In the fall of 2010 the private and independent Foundation Amsterdam Photo is organising a unique photography festival in Amsterdam and cities in the region like Almere, Haarlem, Amstelveen and Zaanstad. The fourth edition of this event will take place from the 25th September until the 7th of November titled ‘Grid 2010.

Foreign participation and country presentations   

Around 30 countries and foreign institutions will present themselves during the event with striking contributions. A variety of presentations is planned in co-operation with embassy’s and other foreign counterparts like ministry’s and city councils. Examples of participations are an experimental solo exhibit, a group show formally presented in a museum or a VJ combined with images.

Targets

The event is focussed on a wide range of audiences and has a national character with a substantial international spin off. Important keywords are creation, education, confrontation, identification, experiment, recognition and accessibility.

With the photography biennial, the organisation has the following targets:

-       Promoting photography within a divers audience

-       Putting Amsterdam and its surrounding region on the map as a dynamic creative area for image makers

-       Stimulating a dialogue between photographers/ image makers and their audience

-       Creating a platform for upcoming talent

-       Initiating and stimulating co-operation between different counterparts

-       Contributing in an original and innovative way to several cultural infrastructures

-       Developing and organizing specific projects for certain target groups

-       Stimulating cultural participation

Mission

The organizing foundation is striving towards a leading role in image festivals worldwide. The event GRID 2010 will act as a platform and meeting environment for different forms of visual communication. In a long-term strategic planning the foundation is working intensive together with a selection of individuals, institutions, companies, authorities and organizations to achieve its mission. 

Previous editions

In the fall of 2002 the first edition of the at that time called Amsterdam Photo took place. There were 48 locations with 60 projects and over 200 photographers formally taking part. Together approximately 225.000 people visited the exhibits and related program. With this result the event became the largest in its kind in The Netherlands. In 2004 and 2006 results were even more convincing over 50 paticipating locations with a visiting audience exceeding 250.000 unique visitors.

Programming

The event has a wide programming with numerous exhibits and special projects. On different locations in Amsterdam and region a divers range of activities in a side program will be realized. The manifestation consists of specific parts which gives the event different kinds of layers. Next to exhibits at for instance museums, galleries and experimental places there will also be a multiple programming aimed at the youth and the multicultural society.

Co-operation forms between the organization and her local counterparts can be realized different possibilities and can be structurized in various ways:

- The organisation develops and executes the activities on her own, can act as a mediator and stimulator during presentations in co-operation with counterparts or a contribution will be fully independent realized by a participating counterpart.

The co-operation with the counterparts is based on mutual understanding and mutual benefits.

After months of discussion in the past with several professionals from different backgrounds the organization decided not to use a thematic approach for the manifestation. The organization came to this conclusion because of the fact that a theme narrows the possibilities for paticipants.

Visitors

Target groups that will be reached with exhibits/projects:

-       People who have affinity with photography

-       Professionals from different specialities

-       Tourists

-       Citizens and accidental public without a specific motive (not directly related to the manifestation)

The projects in the side programming are more aimed at specific target groups. With workshops, lectures, seminars and symposia target groups varying from professionals to young children will be reached.

A well-balanced marketing and communication, linked to special activities will have a strong exposure on a wide range of audience.

General information

The offices of the foundation are located in a former diamondfactory in the south of Amsterdam.

Foundation Amsterdam Photo

Cultuurhuis Diamantslijperij

Tolstraat

Stichting Amsterdam Photo

Tolstraat 129

1074VJ Amsterdam

tel: 06-41793890/020-6753085

e-mail: cathelijn.st.amsterdamphoto@gmail.com