This 2025 – How to apply and other answers to your questions

After a prolonged break, we are getting ready for the 2025 edition of This Art Fair, which takes place 5 – 8 June. You can now apply! You can find the application forms for individual artists here or duo artist here. First, please read about the costs and benefits here.

And now, let’s answer some questions:

What can you expect from This?

This Art Fair offers a platform for talented artists to show and sell their works. 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. This 2025 will again be an artist-only edition, which means there will be no galleries participating. In this challenging period, we want to keep providing a platform to those who need it most. You.

For the first time, we offer coaching to all participating artists. The coaches are art professionals such as gallerists and curators. Each coach will assist a small group of artists in their preparations for the fair. In several group and individual sessions, coaches and artists will together go through important aspects of art fair participation, such as promotion, presentation and pricing. There is a specific focus on how to effectively reach your audience. You can read all about the first announced batch of coaches here.

Also, artist club This Works will organise four masterclasses for participants, where professionals will teach them all about a specific relevant subject, such as communication, presentation or conversation techniques. This Works focuses on extending your network, learning new skills and the sharing of knowledge.

Artists can expect the organisation behind This Art Fair to do everything in their power to turn the fair into a great experience for all participants and visitors. There will once again be an extensive side programme, which includes: an installation at the entrance, an educational project for the youngest visitors, a networking event for local artists, a programme of performances and more.

Who organises This?

The organisation behind This Art Fair is This Art Foundation, a not-for-profit foundation started in 2005 and is run by a small team of freelancers with the aim to support visual artists in their profession, both artistically and organisationally.

Participation & conditions

We are once again doing an open call for This Art Fair 2025.  You can register until Sunday, 9 February 2025. We will announce the selection of participating artists in the 3rd week of February. 

You can register via the This Art Fair website for a solo presentation or a presentation with another artist as a duo. 

FAQ about This Art Fair

Why This?

In the new location, DOOR OPEN SPACE in Amsterdam-Noord, This will give the stage to around 120 individual artists. 

This brings together a group of ambitious artists and an audience of collectors, professionals and art aficionados. This results in an extension of your network, potential sales and new projects. We aim to give artists a platform but also to stimulate talent and cultural entrepreneurship. 

Where do I Apply for This?

Individual artists apply here / artists wanting to collaborate apply for a duo booth here

Who is This for? 

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, next to the attractive and visually pleasing. We like to work with up-and-coming talents, artists who have been busy for a while and artists that are not afraid to think outside the white cube.

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, 9 February and their application will then be subject to a selection committee for pre-approval. We aim to notify all applicants whether they have been accepted in the 3rd week of February 2025.

How does the online application form work?

On the top and bottom of this page, 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 5 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 context. 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 works just as well!

Questions? What questions?

These are the 5 questions you’ll have to answer on the application form:

1) Why do you wish to participate in This? (max. 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?

2) What are you planning to show at This Art Fair? (max. 800 characters) – Here we like to find out what you aim to present. We realise the fair is months  away and plans might change, but please give us a rough idea of what we can expect from your work.

3) How does your work relate to urgent themes of today? For example, through the use of certain themes, materials or techniques? (max. 800 characters) – We like to present diverse artworks that are  relevant and contemporary in a broad sense.

4) How do you relate to other artists and what makes your work YOU?? (max. 1,000 characters)

5) On which aspects, besides the artistic parts, of being an artist do you want to learn more and get coached? For example pricing, marketing yourself, or networking. (max. 250 characters) 

How much does it cost to participate?

Each year, we aim to let participants pay for only what they actually get: walls, square meters and a unique spot. We pay additional costs – PR, the preview, the side-program, the organisation and insurance – from other proceeds. And we do not ask for a kick-back or percentage of your sales – all your revenues are yours! 

Participation Fees

The participation fee can be paid in 3 instalments and includes participation cost of the fair of €100,- per square meter, 6 tickets and coaching trajectory in a small group.

Individual artists:

  • a booth of approx 12 sqm (10 stretched meter wall)
  • € 1199,- ex VAT (including a set of 6 entrance tickets valid for the preview or regular days worth €90,- & coaching by an art professional in a small group worth of €350,-)

Installations:

  • € 100,- ex VAT per sqm meter (including a set of 6 entrance tickets valid for the preview or regular days worth €90,- & coaching by an art professional in a small group worth of €350,-)

Duo stands:

Option Small

  • a booth of approx 16 sqm (12 stretched meter wall)
  • € 1599,- ex VAT (including a set of 12 entrance tickets valid for the preview or regular days worth €180,- & coaching by an art professional in a small group worth of €700,-)

Option Large

  • a booth of approx 18 sqm (14 stretched meter wall)
  • € 1799,- ex VAT (including a set of 12 entrance tickets valid for the preview or regular days worth €180,- & coaching by an art professional in a small group worth of €700,-)

Discount for starting artists

This Art Fair wants to offer opportunities to young talent and encourage entrepreneurship. This is why we offer a discount to all artists that graduated less than 5 years ago, making your first participation in an art fair more accessible. The exact discount depends on how many starting artists apply, but will be around 50% of the booth price.

Apply by 9 February

You can find the application forms for individual artists here or duo artist here.