2026.03.04

Introduction to Primary Art

Vol.1 The Meaning of Buying Contemporary Art in the Primary Market Today

The primary art market is where artworks are sold for the first time. It refers to the “new” market where a piece reaches a collector at a fair price for the first time. The primary market is also an important stage for nurturing artists, increasing their visibility, and establishing the foundation for pricing. It is the ideal place for you to become the first owner of a contemporary artist’s work.

Art is by no means a distant or unattainable world. Welcoming a single artwork into your home supports a new challenge for an artist while also nurturing your own sensibility. In an era overflowing with things, it is all the more meaningful to fill your heart with a unique work of art. Why not open the door to the “spiritual richness” that begins with the primary market?

A single piece of art can change both the artist’s future and your daily life. Matsuzakaya Ginza Official Online is here to help you take that very first step.

The Basics of the Art Market

A single artwork can change both the artist’s future and your everyday life.

In the world of art, there are broadly two entry points: the primary market (first-hand market) and the secondary market (resale market).

Primary Art

In the primary market, the price of a work is set through consultation between the gallery and the artist, based on the work’s size and market evaluation. This market is a crucial starting point in the circulation of art and also influences the formation of a collector’s future asset value.

The primary market is the first place where an artist’s creation reaches the public, usually through galleries or department stores.

Secondary Art

The secondary market refers to works that have already changed hands and are resold, typically through auctions or antique/art dealers. Prices in this market are influenced by auction results and fluctuate constantly.

Why We Recommend Primary Market Art.
The reason is the “freshness” and “connection” of the artworks. Buying a work in the primary market means becoming the first witness to its history and taking the very first step together with the artist in their journey.

Art is not something distant or intimidating. What matsuyaginza.com introduces is a place where the future masters take their first breaths. Before reasoning, trust your intuition—whether it’s “I like this” or “I just can’t take my eyes off it.”

The Joy of Collecting Contemporary Art
Collecting art that begins with “I like this” can brighten everyday life.

Admiring renowned masterpieces is a rewarding experience. However, experiencing a work by an artist who is actively challenging themselves—being the first in the world to own it—goes beyond mere consumption and directly supports their creative activity. In recent years, more people have been enjoying this as a form of “supporting their favorite artist” (oshi-katsu). Your feelings of support nurture the art, and in turn, cultivate your own sensibility.

Three Values of Buying in the Primary Market

1｜Supporting the Artist
Your action of purchasing becomes a direct driving force that helps the artist continue creating new works.

2｜Sharing the Story
As the artist grows and eventually holds solo exhibitions in museums, you can say, “At that time, I supported them.” That memory becomes a pride that cannot be replaced by anything else.

3｜Enhancing Your Everyday Life
Simply having your favorite work in your room changes the quality of the morning light or the time you drink coffee. Art may also be an investment, but above all, it is a window for enriching your daily life and sensibility.

How to Enjoy Buying Art

Sharpen your senses and find the one piece destined for you.

1｜See the Works in Galleries
Start by viewing the artworks and experiencing the texture of the paint, the brushstrokes, and the presence each piece carries. Art events in Ginza or exhibitions in department stores are great first opportunities to encounter art. As you become more familiar, you may even be able to imagine the nature of a work from its photo and the materials used.

2｜Listen to the Gallery Staff
Understanding the artist’s background and creative intent (concept) adds depth to the work. Trusted explanations from gallery staff or other professionals can be a shortcut to developing your own discerning eye.

3｜Imagine Where to Display It
Once you buy a favorite work, will it go in your living room or bedroom? Don’t just check the size—imagine how having it in a particular place in your home will affect your feelings. This is the key to enjoying the selection process.