Mom, I Bought a Picasso
At first glance, the Unseen Masterpieces exhibition at Dubai Mall looks like a sanctuary. Banksy, Dalí, Picasso, Van Sant and Warhol glimmer under soft light, each brushstroke preserved behind glass. The exhibition which was open to the public in October this year is led by Alina Krot, CEO of 10101.art, who is redefining what it means to own art.
“10101.art is an evolution of exclusivity,” she tells me. “You don’t need a huge amount of money. It’s more about what you choose and how you see art. We give people the instruments to show themselves in a new way as collectors of world-renowned artists.”
For Krot, this is more than business. Although art has always been her passion, she admits she never imagined herself owning art as a person with a background in finance and banking. When she talks about fractional ownership, her tone softens, the language becoming almost devotional. “By owning a piece of art, I see a much bigger story than just three-square centimeters of a painting.” She pauses, laughing softly. “I know it might sound funny right now because our launch collection encompasses seven pieces, but it’s really important to say that it’s going to be much bigger than what it is right now. Our company is
about the experience of being a collector and influencing what’s happening in the art world.” In Krot’s eyes, sharing ownership doesn’t dilute the intimacy of owning art; it deepens it. She understands the public’s reaction to the fractionalization of art, as some people ague, “I can’t put it on my wall, why should I buy it?” She insists, “It’s not just a decoration — it’s our heritage. We still want people to feel excitement like, ‘Oh my god, I own a Picasso.’”
The Unseen Masterpieces exhibition itself embodies that emotional connection. Every work here was once hidden away in private collections and has been resurrected for the public eye. Her mission is simple yet radical: to bring those unseen masterpieces back to life and back to the people. “So many people come and marvel at the paintings that they didn’t even know existed,” she says with a smile. “These are the moments that give me even more power and desire to keep doing what we do.”
While skeptics might dismiss fractional ownership as the next speculative trend, she’s quick to clarify: “People assume that in a world of NFTs and speculation, this is just another trend. We use blockchain and legal documentation together, so you actually become the legal owner of the physical work.”
Her proudest moment from the exhibition isn’t about investors or sales. It’s a fleeting human connection that, to her, sums up everything. “There was this little kid running around while his parents had coffee. He stopped at a mirror that said, ‘Future Picasso Owner.’ He touched it. The thought hit me, oh my god, we’re going to change the art world.” It’s that merging of childlike wonder with centuries-old genius that gives 10101.art its soul.
In a world obsessed with possession, Krot isn’t selling ownership. She’s restoring emotion.
Art, after all, doesn’t belong in vaults. It belongs in our hearts.
Check out how you can buy a Picasso: