What Mediamatic does

Mediamatic is an Amsterdam-based non-profit art centre (Stichting Mediamatic) founded in 1983 by Willem Velthoven and Jans Possel, operating for over 40 years at the intersection of art, biotechnology, nature, and society. It runs a single physical venue, the Mediamatic Biotoop at Dijkspark 6 along the Dijksgracht canal, comprising the Sluisdeurenloods building, the Aroma Lab (housing what it claims is Europe's largest open scent library with over 330 natural and synthetic materials), the Tuinkamer, wildlife cameras monitoring the canal biotope, and the TestTafel restaurant. Core programming includes Living Labs for cross-disciplinary research, artist residencies, the a/Artist neurodivergence program, the EAT performance series, rotating exhibitions, and scent-making workshops.

The organisation serves artists, designers, researchers, creative enthusiasts, and food-culture diners through a portfolio of paid workshops (Open Aroma Lab at €45 / €30 discounted), restaurant covers (TestTafel, Wednesday-Saturday evenings, operated under the De Sering foundation), venue rentals, and public/institutional funding including Mondriaan Fonds grants. Tickets are sold via the Stager platform; reservations are handled through TestTafel's own booking system. The team comprises approximately 49 employees, described as small and 'young,' supplemented by interns; office manager Sacha Knežević oversees HR and facilities, and in-house perfumer Frank Bloem anchors the Aroma Lab expertise. Following the summer 2024 departure of co-founders Velthoven and Possel, a new Supervisory Board (Raad van Toezicht) is being recruited as part of a governance renewal. Marketing is primarily event-driven and community-led through the website, blog, newsletter, Facebook, and Instagram.

Name

Mediamatic

Legal name

Mediamatic Foundation

Website

https://mediamatic.net

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Mediamatic is an Amsterdam-based non-profit art centre operating since 1983, running workshops, exhibitions, artist residencies, and a vegan tasting-menu restaurant at its Biotoop venue for artists, designers, researchers, and cultural visitors.

Ownership category

akta.pro rank

Product category

Experimental Art Centre and Cultural Programming

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Independent Artists, Writers, and Performers (71151)

SIC

Services-Amusement & Recreation Services (7900), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Experimental art programs
• Artist residencies
• Cultural venue events
• Scent workshop programs
• Cross-disciplinary research

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, Others

Revenue model

1. Workshops and educational programs: Revenue from paid workshops including Open Aroma Lab (€45 full / €30 discounted), other scent-making workshops, and structured fragrance programs. Participants pay per session for hands-on creative experiences in the lab.
2. TestTafel restaurant: Multi-course experimental vegan tasting menu served Wednesday–Saturday at the Mediamatic venue. Run under the De Sering foundation, it generates revenue through table reservations and menu pricing, with optional drink pairings.
3. Venue rentals and event hosting: Mediamatic Biotoop is available for venue rentals. The space hosts its own events, exhibitions, performances (e.g., EAT concert-rituals, Sin Eaters dinners), and conferences, generating revenue through ticket sales and venue hire.
4. Artist residencies: Artist residencies bring creative practitioners to Mediamatic for extended periods, likely involving studio space, access to labs, and program participation. Some residency positions may be paid or funded through grants.
5. Public and institutional funding: As a cultural foundation operating for 40 years, Mediamatic receives public funding and likely institutional grants (e.g., Mondriaan Fonds referenced as supporting artist projects). This supports core operations and specific programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mediamatic is an Amsterdam-based art centre operating the Mediamatic Biotoop venue. It runs paid scent-making workshops through the Aroma Lab (330+ materials), the TestTafel experimental vegan restaurant, Artist Residencies, Living Labs for art-science collaboration, the a/Artist program on neurodivergence, and rotating exhibitions, performances and events such as the EAT concert-ritual series.

Product overview

Mediamatic is an Amsterdam-based art centre offering a portfolio of experimental art and cultural programs. The core offerings include the Aroma Lab and Open Aroma Lab (scent workshops with access to 330+ scent materials), the a/Artist project (exploring neurodivergence in art), EAT performance series, Living Labs, Artist Residencies, and the TestTafel experimental vegan restaurant. The organization facilitates exhibitions, workshops, events, and wildlife monitoring through its venue at Dijksgracht 6. This is not a unified software product but rather an arts organization providing multiple experiential programs and workshops.

Differentiator

Problem solved

Functional benefit

Brands

• TestTafel: Experimental vegan restaurant within Mediamatic Biotoop, serving multi-course tasting menus with local seasonal ingredients.
• Aroma Lab

Products and services

• Open Aroma Lab Paid self-guided DIY perfume-making workshop held Thursdays and Saturdays at Mediamatic Biotoop, providing two-hour access to 330+ scent materials and equipment for participants to create and take home a 5ml signature fragrance. Tickets priced at €45 full / €30 discounted for students, artists, and Stadspas holders; sold via the Stager online ticketing platform.
• Aroma Lab Scent-making laboratory at Mediamatic Biotoop offering access to over 330 natural and synthetic scent materials premixed in perfumer's alcohol, with beakers, droppers, scent strips, and bottles, along with guided support for self-directed fragrance creation. Open to workshop participants and artists in residence; described as Europe's largest open scent library.
• TestTafel Restaurant Experimental vegan tasting-menu restaurant located within Mediamatic Biotoop, operated by the De Sering foundation. Serves multi-course globally inspired menus Wednesday–Saturday, 18:00–23:00, evolving weekly based on seasonal ingredients from the Amsterdam region, with optional drink pairings and reservations via its own booking system.
• Artist Residencies Residency programs hosting artists and artist collectives at Mediamatic Biotoop for extended periods, offering studio space, access to labs (including the Aroma Lab), curatorial support, and public engagement opportunities such as Meet-a-Maker one-on-one sessions.
• Living Labs Collaborative spaces within Mediamatic Biotoop where artists, designers, and experts develop long-term cross-disciplinary research projects and workshops at the intersection of art, biotechnology, nature, and society.
• a/Artist Project Artistic research project at Mediamatic exploring neurodivergence in art, featuring artist residencies, roundtables, exhibitions, and events investigating the intersection of autism/ADHD and creative practice. Curated by Willem Velthoven and Annelies Wina Doom and supported by Mondriaan Fonds.
• EAT Performance Series Concert-ritual-breakfast performance series initiated in 2023 by Tomoko Mukaiyama, exploring morning rituals through vocal compositions paired with culinary experiences. Performances take place aboard a former refugee boat (Rederij Lampedusa's 'Meneer Vrijdag') moving through the canals of Amsterdam.
• Venue Rentals & Event Hosting Rental of Mediamatic Biotoop venue spaces for private events, conferences, performances, and external exhibitions, generating ticket sales and venue hire revenue.
• Exhibitions & On-site Art Rotating on-site exhibitions at Mediamatic Biotoop showcasing works at the intersection of art, design, and life sciences from artists-in-residence and invited creators, accessible to public visitors.

Quantifiable outcome

• Mediamatic operates with 330+ scent materials in its Aroma Lab — the largest open scent library in Europe, available to workshop participants and artists.
• +1 more outcomes

Named customers3 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

Four partnerships are on record, tiered minor and core.

• HekserijminorOthersHekserij, based in Kampen, is the largest supplier of raw materials for the Aroma Lab. The Mediamatic team visited Hekserij in July 2021 to meet owner Jan Meutgeert. Hekserij provides natural and synthetic aromatic materials used in the Aroma Lab's 330+ scent collection.
• De SeringcoreStrategic or Co-development PartnerDe Sering is the foundation behind TestTafel, described as 'an experimental vegan restaurant' and 'a foundation supporting the mission to rebuild community through food.' TestTafel operates as a multi-course tasting menu restaurant within the Mediamatic venue at Dijkspark 6, Amsterdam. De Sering's mission aligns with Mediamatic's focus on art, ecology, and community.
• Rederij LampedusaminorStrategic or Co-development PartnerRederij Lampedusa operates the refugee vessel 'Meneer Vrijdag' which is moored at the Dijksgracht near Mediamatic Biotoop. The boat is featured in Mediamatic's programming — the EAT performance series (Concert-Ritual-Breakfast) took place aboard the vessel, with participants boarding for a performance moving through the canals of Amsterdam.
• Art Olfaction AmsterdamminorStrategic or Co-development PartnerArt Olfaction Amsterdam is a network or event series focused on scent and art. Workshops held during Art Olfaction Amsterdam took place at Mediamatic's renovated Aroma Lab, which houses 'het meest uitgebreide geur-orgel van Nederland' (the most extensive scent organ in the Netherlands).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Waag Society: Amsterdam-based non-profit at the intersection of art, technology, and society. Runs lab-style programs, workshops, and residencies on cross-disciplinary experimentation — directly comparable to Mediamatic's Living Labs and art-science focus, with overlapping Amsterdam creative ecosystem.
• MU Artspace: Eindhoven-based hybrid art space combining exhibitions, events, and experimental programming at the intersection of design, technology, and society. Strong comparable for the multi-program, community-engaged art centre model.
• The Kitchen: New York non-profit presenting experimental performance, exhibitions, and community programs since 1971. Comparable as a long-running venue that bridges visual art, performance, and emerging cultural discourse in a single dedicated space.
• Nxt Museum: Amsterdam-based immersive contemporary art museum focused on large-scale, experiential installations. Comparable venue type with ticketed immersive programming and a younger, experience-economy audience overlapping Mediamatic's visitors.
• Pioneer Works: Brooklyn-based non-profit that combines artist residencies, exhibitions, performances, and public programming in a single venue. Closely mirrors Mediamatic's model of community-led multidisciplinary cultural production with multiple coexisting programs.
• V2_ Lab for the Unstable Media: Rotterdam-based art and technology lab hosting residencies, exhibitions, and workshops on unstable/emerging media. Comparable operating model as a Dutch non-profit blending artistic experimentation with technical/scientific inquiry.
• Foam Amsterdam: Amsterdam photography museum with rotating exhibitions, educational programming, and a strong brand in experimental visual culture. Comparable as a city-rooted cultural venue combining ticketed exhibitions, public programs, and a creative community.

Broad incumbents

• Serpentine Galleries: London's high-profile contemporary art institution with exhibitions, public programs, and park-based cultural activations. Comparable programmatic breadth but operates at much larger scale and brand recognition than Mediamatic.
• Haus der Kunst: Munich's large-scale contemporary art centre hosting major exhibitions, residencies, and public programs. Comparable as a European cultural venue with curated public programming, but at significantly larger institutional scale than Mediamatic.

Regional players

• Atelier Néerlandais: Paris-based Dutch cultural institution promoting contemporary Dutch art, design, and creative practice in France. Comparable as a Dutch-rooted cultural presenter running multi-disciplinary programs, though operating primarily in a different geographic market from Mediamatic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/stichting.mediamatic
• Instagraminstagram.com/mediamatic_
• LinkedInlinkedin.com/company/mediamatic

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Mediamatic