing strategies.