For the second year in a row, Sotheby's auction house will award a special prize for one of the works by the independent artists exhibiting at Fresh Paint. The work, which will be chosen by Sotheby's staff of experts, will be sold at the Israeli art auction in New York in December 2010. All auction expenses will be financed by Sotheby's and proceedings from the sale will be given in full to the artist.

Aviv Naveh's photograph Sinai was the winner of the Under the Hammer award at Fresh Paint 2. The work was selected from among approximately 1,500 works by independent young artists presented at the fair and was included in the December 2009 auction of Israeli art at Sotheby's New York. The editions sold at the fair for approximately NIS 6,000 (about $1,600). The edition sold at the Israeli art auction at Sotheby's New York in December 2009 was sold for $5,300.

Sotheby's Israel has held auctions of Israeli art for over twenty years. Since 2004 an annual auction of Israeli art is held at Sotheby's New York.