Swedish gallery Kosta Boda held the world’s first auction based on emotions. One by one, 303 people entered a private viewing booth and were equipped with GSR-sensors and heart rate monitors before one of three secret works of art were unveiled before them. The bidder was given 60 seconds to admire the piece while their emotional response to the art was measured and assigned a value. The three people who had the most intense reaction got to take their piece home.

The artworks were worth 1,900€, 8,500€ and 15,000€ although they cost winners nothing more than a few tears and their admission to the gallery. The nature of the auction meant the gallery could rest assured the pieces would be truly valued.

Biometric data is starting to be used more frequently in the arts. Studio XO have been developing a new emotional technology platform XOX which will enable brands and artists to track emotional states, collect the data and tailor services and experiences with the results.