Platform debuted in May 2021 as a collaborative online showcase of artwork envisioned by the entrepreneur and innovator Bettina Huang (now the company’s executive chairman) and built in partnership with David Zwirner. It was designed to give younger galleries a virtual place to exhibit their artists while their physical spaces remained inactive due to COVID. A clear product of the pandemic at its inception, the Platform has since proven that it can transform, adapt and thrive in an ever-changing art world.

Today, it operates with a lean seven-person team of ambitious employees, all focused on making the art world more accessible. The platform still offers a curated monthly selection of artworks from partner galleries, encouraging new discoveries, but over time the company has recognized the importance of educating its core audience – mainly young, first-time collectors – who want to engage with The platform not only online but also through offline programs and events.

Now, the art market is poised to reach the pinnacle of its community-building efforts with the launch of the Chelsea Art Fair at New York’s iconic Chelsea Hotel. Opening on November 23, ahead of Art Basel Miami Beach, the one-day event will highlight five of the country’s most exciting contemporary galleries, handpicked by Platforma: 56 Henry (New York), CASTLE (Los Angeles), Lomex (New York) , Matthew Brown (Los Angeles and New York) and Ramiken (New York).

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The Observer caught up with the COO Platform Richard Thayer to discuss how the business has evolved and what’s next for this digital innovator. “We have a strong track record of discovering and nurturing artistic talent,” he said. “All the artists we work with are usually in high demand and usually hard to get unless you’re an insider with a personal relationship with the gallery.” Accessibility has been one of the company’s main motivators since the beginning. “The main goal was, and still is, to bring new people into the art market.”

Over the years, Platform has expanded its business to include art-related collectibles at more affordable prices, such as exclusive fanzine Sauve qui peut! (Run for your life)created by the American-born, France-based Crumb family: cartoonist Robert Crumbcollaborator and his wife Aline Kominsky-Crumb and their daughter Sophie Crumb. Other Platform projects have had artists branch out into wearable art, such as the oversized, reversible bag called “The Evolution Tote” designed with the artist. Katherine Bernhardtand a limited edition hoodie created in collaboration with the British painter Rose Wylie. These limited edition artist collaborations tend to sell out quickly, signaling a strong demand for more affordable art products, especially among a younger audience.

This e-commerce approach becomes the entry point for an audience that develops an initial interest in an artist through collaborations before eventually purchasing original works—usually works on paper or other moderately priced pieces. “I remember when we launched Josh Smith’s sculptural pendant necklaces, someone reached out on Instagram saying they had always loved the artist and had been looking for something from him that they could finally afford,” she Thayer recalled. “That’s what we offered.” The platform plans to expand this line of business, working with producers and brands that are already exploring collaborations with artists and acting as a bridge with the expertise to organize these initiatives.

Since the end of the pandemic, Platform has been hosting periodic in-person events, such as happy hours, to showcase its monthly selections, build brand loyalty and authority, and bring the digital experience into a physical space. Inherent in these activities, according to Thayer, is the goal of building a community of young collectors.

The continued success of the platform probably lies in its personal approach. The team often serves as advisors and educators, guiding collectors and helping them gain confidence in the art world. But recently the company has expanded into B2B consulting, although it has no plans to operate as a brick-and-mortar gallery or agency. “Platform is our name, but ultimately, it’s also the term that best describes who we are and what we do,” Thayer said. Connecting galleries and collectors will probably always be his main mission.

As for where Chelsea Art Fair fits in, there’s no denying that it marks a new chapter in Platform’s approach. “We work very quickly and are always ready to try new things,” explained Thayer. “The monthly selection of unique new artwork will continue to be at the heart of what we do, but our goal is, you know, to be a platform for galleries to reach more people and for people to have an accessible place to engage in the market and discover the right talent.”

Chelsea Art Fair will take place on November 23 from 11:00 a.m. to 6:00 p.m. Admission is free, but advance registration is recommended.