(K)nocking on the art industry’s doors
By Angharad Jones
Let’s face it. Unless you’re fully immersed in it or you’re given a helping hand, the art world can be an enigma to most. Up-and-coming artists can struggle to get their foot in the door and make a living from their craft, while those interested in building an art collection often don’t know where to start — let alone have the kind of disposable income that these purchases often require.
There’s a duo that spotted this and decided to shake things up — and shake things up they are. Anne Rose Cornelisse and Ciel ter Velde, the co-founders of Amsterdam-based NOCKNOCK, have created a new approach to discovering, buying and selling art that’s making it a lot more accessible and dare we say it, more modern and more fun.
NOCKNOCK is a platform that showcases artists and allows them to represent themselves and their work (after all, they’re the ones who know it best). Both emerging and established artists feature on the platform, covering all disciplines ranging from glass and ceramics to painting and photography.
The idea started, like so many genuinely disruptive brands and businesses, during the early days of the COVID-19 pandemic. An artist friend of theirs was asked to present herself and her art to a gallery outside of the Netherlands but with no international travel on the cards, that presentation had to take place on Zoom. Suddenly, the curtain into reality was lifted and that artist was presenting her work in her own environment. It gave the gallery a deeper insight into who she was and how she worked, building a more personal – and human – connection.
This sparked an idea for Anne Rose and Ciel. They would create a platform for artists, but they would do it in a different way than you would typically find at a gallery. They would personally work closely with each artist and film a short interview series to shine a light on the person behind the art. They would create opportunities for artists to come together, network and support one another. They would let the artist show their work in the way they envisioned it, and they would bring the audience along for the journey. In short, they would create an environment that’s inclusive, welcoming—and exciting.
"NOCKNOCK is about making art approachable and fostering a supportive community for creators and collectors alike.”
The Artists
Artists on the NOCKNOCK platform include the photographer Milette Raats, whose travel-inspired photography has been exhibited everywhere from the Netherlands to New York, Sydney and Tokyo, as well as in the permanent collection of the Amsterdam Museum.
There’s Jesse Fischer, whose colourful paintings playfully depict the individual pursuit of pleasure in, as he describes it, “intuitive narrative painting.” There are ceramicists Mickey Philips and Janice Jill. The former uses clay to create everyday objects—like bug-shaped table lights or a fruit bowl with a clay pear inside, because nothing’s sadder than an empty fruit bowl or a lonely piece of fruit. The latter, whose time spent in New Delhi, has shaped her colourful, unserious approach to sculptures and objects such as large candlesticks and organically shaped bowls.
Then there’s Arnout Visser, who works with glass, and considers glassblowing to be the ultimate craft. He was instrumental in the success of Droog Design in the 1990s, Amsterdam’s famous conceptual design platform, for which he created the iconic Optic Glasses that have influenced so many vessels that have come since.
The Art Fair
As well as offering a platform for artists, there’s a NOCKNOCK Art Fair every year in Amsterdam that is quickly becoming one of the hottest dates on the art calendar. At the 2024 art fair in the Gashouder in Amsterdam – a huge building that makes up Westergas, the former gasworks that’s been turned into a lively cultural hub – more than 100 artists from around the world descended on the city, showcasing a diverse range of art forms under one roof. Visitors were invited to immerse themselves in the world of art, listen to talks from panels of experts, take part in interactive activities, and watch fashion shows featuring the latest collections from local designers. The atmosphere is one of celebration, creativity, building on old friendships and creating new ones.
True to NOCKNOCK form, accessibility is a key element at the annual art fair. Instead of working with galleries, which is typical of art fairs, NOCKNOCK’s artists present their own work at the fair and engage directly with the public. The Find Your Fit service gives fair goers the chance to work one-on-one with an interior designer free of charge, who can help them find the right art for their space. At the fair, attendees can speak directly to the artists, understand their vision and their process, and create a deeper connection to the piece they may eventually buy. Children are welcome and encouraged to get involved too, while a kids’ corner allows them to get creative with paint and toys when the parents want some uninterrupted time to look at the good stuff.
The Founders
We caught up with Anne Rose and Ciel after the 2024 Art Fair (their busiest yet) to find out more about NOCKNOCK, their thoughts on the art world, and what we can expect to see from them next (hint: there’s a very exciting collaboration between them and art’otel Amsterdam in the works…).
What is NOCKNOCK, in your own words?
NOCKNOCK is an online and offline platform that bridges the gap between emerging artists and art enthusiasts. NOCKNOCK is about making art approachable and fostering a supportive community for creators and collectors alike. At the annual art fair, we offer over 120 artists the chance to showcase their work. Instead of working with galleries like other art fairs worldwide, we decided to work directly with the artists themselves. This is to create an extra dimension within the artwork because the story behind the art comes from the artist and this is something he/she can present best because they know it best.
How and why did NOCKNOCK begin?
NOCKNOCK was born from a shared passion for art and a drive to support artists. We noticed how challenging it was for emerging artists to gain visibility, especially during the pandemic. We decided to create short introductory videos that showed the artists working in their studios and answering questions in a one-minute video. We “(k)nock (k)nocked” on their doors. After doing this for a year, we decided it was time to take the next step and host our first art fair. Now, four years later, we are one of the biggest in the Netherlands.
What were you both doing before you started NOCKNOCK?
Before launching NOCKNOCK, we both studied at Hotelschool The Hague in Amsterdam, where we gained a strong foundation in hospitality and management. After graduating, Ciel spent a year studying at the Amsterdam Filmschool. After these studies we both did part-time jobs which gave us the opportunity to start working on NOCKNOCK ART.
The art world can be difficult to crack. What do you think are the greatest challenges that artists face?
The biggest challenges for artists are visibility and support. Many artists struggle to gain exposure, especially if they aren’t represented by a gallery or are working outside traditional circles. Financial stability can also be tough, as emerging artists often don’t have consistent income streams from their art.
How do you work with artists?
In the beginning we personally visited every artist we collaborated with. Now, with over 200 artists, we primarily connect through phone meetings. We’re committed to working closely with each artist, and three to four times a year, we bring all the artists together for network events. These gatherings feature engaging talks on the latest trends in the art industry, offering valuable insights and fostering community among our artists.
How do you choose which artists to platform?
We choose artists who are passionate about their craft and who align with our mission to make art accessible and inclusive. It is a long and difficult process in which we look at education, experience, craftsmanship and much more. We have an advisory board who have already been within the art world for a long time, to help us with the selection procedure.
Are there any success stories you can share about artists you’ve worked with?
Absolutely! One of our artists, who had never exhibited in a major art space before, was featured in our 2022 NOCKNOCK Art Fair. She ended up at a gallery and travels the world to sell and create her art, at an age of 30 years. She is currently in a residency in New York!
You’ve just held the 2024 NOCKNOCK Art Fair in Amsterdam. How does your art fair differ from others?
Our art fair differs from other art fairs since we work with artists instead of galleries. At our fairs the artists present themselves to present and tell everything about their work. In addition, we ask all artists to bring one affordable piece which we present in our fashion art shows. We want to create a real art experience for every visitor to make the art accessible.
What were your highlights from this year’s NOCKNOCK Art Fair?
The art fair itself was our highlight as we did not expect 10,000+ visitors. It was our dream that it would be a great success, but the whole experience exceeded all our dreams and wishes of this year.
What advice would you give to artists who are just starting out in their careers?
Just do it and go for it!
And what advice would you give to people who are interested in building an art collection, but don’t know where to start?
Visit the NOCKNOCK Art Fair 2025. We offer a special format, called ‘Find Your Fit’ in which interior designers help you to find a piece of art that matches your wishes. You can bring a picture of your house/room, tell them what you’d like and they will help you buy your first art piece.
What have you got planned for the future of NOCKNOCK?
We are growing enormously and we are planning to grow further. We are taking over the gallery in art’otel Amsterdam, planning an even better and greater art fair in Amsterdam in 2025 and hoping to surprise every visitor by our great collection and atmosphere at the fair. The yearly art fair in Amsterdam will remain and hopefully we will expand to other cities in the future as well.
Visit nocknockart.com to find out more and to grab your tickets for NOCKNOCK Art Fair 2025.
