Beeple’s US$69 million NFT art sale: what brands can learn about pricing luxury goods beyond all expectations from this once-in-a-lifetime Christie’s auction

• Digital artwork Everydays: The First 5000 Days sold for an incredible US$69 million, but was only listed by Christie’s for US$1,000 – was it all a stunt?
• Jeff Koons and David Hockney are the only living artists to command higher sums, while Bugatti and Hermès have created similarly exclusive stories