Art Auction Uses Emotion For Bids


Swedish company hooks up bidders to take emotional response to art as currency.

Leah Gonzalez
  • 10 july 2014

Swedish glass maker Kosta Boda hosted an auction that gave away three unique pieces of glass art based solely on emotions rather than the highest monetary bids.

The bidding, which was dubbed “An Auction Based on Emotions,” took place last June 18th in Stockholm and people were able to place blind bids on the art works in advance. The three glass art pieces, however, were kept secret until the day of the auction. The auction participants were taken to a closed off area and hooked up to a heart rate monitor and a galvanic skin response (GSR) sensor before the glass artworks were shown to them for the first time. The participants’ emotional response to the art pieces were then measured by the sensors. The three bidders who had the highest emotional responses to each of the three glass art pieces “won” the bidding and took home the art works.

Kosta Boda auctioned off three works of art which were worth a total of € 25,000 or about $34,000. The three glass art pieces that were given away were Protocol by Bertil Vallien, worth €15,000; Super Protection 2 by Åsa Jungnelius, worth €1,900; and Guitar by Kjell Engman, worth €8,500.


A total of 303 people participated in the unique auction. The winners were Liv Eklund Swartz who won Protocol by Bertil Vallien, David Dolfe who won Åsa Jungnelius’s piece Super Protection, and Shelley Mulshine, who won Kjell Engman’s Guitar.

Jenny Sundqvist, Director of Marketing and Product Development at Orrefors Kosta Boda, commented, “It’s a great feeling to know that our unique pieces are now owned by people who definitely were not left untouched by the art glass, they felt very strongly about it.”

Kosta Boda worked with ad agency Ellermore to develop the concept and digital agency Humblebee provided the technology.

The auction was billed as the first of its kind and Kosta Boda launched this emotions-based auction to show his belief that art should be owned by people who feel the strongest about it, rather than who can pay the most for it.

Kosta Boda



Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Brand Development Yesterday

Swipe Left On A Dating World Built To Keep You Single And Disconnected

Hinge's VP of Marketing Karen Fein tells us about the service's daring ditch of the swiping culture that's designed to attract advertising revenue, not meaningful connections

Arts & Culture Yesterday

Marvel Comic Tells The Story Of A Heroic Syrian Mother

Madaya Mom is the true tale of a family trapped inside a town for over a year


Get PSFK's Related Report: Future of Automotive

See All
Retail Yesterday

Brooklyn Cafe Lets Customers Pay By The Hour, Not By The Cup

Glasshour is an establishment that provides free coffee and pastries and charges for the time guests spend there

Technology Yesterday

Electric Spoon Changes The Way Food Tastes

The Taste Buddy is being developed to manipulate your taste buds and make everything more delicious

Related Expert

Evan Spiegel

Social Media, Digital Media, Distribution

Travel Yesterday

Bike Path In Poland Can Glow For 20 Years Using Solar Power

Cyclists can follow the shimmering blue lanes for better safety each time they ride

Technology Yesterday

Open-Source Toolkit Lets Communities Build Their Own Street Furniture

The Wikiblock database contains 30 blueprints of different neighborhood fixtures including benches, bus stops, and kiosks

Food Yesterday

Tiny Pub Only Has Space For Three People

Make Time For It is a small London pop-up bar that encourages conversation without the distraction of technology


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 20, 2016

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Work Yesterday

Community Builder: How to Hack Slack

Claire Wasserman, Founder of Ladies Get Paid, describes how she's using an internal team communication tool to build a network of thousands

Advertising Yesterday

This Beer Was Brewed Just For Scotch Drinkers

Highland Park Scotch Whisky & Sixpoint Brewery have teamed up to create two limited-edition pairings for New York City boilermakers

Mobile Yesterday

Let An AI Librarian Help Sort Your Digital Bookmarks

A new app uses machine learning to help organize your virtual life

Mobile Yesterday

Pizza Hut Tattoo Lets You Place An Order From Your Body

The latest gimmick from the fast-food chain is a tattoo-like sticker that lets customers get delivery with a simple tap on their arm

Travel Yesterday

Reinvented Bicycle Inspired By Supercar Design

The yellow bike based on a Lamborghini has sharp edges and an aluminum alloy frame

Health Yesterday

Health Platform Gives Perspective On Your Weekly Habits

Gyroscope is a new wellness app that works by amalgamating data about your life into beautifully designed visuals

Beauty Yesterday

Korean Beauty Brand Uses VR To Let Customers Pick Their Ingredients

Innisfree created a unique experience for its Shanghai Disneyland customers with a virtual reality trip to select what goes into their purchase

Arts & Culture Yesterday

3D-Printed Creations Resemble Floating Paper Outlines

Japanese design firm Nendo's exhibition features works that look like sheets of material being folded, torn, and crumpled

No search results found.