Bonhams has made a striking entrance in New York with a bold new flagship location.
This week, the renowned auction house, with a history spanning 232 years, inaugurated its new U.S. headquarters at 111 West 57th Street. Nestled within the beautifully restored Steinway Hall and beneath the slender tower that dominates Billionaires' Row, the move marks a transition from its long-standing Madison Avenue home to a spacious 42,000 square-foot venue that exudes a cultural vibe.
The architecture speaks volumes. Guests are welcomed through an impressive 80-foot glass atrium, leading to a grand staircase, a triple-height gallery, and two expansive auction rooms. The historic Steinway Rotunda has been revitalized and incorporated into the design, providing a touch of old New York elegance while maintaining a contemporary feel. This polished space is designed to draw in passersby, inviting them to witness the vibrant activities inside.
During its opening month, Bonhams is not just showcasing its new space.
In the atrium, an exhibition titled "Striking a Chord" features notable 20th and 21st-century artists, including a rare sculpture by Constantin Brancusi, La Muse endormie II, alongside works from Francis Bacon, Lee Krasner, and John Chamberlain. This theme resonates with the building's Steinway legacy, emphasizing the connection between art and music. It clearly illustrates Bonhams' ambition to establish itself in the elite art market.
In the Rotunda, a 1910 Steinway Model B grand piano, famously played by Elton John during the recording of his 1974 album Caribou, stands as a stunning artifact. Valued at $250,000 to $350,000, it will be the centerpiece of a series of guest performances before being featured in a spring online auction. This piece embodies both musical history and auction appeal, blurring the lines between an exhibition and a sale.
Additionally, the Cuban art exhibition, "Modern Cuban Painters from Havana to New York," revisits a pivotal 1944 MoMA showcase that introduced Cuban modernism to American audiences. This presentation reunites long-separated works from artists like Wifredo Lam, Mariano Rodríguez, Amelia Peláez, Mario Carreño, and Cundo Bermúdez, adding depth to Bonhams' scholarly pursuits.
Elsewhere in the venue, a preview of works from New York dealer Evan Lobel reflects on postwar design, showcasing pieces by Philip and Kelvin LaVerne, Karl Springer, and a diamond-dust portrait of Sid Bass by Andy Warhol.
For those who appreciate cultural history in a more dynamic context, Bonhams presents "Heavyweights & Headliners: Legends in Sports and Rock," featuring items from photographer George Kalinsky's collection. This exhibit celebrates boxing legends, arena lights, and the lore of American sports, including signed memorabilia from the iconic Joe Frazier vs. Muhammad Ali match at Madison Square Garden in 1971.
All these elements combine to create an experience that transcends a mere relocation. Bonhams is positioning itself as a destination for collectors seeking more than just a paddle number.
The comparison to Sotheby's recent move to the Breuer building is inevitable. Sotheby's has established itself in a former museum, projecting institutional significance. In contrast, Bonhams has chosen the bustling heart of 57th Street, where luxury brands vie for attention. While Sotheby's aligns with a museum model, Bonhams is cultivating a cultural hub that offers everything from fine art to boxing memorabilia.
The true test will be whether the initial excitement translates into sustained interest. For now, Bonhams has secured a prominent stage in Manhattan, where visibility is paramount.