Stichting Ambacht in Beeld

What Stichting Ambacht in Beeld does

Stichting Ambacht in Beeld is a Dutch cultural non-profit foundation (culturele ANBI) established in 2013 by Wendy van Wilgenburg that organizes the annual Ambacht in Beeld Festival as its central product. The festival is a two-day physical event held at NDSM Loods in Amsterdam (with its postal address in Zaandam) that brings together more than 100 master craftsmen from the Netherlands, Caribbean Netherlands (Saba, Sint-Eustatius, Bonaire, Aruba, Curaçao, Sint-Maarten), and Suriname to deliver workshops, masterclasses, demonstrations, films, lectures, an exhibition space, and a repair shop. The foundation serves a horizontal consumer audience of all ages, with dedicated programming for children and families and a complementary Education Days (Opleidingsdagen) program held in Utrecht and Zwolle that introduces vmbo, havo, and vwo students to craft-based vocational training. Its positioning is explicitly knowledge- and skill-exchange rather than product sales.

The offering is non-technological: there is no proprietary platform, app, or API, and operations are delivered through the festival venue, a website (ambachtinbeeldfestival.nl), a YouTube channel, and social channels (notably Instagram). Ticketing is handled by the third-party platform Voor de Mensen, hosting by Antagonist, analytics by Google Analytics, and visitor inclusivity is supported through a partnership with the Hidden Disabilities Sunflower initiative. Substantial operational delivery depends on volunteers across roles such as build crew (bouwploeg), hosts, roaming support, and location managers.

The business model is event-driven and non-commercial. Revenue streams are (1) festival admission tickets (€10 online pre-sale from July 1, €12.50 at the door, free for children up to age 12 and city pass holders), (2) paid workshops and masterclasses ranging from €10 for basic workshops to €275 for premium sessions such as diamond cutting (sold separately from September 1), and (3) film and lecture tickets (€5 film screenings, €15 opening night package). The foundation supplements ticket income with cultural fund grants from Cultuurfonds and Cultuurparticipatie. Revenue figures, attendance, and grant sizes are not publicly disclosed, and the foundation operates as an independent non-profit without venture or private equity backing.

Name

Stichting Ambacht in Beeld

Legal name

Stichting Ambacht in Beeld

Website

https://ambachtinbeeldfestival.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Stichting Ambacht in Beeld is a Dutch non-profit foundation organizing the annual Ambacht in Beeld Festival at NDSM Loods in Amsterdam, featuring 100+ workshops, masterclasses, and demonstrations by master craftsmen, plus Education Days programs in Utrecht and Zwolle.

Ownership category

akta.pro rank

Product category

Cultural Festival Services

NAICS

Fine Arts Schools (61161)

akta.pro industry

PRIMARYEDAMALAH

Arts & Design Camps (Visual Arts, Crafts, Design Thinking)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Summer & Holiday Enrichment Camps (Multi-Activity, Academic)

Keywords

• Cultural festival organization
• Craftsmanship workshops
• Artisan education programs
• Nonprofit cultural foundation
• Traditional craft preservation

Headquarters

HQ city

Zaandam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Festival Admission Tickets: The primary revenue stream comes from festival admission tickets sold online in advance (€10.00) and at the door (€12.50), with free admission for children up to age 12 and city pass holders.
2. Workshop and Masterclass Fees: Additional revenue is generated through paid workshops and masterclasses, with prices ranging from €10 for basic workshops to €275 for premium masterclasses such as diamond cutting.
3. Film and Lecture Program: Revenue from film screenings and lecture program tickets, such as the €5 film tickets and €15 opening night tickets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Stichting Ambacht in Beeld organizes the annual Ambacht in Beeld Festival at NDSM Loods in Amsterdam, a two-day craft event featuring more than 100 workshops, masterclasses, and demonstrations by master craftsmen from the Netherlands and abroad. The foundation also runs the Education Days (Opleidingsdagen) program in Utrecht and Zwolle, which introduces pre-vocational, secondary, and pre-university students to craft-based vocational training. The festival emphasizes knowledge and skill exchange rather than product sales, and additionally offers a repair shop, cinema program, exhibition space, and in-depth lectures.

Product overview

Stichting Ambacht in Beeld is a cultural foundation (ANBI) that organizes the Ambacht in Beeld Festival as its primary product offering. The festival is a comprehensive craft event featuring workshops, masterclasses, demonstrations, a cinema program, exhibition spaces, lectures, and a repair shop. The 2026 edition will be held September 26-27 at NDSM Loods in Amsterdam. The foundation also runs Education Days (Opleidingsdagen) programs in Utrecht and Zwolle. Special program modules include crafts from Caribbean Netherlands and Suriname, and an Innovation and Sustainability program highlighting the intersection of traditional craftsmanship with modern technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Ambacht in Beeld Festival Annual two-day craft festival held at NDSM Loods in Amsterdam, featuring more than 100 workshops, masterclasses, and demonstrations by master craftsmen from the Netherlands and abroad. The festival focuses on knowledge exchange and skill sharing rather than product sales, and includes a repair shop, cinema, exhibition space, and lectures.
• Repair Shop

Quantifiable outcome

• People are more likely to choose artisanally made products after visiting the festival
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered minor.

• Stichting WasjikwaminorStrategic or Co-development PartnerOrganization that offers workshops on hammock knotting in indigenous Surinamese style, featured as part of the festival's Caribbean and Surinamese craft programming.
• Hidden Disabilities SunflowerminorStrategic or Co-development PartnerThe festival has joined this initiative to raise awareness about hidden disabilities and train staff to better respond to visitors with such needs.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dutch Design Week: Largest annual design event in the Netherlands held in Eindhoven, featuring exhibitions, workshops, and lectures on design and craft. Comparable as a Dutch design/craft festival targeting similar audiences (general public, professionals, students) and operating on an annual multi-day format with curated programming, though broader in scope (design vs traditional craft).
• Maker Faire: Global maker movement festival network featuring workshops, demonstrations, and hands-on making experiences. Comparable in event-driven GTM motion, workshop-led programming, audience of families and hobbyists, and educational positioning around skill-building, though more focused on technology/maker culture than traditional craftsmanship.
• Festival of Making: UK annual craft and making festival featuring workshops, demonstrations, and exhibitions of contemporary and traditional crafts. Comparable event-driven GTM, hands-on maker experiences, family audience, and focus on celebrating craftsmanship skills. Smaller scale than Ambacht in Beeld but directly comparable format.
• London Craft Week: Annual UK craft festival featuring workshops, masterclasses, and demonstrations by master makers across multiple London venues. Directly comparable to Ambacht in Beeld in format (festival-based, hands-on craft programming, multi-venue), audience (general public and craft enthusiasts), and content depth (premium specialist workshops alongside accessible programming).
• Open Monumentendag: Annual Dutch cultural event (heritage days) featuring access to monuments and craft demonstrations across the Netherlands. Comparable as a Dutch annual cultural event with hands-on craft/heritage programming, volunteer operations, free/low-cost admission model, and broad public audience reach. Heritage focus aligns with Ambacht in Beeld's craft preservation mission.
• Vakwerk (Dutch Craft Education): Dutch organization promoting craft vocational training and connecting students with craft professions. Directly comparable mission to Ambacht in Beeld's Education Days program, addressing craft vocational training inflow in the Netherlands. Focused on education/employment pathways rather than festival programming.
• KreaDoe (Creative Hobby Fair): Largest Dutch creative hobby fair featuring workshops, demonstrations, and craft exhibitions. Comparable Dutch event-based format with workshops and hands-on craft programming, broad consumer audience, and focus on making. More commercially oriented with retail components versus Ambacht in Beeld's knowledge-exchange model.

Broad incumbents

• Salone del Mobile (Milan Design Week): World's largest furniture and design trade fair held annually in Milan, featuring exhibitions, workshops, and installations. Comparable as a major European craft/design festival attracting international audiences and featuring both traditional and innovative craft. Substantially larger scale and commercial orientation than Ambacht in Beeld, with B2B trade components.
• Crafts Council UK: UK national charity developing and supporting the craft sector through programming, exhibitions, and education initiatives. Comparable mission focus on craft preservation and education, similar non-profit/charity structure, and emphasis on making craftsmanship accessible. Broader portfolio including year-round programming versus festival-only model.

Regional players

• Handwerk (Messe Stuttgart): Major German trade fair for the craft sector held in Stuttgart, featuring demonstrations and workshops across traditional trades. Comparable craft/workshop programming and trade fair format, but primarily B2B trade audience versus Ambacht in Beeld's consumer/family focus. Operates in a different geographic market (Germany vs Netherlands).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@AmbachtinBeeldFestival
• LinkedInlinkedin.com/company/stichting-ambacht-in-beeld

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stichting Ambacht in Beeld