Upstream Gallery Amsterdam

What Upstream Gallery Amsterdam does

Upstream Gallery Amsterdam is a privately held contemporary art gallery operating from a 17th-century canal house at Kloveniersburgwal 95 in Amsterdam, the Netherlands. Founded circa 2003, the gallery represents approximately 25 artists working across digital art, internet/net art, video, painting, sculpture, and animation, including established names such as Constant Dullaart, Rafaël Rozendaal, Jan Robert Leegte, Jen Liu, Jeroen Jongeleen, and León & Cociña. Its curatorial specialization in radical, conceptual, and digitally native art — including ties to the historical ZERO/Nul movement — distinguishes it from generalist contemporary galleries and positions it within a defined niche of the international art market.

The gallery's product surface comprises a physical exhibition program (operating Wednesday through Saturday, 13:00-18:00, with a private viewing space) and a complementary online exhibition platform, upstream.gallery, developed in collaboration with represented artists including Constant Dullaart, Jan Robert Leegte, Jonas Lund, and Ties van Asseldonk & Deborah Mora of Interaction Design Artez, and launched during the COVID-19 pandemic in 2020 to host internet-native and digital-only exhibitions. Distribution extends through regular participation in tier-1 international art fairs (Art Basel editions in Basel, Miami Beach, and Hong Kong; Art Basel Zero 10; Artissima in Turin; Art Rotterdam) and a co-representation partnership with Berlin gallery Office Impart for fair appearances.

Upstream Gallery generates revenue through commissions on primary sales of represented artists' works, participation fees at art fairs, and exhibition hosting services, with artwork pricing negotiated privately on inquiry. It serves two primary customer segments — private art collectors and museums/cultural institutions — with represented artists exhibiting at major institutions including Centre Pompidou, Guggenheim, MoMA, and the Venice Biennale. The gallery operates without disclosed external funding, headcount data, management team disclosures, or revenue figures, and its ownership structure is not publicly stated.

Name

Upstream Gallery Amsterdam

Legal name

Upstream Gallery Amsterdam

Website

https://upstreamgallery.nl

Company type

Private

Founded year

2003

Operating status

Operating

Short description

Upstream Gallery Amsterdam is a privately held contemporary art gallery in a 17th-century Amsterdam canal house, representing approximately 25 artists working in digital, internet, and conceptual art. It serves private collectors and museums via physical exhibitions, the upstream.gallery online platform, and tier-1 art fair participation.

Ownership category

akta.pro rank

Product category

Contemporary Art Gallery

NAICS

Art Dealers (45992)

akta.pro primary industry

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

Keywords

• Contemporary art gallery
• Digital art exhibitions
• Artist representation
• Art fair participation
• Internet art platform

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, Infrastructure

Revenue model

1. Art Sales and Exhibition Services: Gallery generates revenue through commission on sales of artworks by represented artists, participation fees at art fairs, and exhibition hosting. The gallery represents artists across various mediums including digital art, video, painting, sculpture, and internet art.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Upstream Gallery Amsterdam is a contemporary art gallery that represents approximately 25 artists working in digital art, internet art, video, painting, sculpture, and performance. The gallery provides physical exhibition space at its Amsterdam canal-house location, participates in international art fairs, and operates the upstream.gallery online platform for hosting digital and net-art exhibitions developed by its artists. Revenue is generated through commissions on artwork sales, exhibition hosting, and art fair participation.

Product overview

Upstream Gallery Amsterdam operates as a contemporary art gallery offering physical exhibitions at its Amsterdam location alongside a dedicated online exhibition platform called upstream.gallery. The gallery represents artists working in digital art, net art, sculpture, video, painting, and performance, and participates in international art fairs. The upstream.gallery platform serves as a complementary digital space for online-only exhibitions and works that exist natively on the internet.

Differentiator

Problem solved

Functional benefit

Products and services

• Upstream Gallery Amsterdam (physical gallery) A contemporary art gallery located in a 17th-century canal house in Amsterdam that represents artists working in digital art, net art, video, painting, sculpture, and performance. It hosts regular exhibitions open to the public (Wednesdays–Saturdays, 13:00–18:00) and private viewings for collectors and institutions, with revenue generated through commission on artwork sales.
• upstream.gallery online exhibition platform An online exhibition platform dedicated to hosting online exhibitions developed, curated, and initiated by artists represented by Upstream Gallery. It hosts net art and digital works that can be experienced fully online, extending the gallery's reach beyond physical visits. Current exhibitions include 'Echo' curated by Jan Robert Leegte.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• AVL Mundo FoundationminorStrategic or Co-development PartnerAVL Mundo Foundation is a Rotterdam-based independent contemporary art space. Upstream Gallery artist Jeroen Jongeleen won the Brutus Art Prize 2020 awarded by AVL Mundo, with an exhibition at their BarBAAR space. The partnership involves artist exhibitions and recognition.
• Office ImpartcoreChannel Partner/ Reseller/ DistributorUpstream Gallery (Amsterdam) and Office Impart (Berlin) jointly present work by Jan Robert Leegte at Art Basel Zero 10 (Basel, June 2026). This is a co-representation partnership for international art fair presence.
• Constant Dullaart, Jonas Lund, Ties van Asseldonk & Deborah Mora (Interaction Design Artez)coreStrategic or Co-development PartnerCollaborative partnership to develop upstream.gallery, an online platform dedicated to hosting online exhibitions developed, curated, and initiated by artists. This platform extends the gallery's reach into digital-only exhibition spaces.
• Art BaselcoreChannel Partner/ Reseller/ DistributorUpstream Gallery regularly participates in Art Basel art fairs (Basel, Miami Beach, Hong Kong, Zero 10), which serve as key distribution channels for reaching international collectors and institutions.
• ArtissimaminorChannel Partner/ Reseller/ DistributorUpstream Gallery presented Jeroen Jongeleen's 'Running in Disputed Territories - No Man's Land' at Artissima 2022 in Turin.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• David Zwirner: Major international contemporary gallery with an expansive multi-medium program and growing engagement with digital and new-media artists. Comparable as a high-end contemporary gallery context for the kind of digital artists in Upstream's roster, though much broader in scope.
• Pace Gallery: Global mega-gallery representing major contemporary artists across mediums and increasingly engaging with digital and new-media practices through its technology and media program. Comparable to Upstream as a contemporary gallery environment where digital artists can be shown, though at much broader scale.
• Galerie Perrotin: Major international contemporary gallery with a notably strong digital-art program and multiple locations including Paris, New York, Tokyo, and Hong Kong. Comparable to Upstream as a contemporary gallery context for digital-art collecting at the international tier, though at significantly larger scale.
• Lehmann Maupin: International contemporary gallery with locations in New York, London, Seoul, and Hong Kong representing artists working across mediums including digital and video. Comparable as a tier-1 contemporary gallery context reaching the same international collector base that Upstream accesses via art fairs.
• König Galerie: Berlin-based contemporary gallery with strong representation in digital and new-media art, including artists engaging with internet culture and technology. Comparable to Upstream in its digital-art engagement, though operating at significantly larger scale across multiple locations.

Others

• Rhizome: Non-profit organization dedicated to the preservation and exhibition of digital and internet art, affiliated with the New Museum. Adjacent to Upstream's domain as an ecosystem institution that supports digital-art collecting, scholarship, and artist careers, though operating as a non-profit rather than a commercial gallery.

Direct peers

• Postmasters Gallery: Long-running New York gallery that pioneered exhibitions of internet art, digital art, and new media starting in the 1990s. Closely comparable to Upstream in terms of digital-art specialization, artist roster profile, and engagement with online-native exhibitions.
• bitforms gallery: New York-based gallery founded specifically for digital and new-media art, representing historically significant artists in computational and net art. Directly comparable to Upstream in its specialization in digitally-native contemporary work and engagement with the digital-art collector community.
• Office Impart: Berlin-based contemporary gallery with a focus on digital and post-digital art, including co-representation of artists such as Jan Robert Leegte with Upstream. Operates a similar niche positioning and shares a documented partnership with Upstream at Art Basel Zero 10.
• Transfer Gallery: New York gallery focused on contemporary digital and new-media art practice, with an emphasis on exhibitions that explore networked and computational art. Comparable to Upstream in its digital-first programming and artist roster.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/galleryupstream
• Facebookfacebook.com/UpstreamGallery
• Instagraminstagram.com/upstreamgallery

Revenue estimate

Valuation estimate

Number of profiles

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 Upstream Gallery Amsterdam