ASTA House emerged from the experience developed by Regina Favela through The Curated Hammer, a practice focused on exploring the relationship between curating, auctioning, and value creation within contemporary art.

Throughout this process, a growing need was identified within the market: to generate more transparent and sustainable structures for emerging and mid-career artists, especially in the early stages of positioning and circulation.

Regina Favela's curatorial vision resonated with the business and strategic experience of Francisco Alatorre, President of the AARCO Board, who at one time owned an art gallery in Mexico City. This gave rise to an initiative aimed at integrating curatorial thinking and market structure within a single operating model.

ASTA House was thus born as the institutional formalization of this shared vision: a contemporary auction house focused on developing carefully structured sales, strengthening the traceability of artworks, and contributing to the consolidation of new trajectories within the contemporary art market.

 

For a more in-depth look at the conceptual origins of the model and the trajectory that supports it, see The Curated Hammer.