Aldi customers who bought a number of paintings by a famous artist in the supermarket for next to nothing are selling them online for exorbitant prices, including one going for EUR 5.2 million.
Supermarket chain Aldi was selling 10,000 copies of the work of art ‘Cosmogolem, Giant of Hope’ by renowned artist Koen Vanmechelen on 7th December for less than EUR 25 (GBP 20.70).
The items were available in Ald branches in Belgium and Luxembourg, with proceeds from the sale to go to the ‘De Warmste Week’ campaign and to a foundation in Zimbabwe that was set up by Chido Govera, the wife of Koen Vanmechelen.
The ‘Warmest Week’ describes itself on its website as a social solidarity campaign which is organised annually in the week before Christmas, from 18th to 24th December.
The artist, Vanmechelen, said that he was “completely surprised” by the success of the campaign, adding that it had “not missed its target”.
Belgian media says that the works of art sold in the supermarket are being offered up online for anything from EUR 75 to EUR 500 (GBP 62.09 to GBP 413.94), with some bids on platforms reaching astronomical figures, with one hitting EUR 5.2 million (GBP 4.3 million).
Reports were quick to state that that particular bid is not legally binding and it remains to be seen if the buyer will go ahead with the purchase.
But the value of the art could skyrocket as Aldi spokesperson Dieter Snoeck told local media: “We are not going to reorder the work, it is a limited edition.”
In a statement on 3rd December, the supermarket had said: “Supermarket chain ALDI and renowned Belgian artist Koen Vanmechelen are joining forces for an exclusive art project. This Saturday, 7th December, a work of art by Vanmechelen will be for sale at ALDI for one time only.
“It is an art print that the artist created especially for ALDI. The work is for sale for EUR 24.99. In addition, the charity is also supported with this project.”
The statement also said: “Koen Vanmechelen is one of the top artists in the Belgian art world. The artist is best known for his Cosmopolitan Chicken Project; an artistic crossbreeding project with chickens that earned him international fame.”
The artist said in a statement: “Art should be in the midst of the people. A project with ALDI makes art affordable for everyone. Moreover, with this project we also make the world a little more beautiful by linking the action to a good cause.”
The statement said that ‘Cosmogolem, Giant of Hope’ was a completely new piece of work created specifically for Aldi.
The supermarket said: “The drawing shows some central ideas from the artist’s oeuvre: the Cosmogolem, a wooden giant and symbol for children’s and human rights, connects with a transparent egg, symbol for the world.”
Vanmechelen said: “This Giant of Hope helps children worldwide to find their own voice and identity.”
He added: “His large feet provide stability and movement, his large hands symbolize helpfulness. The open head stands for an open mind and the heart hatch for security. Through this, children can entrust the Cosmogolem with their dreams and wishes.”
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Story By: Joseph Golder, Sub-Editor: Joseph Golder, Agency: Newsflash
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