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Heffel Fine Art Auction House conducts VR promotion

Heffel Fine Art Auction House of Toronto has released a virtual reality presentation promoting an upcoming auction in that city. Developed by Alchemy VR, the five-minute presentation allows consumers to view one of the lots in the May 30 auction, the painting Figures Schématiques by Paul-Émile Borduas. According to the company, this is the first promotion of its kind by a Canadian auction house. It is aimed primarily at international art collectors who may consider bidding on the work, which is estimated to be worth $3 million to $5 million. The presentation is available in English, French, Arabic, German, Russian, Mandarin and Japanese. It was sent by mail to prospective collectors in customized packaging.

"We are thrilled to be able to connect with international collectors and enthusiasts through this virtual reality experience," said David Heffel, president of Heffel Fine Art Auction House. "Paul-Émile Borduas' Figures schématiques presents a once-in-a-lifetime market opportunity, and this VR channel will enable an international audience to discover and enjoy Borduas' monumental canvas."

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