Digitalization permeates all industries and art is no exception: Lucrecia Cornejo and Angie Braun, the founders of Diderot, the first platform for this, ensure this E-commerce contemporary art from Argentina. In the ninth episode of Female company directors They told the story of how this project came about Today it has spread to several countries and its impact has been recognized by international media.
“Industries were changing due to digitalization, and the art world could not escape this revolution. It was then that I began to think that if I had a passion for art and bought works, What would happen if the same parts could reach thousands of people using technology?“Explains Cornejo, a marketing graduate, as he remembers the beginnings of Diderot. By then he was working in the corporate world, working in technology roles and began to think about the possibility of combining both passions.
As the daughter of entrepreneurs, she admits: “I didn’t have that idealized world and had actually built a successful corporate career, so it was a difficult decision to make.” However, she was looking for her friend Angie, a business administration graduate who she had known since first grade but who had taken a different career path: she founded various clothing brands but joined her friend’s initiative to make it happen. “Crazy project, because in reality it was crazy to sell art online in the country back then.”adds Brown.
Founded in 2017, they take their name from Denis Diderot, French philosopher, writer and thinker, co-editor of Monumental The encyclopediaan iconic work of the Enlightenment, together with Jean Le Rond d’Alembert. With his reviews of the Paris painting salons, he created what is now known as modern art criticism. For Diderot, art had to be accessible because he believed that artistic sensitivity was not the privilege of a few. but something universal, an idea that particularly inspired these entrepreneurs for their project.
Today, their platform tries to combine two worlds: the observation of art so that it is not reserved only for a certain group that handles large sums of money, and the sale of their products so that they can continue producing.
Quantum Leap
They recognize that the project has accelerated post-pandemic thanks to the transition of all industries to digitalization. Five years after this milestone, it says: “In 2025 we have had the first experience with the digitization of the Salta Art Fair, something that we want to continue to do to accompany the growth of all regions of the country and digitize the art of each place,” explained Braun.
They also state this in detail Today they have 120 artists on the platform and aim to expand this to 500,000 in the next three years. Their next big challenge is to create the leading reference platform for Latin artists to introduce them to the world and serve as a showcase for new talent.
In addition, they will try to expand their presence in the region’s markets and “if today we operate in three markets – Mexico, Uruguay and Argentina – in the future we want to represent all of Latin America, to be able to sell and distribute regional art to customers from all over the world, since it is a reflection of society, which is unique,” explained Cornejo.
Their bet doesn’t stop there, and that’s what they say Today they are opening up to external capital to accelerate the project and “make a quantum leap”. and evolve from a platform operating in three markets to a reference and excellence platform for Latin American art in the world.”
About The Author
