Winning bidder

Christie’s cemented its interest in the Middle East when it opened an office in Riyadh’s Diplomatic Quarter last September. And Nour Kelani, a resident of the city, was tapped to oversee this new development for the London-based auction house as its managing director.

“Christie’s already has a well-established client base in Saudi Arabia but having someone on the ground strengthens these relationships,” says Kelani. The auction house has been arranging sales in the Middle East since 2006 but this move suggests a long-term commitment.

For Christie’s, hiring a local – and somebody embedded in the contemporary art scene – was important, particularly in a country that prizes in-person deals over phone calls or anonymous bidding. Though the art market uses “Middle East” as a sweeping term for the region, Saudi Arabia is distinct when it comes to culture and the rules of business. “It’s a different market here because when you say ‘luxury’, it’s very luxurious, very specific,” says Kelani. “Saudi Arabians don’t want another poster. They want the right artwork, the right artist, for the right reasons.”

Kelani is a third-generation transplant to the Kingdom; her family is originally from Syria. After studying abroad, she returned to Saudi Arabia to work as a consultant for luxury brands before switching to the art world when she joined the now-closed Ayyam Gallery in Jeddah. Over the years, Kelani’s Rolodex of collectors and artists grew. An invaluable draw is her contacts at the Ministry of Culture as the government expands its artistic ambitions under Vision 2030, Crown Prince Mohammed bin Salman’s plan to invest about €1trn in the country’s society and culture.

Another key consideration is Saudi Arabia’s young population: 63 per cent of its citizens are under 30. “A lot of my clients are millennials who are buying houses and looking to fill their walls with art,” says Kelani. “However, this generation is sophisticated. They want artwork they can relate to, so a lot of them want to start collecting Saudi artists and Middle Eastern artists.” For this generation, it’s more thrilling to be the first to support an emerging artist, rather than staying hung up on a Eurocentric view of art history. Kelani names Nasser al Salem, Dana Awartani and Ahmed Mater as some of her favourite artists for their ability to experiment with the heritage of Islamic art.

“We’re so rich in culture, even if 50 new museums opened it wouldn’t be enough,” says Kelani. As the Saudi Arabian art market continues to expand rapidly, Kelani will be front and centre, representing Christie’s, championing local artists, connecting to new collectors and building on existing partnerships with a savvy Saudi Arabian clientele, government institutions and likeminded businesses.

As Saudi Arabia ushers in a new era for culture, Christie’s strategic move into Riyadh – guided by Kelani’s local expertise – should prove a wise investment. — L