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The first sale, "A Visual Odyssey: Selections from LAC (the Lambert Art Collection)," has 400 lots from the Lambert Art Collection from the Belgian family's collection which has been over 100 years in the making.

The preview will be at Mallett's Ely House location in London. The sale will be held on 12th October, and buyers can bid "in person in London and online, including tablet and mobile" according to the online platform, with digital catalogues in place of print catalogues.

The platform has support from investor Klaus Hommels, with all pieces being sold for under $2 million, and a 15% buyer's premium on the first $2 million and 12% on values above this, significantly lower than Sotheby's and Christie's 25% charge on the first $100 000 and 20% on sales up to $2 million.