7 successful campaigns that have creatively implemented their merchandising strategy

A cellar in Vienna, crammed with boxes, furniture, and forgotten papers. In a folder, among bills and old photos, several drawings surface. Some are even signed "Picasso ." For the family, it's the find of a lifetime. They believe they're holding a fortune—until the investigation reveals: artistically crafted, but forgeries.

Such scenes don't play out in museums or auction houses, but in ordinary homes. Alina Baranyi , an expert in estate clearances at Rümpel Max , knows them intimately. For more than 15 years, she has been assisting families with clearing out apartments and houses.

She has managed over 2,000 estates – and repeatedly discovered objects that broaden our understanding of art and cultural history. "Clearing an estate is never just logistics ," she says. "It's a treasure hunt in everyday life."

An Oppenheim in the living room

The discovery of a painting in an apartment in Vienna's old district was particularly striking. For decades, it had hung unnoticed above the sofa, among family photos and dusty shelves. To the relatives, it was a picture of no particular value. But during an apartment clearance, its quality came to light.

Experts were consulted – and the examination confirmed the suspicion: it was a work by Moritz Daniel Oppenheim , the important Jewish painter of the 19th century. With the support of the Jewish Museum Frankfurt, its authenticity was confirmed.

Schiele or Schatz

Not every find can be so clearly attributed. In the estate of an art dealer, a drawing came to light whose angular lines and flat composition immediately Egon Schiele to mind. There was great excitement. Several museums examined the work; some considered it possible that it was indeed an early piece.

In the end, however, it turned out to be by Otto Rudolf Schatz , an Austrian artist of the interwar period. The signature had been cut off—perhaps accidentally, perhaps deliberately, to create the impression of a Schiele. “That was a lesson in expectation and reality ,” Baranyi recalls.

Hopes for a sensational discovery were huge, but science has its own laws.”

Picasso in the basement

Even more exciting was the discovery in the basement of an old apartment. During a cleanout in Vienna , the team came across a folder full of drawings. Some of the sheets even bore the name Picasso .

The family was certain: this had to be the treasure of a lifetime. But the analyses told a different story: the paper wasn't from the right era, the ink behaved strangely, and some strokes were repeated almost mechanically. It soon became clear: not originals, but artful forgeries.

The quieter treasures

Sometimes it's the most unspectacular finds that are of particular value. A hand-colored book by Goethe, found among paperbacks on a shelf. Imperial documents that had lain unnoticed in a folder for decades. Or a signed photograph of Johann Strauss that suddenly made Vienna's musical history seem much closer.

Such pieces rarely fetch record prices at auctions, but are indispensable for archives, museums, and research. They document everyday culture and make history tangible in an intimate way.

Artists' estates as treasure troves

Not only private apartments, but also entire artists' estates are being dispersed. One such example is that of the largely unknown painter Fred Nowak . What at first glance appeared to be the work of a forgotten artist turned out, upon closer inspection, to be a collection with unexpected surprises: among them were works by Arnulf Rainer and Alfred Hrdlicka , two key figures in Austrian post-war art.

Such estates are treasure troves that not only preserve an artist's work, but also reveal networks, exchanges, and influences.

Market observations: Design is booming, antiques are collapsing

Those who examine estates also see the movements of the market. It's striking that modern design remains in high demand. Pieces by Karl Auböck or the Hagenauer workshops fetch high prices, as do vintage furniture pieces from the 1950s, 60s, and 70s. Mid-century design remains a crowd-pleaser.

The situation is quite different with classic antiques. Furniture from the Baroque, Historicism, Gründerzeit, or Biedermeier periods is hardly marketable today. "We observe that the present day determines interest ," says Baranyi.

Design classics are in demand – but old antiques remain unused.”

Conclusion: A hidden treasure hunt

Estate liquidations are far more than simply clearing out apartments. They are journeys into the past, bringing treasures, memories, and sometimes even disputes to light. From a forgotten Oppenheim to Picasso forgeries, from market trends to expert disagreements – every liquidation tells its own story.

“We never know what to expect ,” says Baranyi. “But that’s precisely what makes it fascinating. Every estate is a treasure chest – sometimes full of memories, sometimes full of art history.”

Joachim Rodriguez y Romero

Owner and Managing Director of Kunstplaza. Journalist, editor, and passionate blogger in the field of art, design, and creativity since 2011. Successful completion of a degree in web design as part of a university study (2008). Further development of creativity techniques through courses in free drawing, expressive painting, and theatre/acting. Profound knowledge of the art market through years of journalistic research and numerous collaborations with actors/institutions from art and culture.

www. kunstplaza .de/