Art gallery Atelier Open (10x10artist)

What Art gallery Atelier Open (10x10artist) does

Atelier Open is a private Amsterdam-based art gallery founded in 2006 by Edith Brouwer and now co-owned with Erik Timmermans. The business operates as a 5-person creative partnership centered on linoleum printmaking (linocut) and accessible art collecting. Core products include the 10x10artist project — a curated platform selling standardized 10x10cm artworks at uniform pricing from an international network of contributing artists — and the annual Ode aan de Lino event, which promotes linocut art through exhibitions, the Forbo Linoleum Kunst Prijs for students, and a published catalog (ISBN 978-90-9032390-9). The company also runs the De KunstKamer artist residency, monthly exhibitions at Café Eijlders, and structured workshops in linocut, tetra-etching, and monoprint using its own printing press and a mobile press for on-location sessions.

The underlying technology is craft-based rather than digital: a printing press for linocuts and a mobile press for workshops constitute the primary technical assets. The business generates revenue through four streams — one-time art sales (€20–€2,750 per piece), fee-based workshops (€40–€450 per attendee, capped at 4–5 participants), book sales (€15/copy), and bespoke event services for corporate and private clients. Distribution combines direct-to-consumer via the atelieropen.nl webshop and the Jan Voermanstraat 21 studio with a network of 8+ gallery partners (TOON, Voor de Wind, Spiegel, Dasgaaf, Meijers, ARTcetera, Galerie Bos Fine Art, ARTACASA) and exhibition venues across the Netherlands.

The most strategically significant external relationship is the long-term partnership with Forbo Flooring Systems (world's largest linoleum producer), which co-organizes Ode aan de Lino, funds the Forbo Jong Talent Prize across 6 MBO graphic art schools, and co-published the Ode aan de lino book. Marketing relies on content (blog, newsletter), event marketing, a podcast, and the Springsnow festival partnership. There is no disclosed revenue, no external funding, and no AI/ML capabilities — the business is a lifestyle creative enterprise with stable but modest scale.

Name

Art gallery Atelier Open (10x10artist)

Legal name

Atelier Open

Website

https://atelieropen.nl

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Atelier Open is a 5-person Amsterdam-based private art gallery co-owned by Edith Brouwer and Erik Timmermans, specializing in linoleum printmaking through the 10x10artist accessible art platform, the annual Ode aan de Lino event, workshops, and exhibition programming in partnership with Forbo Flooring Systems.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Art Sales: Sale of linocuts and artworks through webshop and physical gallery. Products include works by Edith Brouwer, Erik Timmermans, and featured artists from the 10x10artist project and Ode aan de Lino exhibitions.
2. Workshops: Fee-based creative workshops teaching linocut, tetra-etching, and monoprint techniques. Single sessions (2-4 hours) and multi-day immersive experiences with accommodation.
3. Publications: Sale of the book 'Ode aan de lino' documenting the annual linocut art event.
4. Event Services: Organizes cultural events including exposities, book presentations, and cultural dinners for private or corporate clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Atelier Open is an Amsterdam art gallery that sells original linocut prints and artist books, organizes exhibitions and cultural events, runs hands-on workshops teaching linocut, tetra-etching, and monoprint techniques, and operates the 10x10artist project offering affordable 10x10cm artworks from international artists. It also runs the annual "Ode aan de Lino" celebration of linocut art and a monthly artist residency (De KunstKamer) in partnership with Forbo Flooring Systems.

Product overview

Atelier Open is an Amsterdam-based art gallery operated by Edith Brouwer and Erik Timmermans. The company offers a portfolio of interconnected products and services centered on linoleum printmaking (linografie) and accessible art. Core offerings include the 10x10artist project (small-format artworks at 10x10cm sold at accessible prices), the annual Ode aan de Lino event celebrating linoleum art with exhibitions and the Forbo Linoleum Kunst Prijs, a workshop program teaching linoleum printing, tetra-etching, and monoprint techniques, a webshop selling original linocuts and artist books, monthly exhibitions at Café Eijlders and other venues, and the KunstKamer artist residency project. The company also produces custom linocuts on commission.

Differentiator

Problem solved

Functional benefit

Products and services

• 10x10artist Project A curated art project selling small-format 10x10cm artworks at a single uniform price, featuring international artists. Designed to make original art collecting low-threshold and affordable for general consumers.
• Ode aan de Lino (Annual Event) An annual art event organized by Atelier Open to celebrate and promote linoleum printmaking (linografie). Includes exhibitions, the Forbo Linoleum Kunst Prijs competition for students, workshops, and the publication of an accompanying book.
• Printmaking Workshops Creative workshops teaching linoleum printing (€75 / 4 hours), tetra-etching with tetrapak (€40 / 2 hours), and monoprint using Gelli plates (€40 / 2 hours), plus multi-day immersive workshops with accommodation (€350–€450). Conducted at Atelier Open's studio or on-location, led by Edith Brouwer.
• Linokunst (Original Linocut Art) Sale of original linoleum prints by various artists including Edith Brouwer, Erik Timmermans, and international artists such as Shelley Savor and Tom Thijsse. Atelier Open also produces custom linocuts on commission. Prices range from €20 for small prints to €2,750 for larger works.
• Atelier Open Webshop (AO Winkel) Online store selling artworks including linocuts, the "Ode aan de lino" book (€15, ISBN 978-90-9032390-9), workshop gift vouchers (€70), and limited edition prints from the Ode aan de Lino series.
• Monthly Exhibitions and Cultural Events Monthly art exhibitions held in collaboration with Café Eijlders in Amsterdam (first Saturday of each month), plus literary evenings, cultural dinners, book presentations, and other cultural events. Some events are offered for private or corporate clients.
• De KunstKamer (Artist Residency) A seven-month artist residency project (2017) providing studio space for one artist per month at Jan Voermanstraat 21, Amsterdam. Resident artists create linocuts sponsored by project partners including Li Moon, Bram Project Expert, and Zaaf Fietsen.

Quantifiable outcome

• 4000+ exhibition visitors in 2016
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered major, minor and core.

• Zaans MuseummajorStrategic or Co-development Partner · 1 January 2019Venue for Ode aan de Lino 2019 and 2021-2022 exhibitions. Hosted the Forbo Jong Talent Prize ceremonies and student exhibitions.
• Museum Het SchipmajorStrategic or Co-development Partner · 1 January 2018Amsterdam School museum hosted the Ode aan de Lino 2018 exhibition. Theme connections with the museum's architectural focus and the De Ploeg art collective legacy.
• TOON (Podiumwinkel)majorChannel Partner/ Reseller/ Distributor · 1 January 2017Gallery retail partner in Amsterdam. Provides exhibition space for Atelier Open and 10x10artist works. Hosts monthly exhibitions with rotating artists.
• Reclamebureau Li MoonminorStrategic or Co-development Partner · 1 January 2017Sponsor of the KunstKamer project. Advertising agency supporting artistic projects and community initiatives.
• Bram Project ExpertminorStrategic or Co-development Partner · 1 January 2017Sponsor of the KunstKamer project. Microsoft-focused project management consultancy supporting artistic initiatives.
• Zaaf FietsenminorStrategic or Co-development Partner · 1 January 2017Sponsor of the KunstKamer project. Mobile bicycle repair service supporting local artistic projects.
• GRID Grafisch Museum GroningencoreStrategic or Co-development Partner · 1 January 2016Exhibition venue partner for Ode aan de Lino 2016/2017. Hosted major exhibitions attracting 4000+ visitors. GRID provides the perfect setting for printmaking exhibitions and educational activities.
• Forbo Flooring SystemscoreStrategic or Co-development Partner · 1 January 2015Long-term strategic partnership since 2015. Forbo (world's largest linoleum producer, 120+ years) co-organizes the annual Ode aan de Lino event and the Forbo Jong Talent Prize for young artists and students. Forbo provides financial support, materials, and promotional support for linocut art education initiatives.
• Atelier HornemanminorStrategic or Co-development Partner · 1 January 2015Sponsor for the first Ode aan de Lino in 2015. Provided framing services for the exhibition artworks.
• Springsnow FestivalmajorGTM or Marketing Partner · 1 January 2015Annual partnership with the Springsnow festival celebrating Amsterdam's elm trees. 10x10artist participates with special exhibitions at venues like Amstelkerk during the festival.
• Café EijlderscoreStrategic or Co-development Partner · 1 January 2013Monthly exhibition partnership since 2013. Café hosts opening exhibitions on the first Saturday of each month. Long-term cultural partnership creating regular exhibition opportunities.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Etsy: Global e-commerce marketplace with a strong handmade/print/art category that overlaps with Atelier Open's small-format linocut and print sales. Both serve price-conscious buyers seeking unique original art via online storefronts.
• Saatchi Art: Large online art marketplace offering original artworks across price points from emerging artists worldwide. Comparable to Atelier Open's 10x10artist e-commerce model and gallery-partner distribution approach, but at significantly greater scale and breadth.

Direct peers

• Singulart: European-based online art marketplace selling original works from independent artists across multiple countries. Comparable distribution channel and customer base to Atelier Open's 10x10artist international artist network.
• Artsper: European online art platform aggregating works from partner galleries and artists, with a focus on accessible price points. Comparable to Atelier Open's gallery-partner network (TOON, Spiegel, etc.) and accessible-art positioning.
• The Other Art Fair: Fair dedicated to emerging and independent artists selling affordable original art directly to consumers. Comparable to Atelier Open's event-driven GTM and Ode aan de Lino exhibition format, though at much broader international scale.
• Rise Art: Curated online art gallery offering original artworks from emerging and mid-career artists with a focus on accessibility and discovery. Comparable to Atelier Open's accessible-art positioning via the 10x10artist platform.
• Affordable Art Fair: International fair organizer focused on making original art accessible at entry-level price points (typically under €5,000). Directly comparable to Atelier Open's 10x10artist and accessible-art positioning, though at much larger fair-format scale.

Emerging players

• Hawthorn Printmaker: UK-based printmaking studio offering linocut workshops, original prints, and a curated artist community. Closely comparable workshop-plus-retail model and craft specialism to Atelier Open's linocut workshop program.
• Pressing Matters: Printmaking-focused publication and community platform celebrating contemporary printmaking including linocut, etching, and screen print. Comparable target audience and craft specialism to Atelier Open's linocut focus and 10x10artist community.

Regional players

• Galerie Rive Gauche (Amsterdam): Independent Amsterdam-based art gallery representing contemporary artists and selling original works — a regional peer with comparable customer segment (Dutch collectors), pricing tiers, and physical-gallery business model to Atelier Open.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/art-gallery-atelier-open-10x10artist-

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 Art gallery Atelier Open (10x10artist)