"A Visual Odyssey: Selections from LAC (the Lambert Art Collection)," a sale with 400 lots from the Lambert Art Collection from the Belgian family will be the first sale to be held on 12th October.

Buyers can bid "in person in London and online, including tablet and mobile" according to the online platform, with digital catalogues replacing the traditional print catalogues.

The platform has backing from investor Klaus Hommels, with all pieces being sold for under $2 million. A 15% buyer's premium will be charged on on the first $2 million and then a 12% on sales above this. These charges are much lower than Sotheby's and Christie's 25% charge on the first $100 000 and 20% on sales up to $2 million.