Look Lateral And The IoT
Stephan Horvath, Chief Marketing Officer Look Lateral
Fine art has never been seen as a traditional business. It has been seen as a posh, expensive endeavor, one with non-transparent pricing with regard to purchasing artworks. In today’s world, the focus is on speed and efficiency, and fine art transactions suffer from not being part of this connected world. For example, at a stock exchange people want to be the smartest at making money, even making more money by trading in options, certificates, stocks and commodities.
The Look Lateral team has a dream of creating something new, something that brings the experience of art to all people. Art as a way of bringing beauty into the world of business. Art is an experience that touches people everywhere and every day. Look Lateral elevates this behavior in today’s connected world. We call it “Fresh Art Delivered Daily”.
This passion for art is not dependent on a short-term trend, but on a deep and true belief. Art is what brings “things” their spirit and their charm — factors influencing people’s choices in the market. Look Lateral‘s vision brings us art that stretches beyond the confines of smartphones, tablets and touch screens. It brings the power of art directly to the platform of the Internet of Things.
Look Lateral’s vision goes one step further.
It also brings healthy business growth in the art market, from the collective buy-in of artists, galleries, art experts, curators, archives, museums and collectors. Look Lateral rethinks the role of business in our world and its overall contribution for the art-interested audience. The team reframes the term “business” in the context of fine art. Touching experiences, images, and sculptures, art related services are available for everyone in every country. These are the key components of what it takes to conceptualize an art business model.
Creating value for everyone who is interested in the art market is our goal.
Value that is impossible to reflect on in terms of classic business. Today we “connect” to “things” through artists and galleries. Look Lateral believes that this traditional business, one that creates a unique art experience for everyone, is the digital transformation that will succeed via the Internet of Things.
Big ideas can be small. Look Lateral adds a small, but unique component: the “Look Lateral Signature Provenance Tag”.
This tag allows everybody to connect fine art directly to the Internet of Things. Look Lateral combines its proprietary Signature Provenance Tag technology and its related FIMART platform in this disruptive business model. The Look Lateral solution is highly secure, since only signature provenance-tagged and certified artworks can be tokenized. The tokenization completes the entrance of art into the Internet of Things. The ownership of art can now be a new “experience” for everyone, for example, who understands that art is intuitive, easy to understand, and exciting to own. Users experience art that is explained and enriched with a positive emotional experience. Artists and galleries can then sell more products and services at a higher value.
Niccolò Filippo Veneri Savoia, Look Lateral’s CEO, believes that fine art is stuck in an age of interruptive design that could prove a burden as the Internet of Things gains more and more momentum. To survive and remain relevant, it is essential for fine art to integrate into the art buyer’s environment without distracting from the art enjoyment experience itself. What artists and gallery owners can do with the internet to transform the art business will be soon no longer the stuff of science fiction. Soon, this trend is going to accelerate.
The art business model needs to evolve towards becoming an approach that attracts new participants in the market without distracting from the overall art appreciation experience. That’s the complex variable of art, business and technology that Look Lateral’s new approach solves for.
Look Lateral is building a community-driven ecosystem to assure the quality, safety and accuracy of the art market. Look Lateral has experience and knowledge of the subtle interplay of art and art markets. The Look Lateral solution combines the power of the latest generation of blockchain technology with a robust mechanism for provenance that radically improves current market pricing mechanisms and liquidity in the art market.