{"id":44735,"date":"2022-04-15T11:35:29","date_gmt":"2022-04-15T15:35:29","guid":{"rendered":"https:\/\/rehs.com\/eng\/?p=44735"},"modified":"2022-04-15T11:35:53","modified_gmt":"2022-04-15T15:35:53","slug":"yves-kleins-ingenious-marketing-scheme","status":"publish","type":"post","link":"https:\/\/rehs.com\/eng\/2022\/04\/yves-kleins-ingenious-marketing-scheme\/","title":{"rendered":"Yves Klein&#8217;s Ingenious Marketing Scheme"},"content":{"rendered":"<p><span data-preserver-spaces=\"true\">Now you see it\u2026. now you don&#8217;t. Or maybe you never saw it at all! <a href=\"https:\/\/en.wikipedia.org\/wiki\/Yves_Klein\">Yves Klein<\/a><\/span><span data-preserver-spaces=\"true\">\u00a0came up with an ingenious marketing scheme back in 1958 when he opened an exhibit in Paris titled &#8220;The Void,&#8221; which featured invisible artwork. Klein continued &#8216;creating&#8217; these pieces until he died in 1962.<\/span><\/p>\n<div id=\"attachment_44736\" style=\"width: 203px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/rehs.com\/eng\/wp-content\/uploads\/2022\/04\/yves_klein.jpg\"><img decoding=\"async\" aria-describedby=\"caption-attachment-44736\" class=\"wp-image-44736\" src=\"https:\/\/rehs.com\/eng\/wp-content\/uploads\/2022\/04\/yves_klein.jpg\" alt=\"paper receipt from Yves Klein from 1959\" width=\"193\" height=\"87\" srcset=\"https:\/\/rehs.com\/eng\/wp-content\/uploads\/2022\/04\/yves_klein.jpg 725w, https:\/\/rehs.com\/eng\/wp-content\/uploads\/2022\/04\/yves_klein-300x135.jpg 300w\" sizes=\"(max-width: 193px) 100vw, 193px\" \/><\/a><p id=\"caption-attachment-44736\" class=\"wp-caption-text\">Receipt from Yves Klein for Invisible Artwork<\/p><\/div>\n<p><span data-preserver-spaces=\"true\">Visitors came to the exhibit to see Klein&#8217;s latest collection and purchased the invisible pieces, known as &#8216;zones,&#8217; for gold bullion (20 grams of gold.) Klein gave each purchaser a signed receipt for his conceptual artwork as proof of ownership. Not many receipts remain because, after the purchase, Klein offered his clients a choice to keep their receipt or participate in a bit of performance art. Klein would have the buyer burn the receipt, and he would dump half the gold that was paid for it into the Seine River to rebalance the &#8216;natural order&#8217; that was unbalanced by the sale. Klein&#8217;s performance was always in the presence of an art critic or distinguished dealer, an art museum director, and at least two witnesses.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">One of the purchasers, Jacques Kugel, purchased a piece in 1959 titled <a href=\"https:\/\/en.wikipedia.org\/wiki\/Zone_de_Sensibilit%C3%A9_Picturale_Immat%C3%A9rielle\"><i>Zone of Immaterial Pictorial Sensibility<\/i><\/a><\/span><span data-preserver-spaces=\"true\"> and chose to keep his receipt. The &#8216;artwork&#8217; and receipt were exhibited at museums and galleries across Europe. Eventually, &#8216;they&#8217; were purchased by art advisor and curator Lo\u00efc Malle in 1986. More than a hundred items from Malle&#8217;s collection were auctioned, including the receipt and, I assume, the artwork (which is invisible). The receipt was expected to bring \u20ac280K to \u20ac500K ($330K to $550K) and exceeded the estimate when it sold for \u20ac850K ($1.2 M w\/p). I hope the new owner enjoys countless hours staring at his unique artwork.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Now you see it\u2026. now you don&#8217;t. Or maybe you never saw it at all! Yves Klein\u00a0came up with an ingenious marketing scheme back in 1958 when he opened an exhibit in Paris titled &#8220;The Void,&#8221; which featured invisible artwork. &hellip; <a href=\"https:\/\/rehs.com\/eng\/2022\/04\/yves-kleins-ingenious-marketing-scheme\/?contemporary=N\">More&#8230;<\/a><\/p>\n","protected":false},"author":3,"featured_media":44736,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[422,20,120],"class_list":["post-44735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rehs-contemporary","tag-art-news","tag-auction-results","tag-modern-art"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Yves Klein&#039;s Ingenious Marketing Scheme - Rehs Galleries<\/title>\n<meta name=\"description\" content=\"Yves Klein came up with and ingenious marketing scheme in 1958 and the sale of a receipt from his invisible artwork just paid off\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rehs.com\/eng\/2022\/04\/yves-kleins-ingenious-marketing-scheme\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Yves Klein&#039;s Ingenious Marketing Scheme\" \/>\n<meta property=\"og:description\" content=\"Yves Klein came up with and ingenious marketing scheme in 1958 and the sale of a receipt from his invisible artwork just paid off\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rehs.com\/eng\/2022\/04\/yves-kleins-ingenious-marketing-scheme\/\" \/>\n<meta property=\"og:site_name\" content=\"Rehs Galleries\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RehsGalleriesInc\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-15T15:35:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-15T15:35:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rehs.com\/eng\/wp-content\/uploads\/2022\/04\/yves_klein.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"725\" \/>\n\t<meta property=\"og:image:height\" content=\"327\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Amy Rehs\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Amy Rehs\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rehs.com\\\/eng\\\/2022\\\/04\\\/yves-kleins-ingenious-marketing-scheme\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rehs.com\\\/eng\\\/2022\\\/04\\\/yves-kleins-ingenious-marketing-scheme\\\/\"},\"author\":{\"name\":\"Amy Rehs\",\"@id\":\"https:\\\/\\\/rehs.com\\\/eng\\\/#\\\/schema\\\/person\\\/e9be54a41856350ea54e2acf2fd6f8ec\"},\"headline\":\"Yves Klein&#8217;s Ingenious Marketing Scheme\",\"datePublished\":\"2022-04-15T15:35:29+00:00\",\"dateModified\":\"2022-04-15T15:35:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rehs.com\\\/eng\\\/2022\\\/04\\\/yves-kleins-ingenious-marketing-scheme\\\/\"},\"wordCount\":301,\"publisher\":{\"@id\":\"https:\\\/\\\/rehs.com\\\/eng\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rehs.com\\\/eng\\\/2022\\\/04\\\/yves-kleins-ingenious-marketing-scheme\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rehs.com\\\/eng\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/yves_klein.jpg\",\"keywords\":[\"art news\",\"Auction Results\",\"Modern Art\"],\"articleSection\":[\"Rehs Contemporary\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rehs.com\\\/eng\\\/2022\\\/04\\\/yves-kleins-ingenious-marketing-scheme\\\/\",\"url\":\"https:\\\/\\\/rehs.com\\\/eng\\\/2022\\\/04\\\/yves-kleins-ingenious-marketing-scheme\\\/\",\"name\":\"Yves Klein's Ingenious Marketing Scheme - 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