PAN Amsterdam
- Company typePrivate
- Founded1987
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
PAN Amsterdam firmographics
Firmographics- Name
- PAN Amsterdam
- Legal name
- Pictura Antiquairs Nationaal bv
- Website
- https://pan.nl
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
PAN Amsterdam industry classification
Industry- Product category
- Art Fair & Exhibition Services
- akta.pro primary industry
- Arts, Culture, Entertainment & Fan Conventions Organizers (THAHABAN)
- akta.pro secondary industry
- Exhibition & Trade Show Management (Conference-Adjacent) (THAHACAF)
Keywords
Where PAN Amsterdam is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
PAN Amsterdam business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Others
Revenue model
- Exhibitor Booth Fees: Art dealers and galleries pay fees to participate in the fair. Participants must be registered with Chamber of Commerce for at least 3 years and are vetted for quality and authenticity.
- Ticket Sales: Visitors purchase admission tickets to attend the fair. The fair is held annually at RAI Amsterdam with multiple day passes available.
- Guided Tours: The fair offers exclusive guided tours including Art Handling Tour (€235 per person, max 12 participants) and Highlights Tour, generating additional revenue from visitors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Exclusive Art Handling Tour - €235 per person including VAT |
| One time/ perpetual license | Multi-year contract | Exhibitor Participation Fees |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
PAN Amsterdam product offering
Product offeringCore offering
PAN Amsterdam is an annual art, antiques and design fair held at RAI Amsterdam that brings together more than 125 vetted dealers and galleries offering paintings, antiques, modern and contemporary art, photography, design objects, jewellery and watches. Around the fair it runs supporting programmes including PAN Podium (educational talks and events), guided tours, an event magazine, a school-education app, and an audio walking tour (PANcast).
Product overview
PAN Amsterdam is a single unified product: an annual art, antiques and design fair held at RAI Amsterdam. The core offering is the fair itself featuring over 125 exhibitors. Supplementary modules include PAN Podium (daily talks and panel discussions), Guided Tours (art handling and highlights tours), PANcast (art fair podcast), PAN Magazine (TABLEAU collaboration), and the PAN Education App (digital visitor tours). The fair also offers networking events including Business Evening and Art Evening programs.
Differentiator
Problem solved
Functional benefit
Products and services
- PAN Amsterdam Art Fair
Quantifiable outcome
- 46,000 visitors in 38th edition
- +3 more outcomes
Companies that use PAN Amsterdam
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
PAN Amsterdam technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
PAN Amsterdam partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, flagship and minor.
- Art Loss RegistercoreALR is the world's largest privately managed database of stolen, missing and looted artworks and antiques with over 700,000 items. All objects at PAN are checked against this database as part of the vetting process.
- Tableau Fine Arts MagazineflagshipCollaboration since 2021 producing a special PAN edition of Tableau Magazine published three weeks before the fair with 20+ pages of editorial content created by both organizations.
- RijksmuseumcoreMuseum partner for PAN Podium programming, providing curators and expertise for educational talks and panel discussions at the fair.
- Vereniging RembrandtcoreArt society partner for PAN Podium programming, contributing to educational content and collector engagement activities.
- KVHOK (Royal Association of Dealers in Old Art)coreExclusive Art Handling Tour partnership offering behind-the-scenes access to affiliated dealers with expert explanations.
- RAI AmsterdamcoreVenue partner hosting the annual fair. Long-term relationship since founding in 1987.
- Amsterdam MuseumminorCultural institution partner contributing to PAN Podium programming with talks and exhibitions.
- Rotterdam Philharmonic OrchestraminorCultural partner contributing to PAN Podium programming, including performances.
- Young Collectors CircleminorOrganization for emerging collectors that collaborates on PAN Podium, including book launches and educational events.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
PAN Amsterdam competitors and assessment
Company assessmentBroad incumbents
- Art Basel: Global leader in modern and contemporary art fairs with editions in Basel, Miami Beach, Hong Kong, and Paris. Sets the industry benchmark for what an art fair can be at scale; PAN Amsterdam operates in the same category but at a smaller, more regional scale across broader art history categories.
- Frieze (Frieze London / Frieze Masters): Major international art fair group with London and New York editions plus Frieze Masters for historical work. A relevant broader incumbent competing for international collector attention and exhibitor loyalty in the same contemporary + modern art categories.
Direct peers
- BRAFA (Brussels Art Fair): Annual art and antiques fair held in Brussels featuring vetted exhibitors across fine art, antiques and design. Directly comparable to PAN Amsterdam in scope, vetting practices, and dealer mix, and competes in the same Benelux collector market.
- TEFAF (The European Fine Art Fair): TEFAF is the most direct competitor — an annual art, antiques and design fair held in Maastricht, Netherlands, with vetted exhibitors serving collectors and museums. Both are Netherlands-based fairs with rigorous vetting, museum-grade inventory, and similar exhibitor/museum buyer dynamics, but TEFAF holds higher international prestige and price ceilings.
- Masterpiece London: London-based annual fair covering fine art, antiques and design with vetted exhibitors. Comparable in curated cross-category offering (Old Masters to contemporary design) and museum/collector buyer base, though it has paused operations in recent years.
Regional players
- Olympia Art Fair (London): London fair featuring vetted dealers across art, antiques and antiquities. Comparable in cross-category offering and vetting standards, though operates in a different market (UK) and at a smaller, more trade-focused scale.
- Art Genève: Annual art fair in Geneva, Switzerland, featuring galleries in modern and contemporary art with a high-net-worth collector base. Comparable in vendor mix and gallery-driven format, though focused more on contemporary than PAN's broader historical range.
- Art Brussels: Annual contemporary art fair in Brussels, Belgium, with a curated selection of international galleries. Operates in the same Benelux region as PAN Amsterdam but focuses narrowly on contemporary art rather than the full art history spectrum.
- Salon Art + Design (New York): Annual New York fair featuring vetted galleries and dealers in fine art, design and decorative arts. Comparable in cross-category curated format spanning historical to contemporary, but operates in the US market with different collector demographics.
Emerging players
- 1-54 Contemporary African Art Fair: International art fair focused on contemporary African art, with editions in New York, London, Paris and Marrakech. Represents an emerging specialized fair model; less directly comparable in sector but relevant as a peer in the contemporary fair ecosystem competing for collector mindshare.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
PAN Amsterdam social profiles
Digital presencePAN Amsterdam financial estimates
Financial estimateRevenue estimate
Valuation estimate
PAN Amsterdam leadership team
Management profileNumber of profiles
Profiles1 record
PAN Amsterdam funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PAN Amsterdam M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PAN Amsterdam
What does PAN Amsterdam do?
PAN Amsterdam is an annual art, antiques and design fair held at RAI Amsterdam that brings together more than 125 vetted dealers and galleries offering paintings, antiques, modern and contemporary art, photography, design objects, jewellery and watches. Around the fair it runs supporting programmes including PAN Podium (educational talks and events), guided tours, an event magazine, a school-education app, and an audio walking tour (PANcast).
Is PAN Amsterdam a public or private company?
PAN Amsterdam is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was PAN Amsterdam founded?
PAN Amsterdam was founded in 1987. It employs 11 to 50 people.
Where is PAN Amsterdam based?
PAN Amsterdam is headquartered in Amsterdam, Netherlands, in the Europe region.
How does PAN Amsterdam make money?
Three revenue lines are on record. Exhibitor Booth Fees are the primary driver. The others are ticket Sales and guided Tours.
Who are PAN Amsterdam's main competitors?
Broad incumbents on record are Art Basel and Frieze (Frieze London / Frieze Masters). Direct peers are BRAFA (Brussels Art Fair), TEFAF (The European Fine Art Fair) and Masterpiece London. Regional players are Olympia Art Fair (London), Art Genève, Art Brussels and Salon Art + Design (New York). 1-54 Contemporary African Art Fair is listed as an emerging player.
Does PAN Amsterdam have an API?
No public API is recorded for PAN Amsterdam.
What industry is PAN Amsterdam in?
PAN Amsterdam's product category is Art Fair & Exhibition Services. Its primary akta.pro industry code is THAHABAN, Arts, Culture, Entertainment & Fan Conventions Organizers, with a secondary code of THAHACAF, Exhibition & Trade Show Management (Conference-Adjacent).