Seven years ago, we started a project of our own: Unseen. Unseen is about upcoming talent and undiscovered work. What started with a yearly ‘photo fair with festival flair’ has grown into an online platform and happenings all over the world. Since 2012, Unseen has been independent and Vandejong is still creatively involved. On behalf of Unseen, we have expanded the brand into a global brand that we are very proud of.
Insight & strategy
Only a limited amount of new photography work finds its way to the international market. There doesn’t seem to be much room for pioneering works alongside works by well-know names with proven market value. Besides, the majority of photography fairs are costly, creating a gap between affluent collectors and (younger) first time buyers. We wanted to close that gap.
Unseen, a platform that presents the latest photography work and amplifies the careers of boundary-pushing artists. New works, new artists and new projects (Premieres) are launched at the Unseen-fair for the first time, giving unparalleled insight into the world of contemporary photography today.
Result & impact
What started as Unseen Amsterdam - a yearly ‘fair with a festival flair’- grew into a ‘365 days a year’ platform with new marketplaces like CO-OP and pop-ups at different events world wide.– Unseen Amsterdam, fair with 25,000 visitors– Yearly collaboration with 300 artist and 50 galleries – Magazine distributed to 16 countries– Launches in Moscow, Hamburg, Beijing, Paris, planned in 2019 in New York,
London and Cape Town– 2,000+ app downloads– First Golden SpinAward 2013 in category content for the website and content strategy
We developed Unseen in 2012, together with Foam and Platform A. The contemporary world of photography is full of talent and inspiration, but the step from alternative platforms to the international art market is a big one. We found it time to change that.
The brand has developed from a yearly fair to a 365-a-year platform and meeting place for photographers, collectors, young art fans and a wide international photography-savvy public.