Role - Co-Founder | Marketing Manager | Content Strategy & Creation | Graphic Designer off & Online
Art AwayTM is a pop-up Art experience, showing the works of local invited artists and creative professionals with a focus on the diversity ~ fusing the experience of artist and visitor in unique, unexpected, and exciting environments.
The initiative was born to emphasize the value of a healthy professional creative community and to see collaborative effort as common capital. Art AwayTM took place for the first time on the 23rd and 25th of April 2021 ~ during times of a hard lockdown and culture ban. It is inspired by the concept of “Winkelen op Afspraak”; Because why wait to be discovered?
For the first edition of the initiative, we showed the works of 45 local artists providing a cultural experience to a broad audience. All possible visiting spots were sold out and we sold works for ~7000 Eur which was paid out in full to the participating creatives.
Besides the development of the concept and curation, my main focus was the creation of the brand’s visual identity and social media strategy. The account acted as a promotional tool as well as an exhibition archive and statement for the creative community. The account is still active and has an engaged audience.
The project was awarded a grant by the Mondriaan Fonds in 2021.
Currently, we are working as a platform for Amsterdam's modern and contemporary art, devoted to artists, galleries, collectors and art lovers alike.
