Forsale was established in 2020 by theatre maker Lea Kukovičič as a conceptual artwork radicalising the economics of theatre and as an answer to the question of the value of theatre performances today. By 2021 FORSALE became Performance Auction House, the world’s first auction house auctioning theatre performances.  

Performance Auction House FORSALE created a context, system of values, an infrastructure and a new way to preserve theatre performances. By understanding the dramaturgy of the global economy and the economy of the art market we reformulated ownership of theatre performances to include them in the global art market. 

The main strategy of giving an added value to the theatre performances is FORSALES’s new model of documenting theatre art works which is creating a possibility to invest in a new legacy. We propose a community of collective ownership and we empower the international community of collectors, investors and connoisseurs to discover, acquire, finance and be part of the ecosystem of persevering theatre art works.