“Jony and Marc’s (RED) Auction” at Sotheby’s yesterday has been a smashing success. The auction had 40 lots curated by the two design gurus, that ended up with selling for a total of $13 million. The proceeds from the auction will benefit The Global Fund to Fight AIDS, Tuberculosis, and Malaria.
Jony Ive and Marc Newson designed Leica camera went for a grand total of $1.8 million including buyer’s premium, it was estimated sell for $500,000 to $750,000. The Parlor Grand Piano (RED) from Steinway & Sons was the top item to sell at $1.925 million.
Almost all the items were sold for more than their estimated values. The RED Mac Pro was sold for $977,000, had an estimate between $40,000 and $60,000. The RED Desk estimated to sell between $300,000 and $500,000 sold for a cool $1.685 million. A pair of solid rose gold ear pads from Apple went for $461,000 after being estimated to sell between $20,000 and $25,000.
The celebrity packed auction at Sotheby’s included Apple CEO Tim Cook, Lauren Powell Jobs, Harrison Ford, John McEnroe and Charlie Rose. Also in attendance was Ive’s mentor 81-year old Dieter Rams, who flew all the way from Germany.
Coldplay’s Chris Martin played the Steinway RED piano(before it was sold), while auction organizer Bono sang two songs. At the end of the auction Bono announced Bill and Melinda Gates Foundation has promised to match the proceeds, the total raised at the auction went from $13 million to $26 million, just like that.