Nine Two Eight Gallery owner Jeffrey G. Dimalanta is up to something that will again shake up the usually reserved art auction crowd.
In June, he mounted the event “Art Without Markup,” where collectors paid the same price that the artist or consignor sets, with no additional gallery markup.
On September 20, Dimalanta’s fifth event, “Grace in Reduction,” presents a non-traditional concept that he calls “reverse auction.”
Emmanuel Garibay
Unlike typical auction events that announce a starting bid for each lot, Dimalanta begins with a “dream price,” or the highest price a lot could go for. The consignor sets the price.
“Since this is a reverse auction, the first paddle raised wins; there’s no bidding war. And if two or more paddles go up at the same time, we enter a special tie-breaker round to determine the winner—also a first. Please stay tuned, because the mechanics of this tie-breaker will be something new and exciting to watch unfold.”
And if there are no takers, he adds, “Then the price goes down gradually in set increments. If no paddles are raised, we announce that it has reached the reserve price, and then we hold a final round of bidding.”
Felix Pardo de Tavera
In this case, participants who raise their paddles first during this last round get to bring home the artwork.
Not everyone may be sold on the idea, but Dimalanta asks new and old clients to hear him out.
“Consignors and bidders will soon see that they can trust it—reserve prices are declared openly, there are no bidding wars, and it’s first-come, first-served. Even absentee bids will carry weight because the earliest time stamp wins, and the live floor cannot compete against them.
Not everyone may be sold on the idea, but Dimalanta asks new and old clients to hear him out. ‘Consignors and bidders will soon see that they can trust it—reserve prices are declared openly’
“I hope that the audience comes to appreciate this new way of acquiring artworks. It’s transparent, pure, and honest—and I believe that’s exactly what makes it sustainable, moving forward.”
Salvador Cabrera
Consider him a breakout auctioneer, successfully holding his first event titled “Timeless Treasures” in June last year. But he is no newbie to the art scene. His father, the late Sonny Dimalanta, who established the Artwalk gallery in Bel Air, Makati City, was his mentor.
The young Dimalanta was assigned basic gallery chores. “I helped load paintings in my dad’s van and join him whenever he visited clients. When I learned to drive, I would deliver artworks to their respective destinations.”
He would also type artists’ information on sticker paper and attach it to the back of the frames of their respective works. Recalling his early exposure to the art world, he says, “I developed a cataloging system and distributed flyers in various Makati churches on Sundays. I also delivered catalogs to different establishments in Makati.”
He became more involved in the family business by engaging directly with art collectors and artists. “I would regularly communicate with clients and update them about our collections and invite them to visit the gallery, especially during weekends. I would also visit artists in their studios to pick up their pieces and deliver their works to the framer in preparation for upcoming exhibitions.”
One of his cherished moments during that period was spending time with his father during lunch breaks. “I would listen to him talking about the art community, and we would also banter on how to grow the business further.”
In 2018, to continue his father’s legacy and pursue his own passion for art, Dimalanta opened Gallery 928 at Shangri-La Plaza in Mandaluyong City. The methods of operations and logistics have changed, but offering a venue for Filipino artists to showcase their works remains the gallery’s reason for being.
“Before the digital age, artists would rely heavily on galleries and exhibitions, and the public’s feedback to make their works known. Today, the landscape has changed dramatically due to social media platforms and online sites to connect with a global audience.”
His entry into the auction market aligns with his vision to further promote Philippine art and the excellence of Filipino artists. “I’ve always wanted to honor our artist friends and consignors by curating events that foster deep connections within the art community. Besides presenting excellent art pieces, I hope the events can also encourage artists and collectors alike to interact and possibly develop relationships that would make the art scene even more vibrant and dynamic.”
Tony Mahilum
On September 13, in his gallery, Dimalanta will host cocktails and a preview of more than 150 lots lined up for “Reverse Auction.” The unique auction takes place on Saturday, September 20.
“The more than 150 lots lined up cover a wide range—from old masters whose works carry history and legacy, to upcoming and contemporary artists who bring fresh perspectives and new energy. That mix is what makes this auction compelling—it allows seasoned collectors and first-time buyers alike to find pieces that resonate with them,” he explains.
Previous auctions organized by him drew attention due to their diverse combination of artworks by National Artists, old masters, established names, and up-and-coming artists in the contemporary art scene.
Definitely, the well-preserved quality of the masterpieces, the investment opportunity in the items, the chance to support the new-generation artists, and Dimalanta’s game-changing “keep it simple but interesting” approach offer participants more than 150 good reasons to part with their cash.
‘Grace in Reduction’ will be held on Sept. 20, 2 pm, at Bell Air II, LRI Design Plaza, 210 Nicanor Garcia, Makati. Cocktails on Sept. 13, 3 pm, with a preview on Sept. 13-19.
