Roman Abramovich believes in demonstrating to the world how to live a life of luxury. When he moored his 377ft super yacht on the Lido for the Venice Biennale this year he was considered exhibitionist by many, but that’s his style. Again at the Frieze Art Fair this year, the visitors can join the millionaires’ fleet as a luxury yacht is put up for sale in Regent’s Park. Berlin artist Christian Jankowksi is selling an Aquariva Cento, both as a luxury item and as a work of art.
As a simple luxury item, the boat will cost about €500,000 but if it is bought as an artwork – edition of one – it will cost €625,000. The boat remains the same in both options. If you want it as an art work, the artist will throw in a certificate, a promotional video and his name in chrome letters on the hull. There is another luxury super yacht for sale but was not on display as it is very large. This yacht is also being pitched with a dual pricing. The guide price is €68m or €81m as an artwork.
This pricing structure might look absurd and ridiculous to some but Jankowksi thinks it is logical. He is pitching it to a very limited number of prospective customers. In any case there are very few people in the world who can afford to buy key artworks that are priced so highly. He is looking for the boat-lover-collector that thinks differently. He is confident that he will be willing to spend that extra money for a Christian Jankowksi boat sculpture because he or she likes the concept. You will have to wait to see if Jankowksi is right or wrong.