Stockholm art galleries set out to woo new clients on Instagram

Siri Carlen is one of the artists' whose work will be up for auction on the Instagram account of S.Y.L.A. Photo: AFP

What if, as you scroll between two pictures of buff influencers you could discover some of the most promising talents of the Swedish art scene?

That's the challenge launched by photographer Gustav Almestål and creative director Hedvig Myhrman with S.Y.L.A. This digital initiative consists of a series of public auctions organised directly on Instagram, to reach a wider and less conventional audience.