What de Appel does

de Appel is a Dutch contemporary arts institution founded in 1975 by Wies Smals, operating as a non-profit foundation (Stichting de Appel) with ANBI charitable status. Headquartered at Tolstraat 160 in Amsterdam, the institution functions as an exhibition space, curatorial and pedagogical lab, and arts library and archive. It serves four primary constituencies: the general public visiting exhibitions, artists and curators participating in programs, art students from partner institutions, and academic researchers using the archive. Reach is delivered through the physical venue, online platforms, street-market Kiosk projects at Dappermarkt and Albert Cuypmarkt, and the biannual de Apel Periodical.

Core offerings include exhibitions (the Embedded Art strand and curated shows), the Curatorial Programme (an international curatorial fellowship founded in 1994 with Saskia Bos, now in its 30th edition 2024-2026 in collaboration with Sandberg Institute and Gudskul), the de Apel Periodical (a biannual online publication supported by Stichting DOEN), The Remote Archivist publication series, and the on-site and online bookshop. The underlying technology is modest: a digital archive system, online publication infrastructure, and a website (deappel.nl and shop.deappel.nl). The archive, managed since 2002 by Nell Donkers, is the central institutional knowledge asset and is made accessible both digitally and physically.

Revenue is generated through a mix of Dutch government cultural subsidies, tax-deductible private and corporate donations under ANBI status, modest ticket sales (€6 adults, €3 students and neighbors, free for under-18), bookshop and publication sales, and grants from foundations such as Stichting DOEN. The organization is governed by a five-member Supervisory Board chaired by Bart Beekman, with executive leadership split between Artistic Director Lara Khaldi (appointed 2024) and Business Director Sofia Patat (appointed January 2023). Distribution crosses physical and digital channels in Amsterdam and reaches international audiences through the Curatorial Programme network and the Periodical.

Name

de Appel

Legal name

Stichting de Appel

Website

https://deappel.nl

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

de Appel is a 1975-founded Amsterdam non-profit contemporary arts institution operating an exhibition space, a 30-year international curatorial training programme, and a public archive. It serves artists, curators, students, researchers, and the general public through exhibitions, fellowships, publications, and community-based Kiosk projects.

Ownership category

akta.pro rank

Product category

Contemporary Arts Institution

NAICS

Museums, Historical Sites, and Similar Institutions (712), Museums (712110)

akta.pro primary industry

Art Museums (THAJADAA)

Keywords

• Contemporary art exhibitions
• Curatorial training program
• Arts archive library
• Public programming
• Cultural institution

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Government Subsidies: de Appel receives public funding from government cultural subsidies as a major Dutch arts institution.
2. Private and Corporate Donations: As an ANBI (Algemeen Nut Beogende Instelling - charity), de Appel receives tax-deductible donations from private individuals and corporate contributors. Contributors may deduct 1.25x (individuals) or 1.5x (businesses) the gift amount from Dutch taxes.
3. Ticket Sales: Revenue from exhibition admissions: Adults €6, Students €3, Neighbors €3, Children 0-18 free. Accepts ICOM, Museumkaart, and Stadspas.
4. Bookshop Sales: The de Appel Bookshop sells books, editions, and music, including subscriptions to The Remote Archivist periodical.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

de Appel is an exhibition space, curatorial and pedagogical lab, and arts library and archive founded in 1975 in Amsterdam. It hosts contemporary art exhibitions, runs international curatorial training (Curatorial Programme), develops community-based art projects (de Appel Kiosk), maintains a publicly accessible archive managed since 2002, and publishes a biannual online periodical (Harvests) plus The Remote Archivist series. Revenue is generated through ticket sales, bookshop sales, donations, and government cultural subsidies.

Product overview

de Appel is an exhibition space, curatorial and pedagogical lab, and arts library and archive (founded 1975) located in Amsterdam. The organization offers a unified portfolio of programs including exhibitions, educational initiatives, and publications. Core offerings include: exhibition spaces hosting contemporary art; the Curatorial Programme (an international fellowship for curators learning collective organization methods); Embedded Art (exhibitions exploring collective consciousness); de Appel Kiosk (market-based artistic projects exploring alternative economies); de Appel Periodical (biannual publication offering reflection on programs); the Bookshop (selling books, editions, music and subscriptions to The Remote Archivist series); and partnerships like the Dutch Art Institute COOP collaborative program.

Differentiator

Problem solved

Functional benefit

Brands

• Curatorial Programme: An international curatorial training program that has been running for over 30 editions, currently in partnership with Sandberg Institute's Temporary Master Programme and Gudskul's Collective Study.
• Embedded Art
• The Remote Archivist
• de Appel Kiosk
• de Appel Periodical

Products and services

• de Appel Kiosk A market-based artistic platform where artists and collectives develop and sell merchandise to explore and experiment with alternative economies, examining exchange, reciprocity, and value systems. Presented at Dappermarkt and Albert Cuypmarkt street markets in Amsterdam.
• Curatorial Programme An international curatorial training fellowship that brings together curators to learn and practice collective organization methods including lumbung. The 30th edition (2024-2026) focuses on collectives engaging with communities, offered in collaboration with Sandberg Institute's Temporary Master Programme and Gudskul.
• Embedded Art An exhibition and program strand exploring the dynamics that shape collective consciousness and examining hidden threads connecting people to places, people, and stories. Curated by Ka-Tjun Hau.
• de Appel Periodical (Harvests) An online biannual publication offering space for reflection and context around the de Appel program and archive. Features behind-the-scenes conversations, archival materials, interviews, and workshop outcomes, structured around a glossary of recurring concepts. Published with support from Stichting DOEN.
• de Appel Bookshop A physical and online bookshop offering subscriptions to The Remote Archivist publication series, along with a curated collection of books, editions, and music. Orders can be placed for pick-up at the venue.
• The Remote Archivist A publication series produced by de Appel that invites contemporary artists working with themes of archiving, bookmaking, and systematizing to publish work exploring storytelling and archival practices.

Quantifiable outcome

• Curatorial Programme has been running for over 30 years
• +1 more outcomes

Named customers4 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Sandberg InstitutecoreStrategic or Co-development Partner · 1 January 2024Collaboration with Sandberg Institute's Temporary Master Programme 'Lumbung Practice' — a partnership also involving Gudskul in Jakarta. The Curatorial Programme 2025-2026 is conducted in collaboration with this program.
• Gudskul (Jakarta)coreStrategic or Co-development Partner · 1 January 2024Indonesian partner in the Lumbung Practice collaboration, bringing global perspectives on collective organization and resource distribution from the documenta fifteen experience.
• Dutch Art Institute (DAI)coreStrategic or Co-development Partner · 1 January 2023Since 2023, de Appel has partnered with DAI's educational programme — a nomadic study programme fostering intersections of art and theory grounded in feminist, anti-capitalist, and decolonial orientations. The COOP programme brings together makers, researchers, writers and curators around urgent questions, resulting in public assemblages, Chronicles, and radio episodes in collaboration with Radio Alhara.
• Framer FramedminorStrategic or Co-development PartnerCollaboration announced for open call for a mural on the north facade of de Nieuwe Meent building, in partnership with Framer Framed, If I Can't Dance, and woningcoöperatief de Nieuwe Meent.
• If I Can't Dance, I Don't Want To Be Part Of Your RevolutionminorStrategic or Co-development PartnerCultural institution partner in the mural project collaboration for the de Nieuwe Meent building.
• Woningcoöperatief de Nieuwe Meent (dNM)minorStrategic or Co-development PartnerHousing cooperative partner for the mural project on the north facade of their building, extending de Appel's presence into neighborhood community spaces.
• Radio AlharaminorStrategic or Co-development PartnerCollaboration with Radio Alhara for broadcasting COOP radio episodes created by student-participants.

Scale indicators4 records

Recent moves7 records

Expansion highlights7 records

Regional players

• Kiasma Museum of Contemporary Art: Helsinki contemporary art museum operated by the Finnish National Gallery. Comparable curatorial ambition and public-funded institutional model, but geographically distinct.

Direct peers

• Van Abbemuseum: Eindhoven-based contemporary art museum with a similar curatorial-pedagogical orientation, comparable mid-sized team, and similar reliance on Dutch public funding and ANBI donations. Operates a public collection and exhibition programme directly comparable to de Appel.
• BAK, basis voor actuele kunst: Utrecht-based contemporary art institution focused on experimental, practice-based research, public programming, and pedagogical experimentation. Closely aligned with de Appel's 'curatorial and pedagogical lab' framing.
• ICA (Institute of Contemporary Arts): London-based institution combining exhibitions, cinema, and talks with a curatorial-pedagogical mission. Closely analogous institutional model to de Appel in scale and programme mix.
• M HKA (Museum van Hedendaagse Kunst Antwerpen): Antwerp contemporary art museum operating exhibitions, publications, and educational programmes of similar scope. Comparable in scale, mission, and reliance on regional/federal subsidies.
• Haus der Kulturen der Welt (HKW): Berlin institution for contemporary art and discursive practice, operating an exhibition, publication, and event programme strongly analogous to de Appel's curatorial/pedagogical lab model.
• Kunsthal Rotterdam: Rotterdam exhibition space presenting temporary contemporary art exhibitions in a similar lean-operating, exhibition-led format to de Appel's Tolstraat venue.
• Framer Framed: Amsterdam-based contemporary art organization focused on exhibitions and public programming around decolonial and social-justice themes. Active partner with de Appel on the de Nieuwe Meent mural project.
• Kunstinstituut Melly (formerly Witte de With): Rotterdam contemporary art institute combining exhibitions, publications, and educational programmes with an explicitly research-driven agenda. Directly comparable institutional model to de Appel in scope and ambition.

Broad incumbents

• Stedelijk Museum Amsterdam: Amsterdam's major modern and contemporary art museum. Larger, broader institution but overlaps significantly in contemporary art programming and shares the Amsterdam visitor market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/deappelartscentre
• Instagraminstagram.com/de_appel
• LinkedInlinkedin.com/company/deappel

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 de Appel