How to apply for This 2020 – Answers to your questions

It is that time of the year again… Our open call is live!

We invite you all to apply for This. Why? Because in 2020 we will go bigger, better, bolder and a full day longer!

This post gives you all the tips and pointers to make the aplication process as smooth as possible. Also this post should answer some of the most frequently asked questions such “why should I apply?” and “what does it cost?”


FAQ about This Art Fair

Why should I participate in This Art Fair?
This Art Fair offers a platform for talented artists to show and sell their works – with or without gallery. Showcasing unseen and up-and-coming talents as well as well-known artists, we demonstrate the diversity of the visual arts to a broad audience.

After 6 fantastic editions of This Art Fair in the Beurs van Berlage, This is crossing the water to the North of Amsterdam. During the Ascension weekend of 2020, we will organize the next edition of This Art Fair in the industrial Kromhouthal. In this old factory hall This will continue to grow. The 4000 sqm location offers space for around 20 extra participants. And not unimportantly: for the next edition, people no longer have to brave snow, hail and cold to visit This. This will opens its doors to the public during the Ascension weekend of 2020, from 21 to 24 May.

This brings together a group of ambitious artists, upcoming galleries and an audience of collectors, professionals and art afficionados. This results in an extention of your network, potential sales and new projects. We aim to give artists a platform but also to stimulate talent and cultural entrepeneurship. That is why we also organize masterclasses and inspirational visits to art collectors for our participants.

Where do I Apply for This?

individual artists apply here / artist wanting to collaborate apply for a duo booth here / Galleries apply here.

What kind of art is This showing? 

This is open to applications from artists of all ages and disciplines. We do like to give the stage to art with an edge, to unseen or conceptual art. As for galleries, we like to work with galleries that foster young talent and think outside of the white cube. In addition, we ask galleries to bring no more than three artists and to present work that is no more than 2 years old.

How do I apply for This?
This Art Fair does not select its participants on a first come, first served basis. Artists can apply through our website until Sunday 22 September and their application will then be subject to the This Art Fair selection committee for pre-approval. We aim to notify all applicants whether they have been accepted around 1 October.

How does the online application form work?
On our website you’ll find an online application form that consists of 3 sections. You can scroll down the form to see what we ask you to submit. in short: in the first section you fill in your basic contact details and confirm you have read and agree with our terms and conditions. In the second section you answer 4 questions about your work and your expectations of the fair. In the third section you upload 5 representative images of your work and an installation view.

Upload an installation view? What’s that? 

As we can only judge your work from images we like to have at least one image that shows your work in situ. It gives the selection committee a better idea of the dimensions and texture of the work. Also it gives us an idea of how you present your work. A photo of your work in a previous exhibition is ideal, but a picture of your work in your studio worls as well!

Questions? What questions?
These are the 4 questions you’ll have to answer on the application form:
1) Why do you wish to participate in This? (up to 800 characters) – We are keen to find out what you expect from your participation in the fair. What is your motivation and what do you hope to get out of This? No need for sucking up here!
2) What do you plan to exhibit at This Art Fair? (up to 800 characters) – Here we like to find out what you aim to present. We realize the fair is haf a year away and plans might change, but give us a rough idea of what to expect from your presentation at This.
3) How does your work relate to ‘our’ time? For example through the use of certain themes, materials or techniques? Do you think your work has meaning particularly for this age? (up to 800 characters) – We like to present work that is ‘contemporary’ in its broadest sense.
4) How do you distinguish yourself from other artists and how do you deal with that?
(up to 1,000 characters) – what sets you apart?

How much does it cost to participate?

Last year we had to adjust our fees, this year we did not change the participation fee. The last few years, our stand fees have hardly increased. However, the costs for location, stands and lighting have. Each year, we aim to let participants pay only what they actually get: walls, square meters and a unique spot. We pay additional costs – PR, the preview, the organisation and insurance – from other proceeds.
We are aware that 597 euros is a lot of money for a (young) artist. That is why you may share a stand with another artist and opt for a duo presentation. Recently started artists can also apply for a financial contribution from the LAM fund (see below).

Particpation Fees
Individual artists
€ 425 + €172 (compulsory purchase of 25 tickets at € 6.88 per ticket): € 597 ex VAT


€ 30 per square meter + € 172 (compulsory purchase of 25 tickets at €6.88 per ticket) ex VAT
Duo stands:
Small: € 450 + € 240,80 (compulsory purchase of 35 tickets at € 6.88 per ticket): € 670,80 ex VAT
Large: € 830 + € 240,80 (compulsory purchase of 35 tickets at € 6.88 per ticket): € 1070,80 ex VAT
€ 830 + € 344 (compulsory purchase of 50 tickets at € 6.88 per ticket): € 1174,00 ex VAT

LAM offers financial support to young talent
This Art Fair wants to offer opportunities to young talent and encourage entrepreneurship. The LAM, the museum founded by the VandenBroek Foundation, shares that view. LAM enables young talents to participate, by contributing to their fees.

The LAM has set up a fund for young talents – graduated less than 5 years ago, or active as a self-taught artist for less than 6 years. On the application form on our site, participants can indicate if they wish to claim such a contribution. More information about LAM and the VandenBroek Foundation:

Who visits This?
Last year over 8,000 people visited This Art Fair. The audience consists of art professionals, young collectors, and a generally interested crowd. Our audience is relatively young and upcoming, averaging in their early thirties.

Where do I find more information on This Art Fair?

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