Amsterdam Exhibitor Guide

Why Amsterdam?

Our most recent fair saw 13,000 visitors through the doors of De Kromhouthal in Amsterdam Noord to explore the stands of 73 exhibitors. By the end of the weekend, over €2.8m of art had sold. The Dutch mean art-buying business!

A city of innovation and adventure, exhibitors often remarked on how well-travelled and digitally-savvy our visitors are. Many international brands such as Nike, Booking.com and Netflix have their headquarters there and we’re always struck by the feeling that the city is constantly moving forwards whilst simultaneously celebrating its own remarkable history.

Business aside, there’s nowhere else in the world like Amsterdam, and no matter where you are, people will tell you of amazing experiences had here in the city’s canals and bike-friendly streets. A pearl of Europe, it counts masters such as Vermeer, Rembrandt, Van Gogh and Mondrian as former residents.

First impressions of the fair

The Amsterdam fair takes place at De Kromhouthal, a striking industrial exhibition space that sits directly on the banks of the river Ij looking over to Central Station. Part of the lively Amsterdam-Noord district, this industrial cathedral space, once a site for manufacturing ship motors, now forms the heart of a neighbourhood filled with ambitious start-ups, art-centric independents, and cutting-edge restaurants. Reminiscent of the 90s Brooklyn buzz, as a venue situated right on the water’s edge, you get the best views from inside, where the feeling of ‘gezellig’ (an untranslatable Dutch word representing fun, cosiness, and sociability) runs deep.

With an indie brewery, winery, and pizzeria in the carpark of the venue, there’s a definite feeling amongst the famously contemporary-focused locals that this is the place to be.

Who are our audience?

Our visitors are discerning, independent and view arts and culture as integral to their life. They attend Affordable Art Fair for inspiration and to see beautiful art, less so for academic purposes. In terms of art sales, this is ideal. The Dutch are very direct, and they won’t shy away from telling you what they think. Getting ‘straight to the point’ won’t be an issue with our Amsterdam clientele.

As a deeply houseproud nation, you can rely on the Dutch to be led by trends, with a long, proud record of collecting art and displaying artwork in their homes. This contributes to the popularity of art fairs, with events such as TEFAF, Art Rotterdam and the Unseen photography fair punctuating the country’s cultural calendar with artistic experiences. Art fairs also serve to please the international tastes of our visitors. They tend to be incredibly well travelled, possessing an almost universal desire to see the world, which is no surprise as transnational cultures are embedded into the national history of the Netherlands. Strong relationships are held and maintained with their European neighbours, as well as across the Atlantic in New York.

Fair Director, Blythe Bolton’s, top tips for success:

Pick a Perspective: Clear curation is key to finding your new clients in Amsterdam. Whether your specialty is photography, street art or sustainability, it’s important visitors can see your area of expertise instantly.

Trying = buying: Sometimes Dutch visitors have a hard time envisioning an artwork in their home. Giving them the option to return the work the following day if they get it home and it doesn’t fit will often seal the sale.

Break it Down: In Dutch culture, payment plans are common. For more expensive artworks, consider offering instalments and showing this on your price tags.

Main image: Affordable Art Fair Amsterdam, 2022