All artists participating in This Art Fair 2025 are now connected to a coach. Together, they are working towards amazing presentations at the fair. The coaches – art professionals such as gallery owners and exhibition makers – are there to assist in all kinds of areas: from presentation and pricing to promotion. Each coach guides 6 artists through group sessions, 1-on-1 contact moments and studio visits.
You can find the first names on this page.
We’re happy to introduce you to the rest of the coaches:
Lih-Lan Wong
Lih-Lan Wong is director and co-owner of No Man’s Art Gallery in Amsterdam. They work primarily with emerging and mid-career artists, providing an internationally orientated gallery programme. Lih-Lan also co-runs jiuba art space – a collaborative pop-up space for emerging artists under the wings of NMAG.
Fleur Feringa
Fleur Feringa is the co-owner of Galerie Fleur & Wouter (her colleague Wouter is also a coach). They work with both beginning and established artists. Fleur also works as a fashion stylist and she’s particularly interested in the interfaces between fashion, art and design. She also works as an advisor for the Amsterdam Fund for the Arts.
How will you help artists prepare for This? “I like to help artists design their presentation, think about prices and sales strategy. Who do you want to reach and how do you achieve that?”
Selby Gildemacher
Selby Gildemacher operates under the moniker PIEK!: a multidisciplinary ‘one-man-group’ that provides a humorous and ironic look at contemporary society. Selby is also co-organiser of Hackers & Designers, an initiative that brings two professions closer to each other. Selby also takes part in Stadscuratorium Amsterdam, advising the city on art in the public space.
Pim Lamme
Pim Lamme is a gallerist and art dealer based in Amsterdam. He is the founder of Semester9, an art initiative that helps emerging contemporary artists bridge the gap between art school and the art market. He also co-founded Projectspace 38.40 in Amsterdam North, a gallery that focuses on more intimate presentations, bringing together contemporary art and industrial design.
How will you help artists prepare for This? “I want to coach on pricing, self-presentation at fairs and to clients, and getting (media) attention as an artist – in short, how to stand out. We do this together based on the personal goals of the artist.”
Mette Samkalden
Mette Samkalden was director of This Art Foundation from 2015 to 2022 and organised several editions of This Art Fair in that capacity. Mette is a freelance consultant and advises institutions, governments and artists. She likes to work on projects in which experiment, collaboration and quality initiate change.
As a coach, Mette is excited to show artists all the ins and outs of the art fair, and focus on entrepreneurship.
Jeanine van Berkel
Jeanine van Berkel is a designer, writer and teacher. She explores what it means to make and design based on intuition and feeling, while trying to stretch what is seen as graphic design. She finds joy in collecting, researching, and translating diasporic vernacular into practice. “I’m looking forward to connecting with the participating artists and their work, finding what drives them and exploring how this can be shown. ‘Because we love, we make’ is something I feel strongly about, so let’s discover this together.”
Wouter van Herwaarden
Wouter van Herwaarden is co-owner of Galerie Fleur & Wouter in Amsterdam, where he represents a group of young artists. He is also a freelance curator, an advisor for the Amsterdam Fund for the Arts, a teacher at various art academies and more. As a coach, Wouter will advise artists on their booth design and how to present themselves in a way that fits their practice and their personalities.
Fenne Saedt
Fenne Saedt is a freelance curator, editor and advisor. She is the founder and artistic director of RUIS in Nijmegen, an exhibition space that focuses on the development of starting artists. She is also curator at POST in Nijmegen and Arnhem, and columnist and curator for exhibition space Omstand in Arnhem.
Inge Pollet
Inge Pollet is artistic director at Plaatsmaken in Arnhem, a production house in graphic techniques, project agency and art platform. Experimentation and collectivity are its main focuses. Inge also publishes poetry and texts about visual art.
Why does she like to coach? “I like to look with the artists at the selection of the work they show, the coherence in the presentation and the possibilities that the work offers for conversation. In addition, I like to think about connection, who or what does the artist need to advance in their practice?”
Info about Mirjam Westen and Luuk Hoogewerf will follow.
