“New Global Art Platform Launches with Mission to Make Art More Accessible to All”
London, UK – A new global art platform, Subjektiv, has officially launched with a mission to make the art world more open, human, and emotionally engaging. The app, available on Apple devices, was founded by former UBS director Kateryna Serdiuk and is a result of her experiences during the disruption of war and a belief that art should be accessible to anyone, not just those within the traditional gallery system.
After stepping away from banking to help restructure Ukraine’s healthcare procurement system during the early days of the invasion, Serdiuk found herself questioning how people make choices in high-pressure environments and everyday life. This led her to believe that art held part of the answer – not as a luxury, but as a vital tool for reflection and expression.
Subjektiv is a platform built by outsiders, deliberately designed to sidestep the art world’s usual gatekeeping. It offers artists the ability to sell directly to buyers and makers across the world, bypassing traditional galleries and encouraging a more diverse ownership of art. The platform features artworks priced under £500, making it accessible to a wider range of buyers.
For the artist, Subjektiv offers wholesale access to an international logistics system that enables immediate international shipping upon signing up to the platform. The artist joins the app on a non-exclusive agreement, allowing them to maintain control of their business.
Once an artwork is sold, the artist only needs to worry about packaging the work securely for export. The logistics companies and Subjektiv handle everything else, eliminating the paperwork and technical requirements that often create barriers for individual artists.
For the buyer, the app features a “Discovery mode” similar to that of major social media platforms. This allows users to scroll through suggested artworks based on their emotive preferences, categorized by the user’s “loves.” They can then find profiles and the work of their new favorite artist and buy directly from them, without the need for a gallery or third party.
Subjektiv also offers galleries, artist studios, and spaces the ability to use the app as an integrated shop. By using a QR code, viewers in the space can be linked directly to the listing to make a purchase, providing an immediate sales link and allowing spaces to keep all data for all sales. This first-of-its-kind marketplace provides extra control and visibility for spaces.
Serdiuk, founder of Subjektiv Art and former Director of UBS, said: “Art isn’t something that only exists in museums. You can feel it, you can understand it, you can live with it. With Subjektiv, we’re moving away from cold, transactional experiences and creating space for emotional connection. We want people to discover art that speaks to them, to let them live with it and to let it go via the secondary market when they feel the urge to discover something new. For artists, it’s about giving them the tools and freedom to reach audiences directly and be fairly rewarded for their work. This is about making the art world more human, more open, and more inclusive.”
Subjektiv offers artists, collectors, and exhibitors a flexible way to sell their work, whether through the main platform or directly to buyers. With Platform Sales, artists gain visibility among new audiences browsing Subjektiv’s curated app. The process is simple: if the artworks are added to the discovery app as a listed buyer, buyers purchase directly, and Subjektiv handles the rest, from secure payments to global delivery and ownership tracking. A 30% commission applies, and artists can focus on creating while the logistics and administration are taken care of.
For artists selling through their own networks, Subjektiv’s Direct Sales model allows even greater flexibility. By sharing a private purchase link with a buyer – say, through social media or personal contacts – artists keep control of the sale while benefiting from Subjektiv’s infrastructure. The commission is reduced to just 7%, and the platform still manages payment, shipping, and provenance. Getting started is straightforward: artists create an account, upload artworks, and complete verification. Once approved, they can set their prices and start selling, with moderation in place to ensure quality. Even if artworks don’t appear on the public platform, artists can still use the backend tools to support private sales.
Beyond transactions, Subjektiv champions art as a mirror to humanity, fostering deeper connections between creators and audiences. Through exhibitions, strategic partnerships and collaborations, in-app selections and curated collections, the platform showcases a diverse range of contemporary artists, amplifying their voices around the world.
For more information, please visit Subjektiv’s website at https://subjektiv.co.uk/.
Press release distributed by https://pressat.co.uk/.