Jesse Lee, founder and CEO of Basic.Space, joins Heidi Zuckerman for a conversation about taste, curiosity, collecting, access, commerce, and the future of the art world.

Jesse created Basic.Space as a curated marketplace bringing together art, design, and fashion. In 2023, Basic.Space acquired Design Miami, where Jesse now serves as chairman, and in 2025 it acquired Platform, the online art marketplace founded by David Zwirner Gallery.

Jesse and Heidi talk about where taste comes from, why curiosity matters, and how learning to trust your own eye can make you more decisive. Jesse describes himself as a “forever intern” and argues that the smartest people change their minds all the time.

They also consider what prevents younger generations from collecting art. For Jesse, the problem isn't necessarily that buying art is intimidating—it can simply be annoying. Hidden prices, gatekeeping, unnecessary friction, and an overly complicated purchasing process can keep potential collectors away.

Their conversation moves through fashion, design, art, AI, discovery, pricing, accessibility, and Jesse’s belief that expanding the art market requires creating new demand and making the experience of buying art more compelling.

Ultimately, Jesse argues: “We have to make buying art cool.”