The Public House of Art

The Public House of Art (PHOA) operates as a privately funded, affordable art platform based in Amsterdam, positioning itself to make art collection more accessible to a broad, international audience. Founded in 2015 by Sid Sand, serving as CEO, and Maarten Bitter, the former CMO of TravelBird, who is the CMO, the company aims to dismantle the perceived barriers of the traditional art world.

The firm's business model centers on commissioning specific works from a curated selection of international contemporary artists. These pieces form exclusive, bi-annual, thematic collections of limited editions, designed to remove the "snobbish, academic barrier that often surrounds art". PHOA offers artworks in four distinct sizes—House, Villa, Mansion, and Castle—with a clear pricing structure ranging from approximately €100 to €2,000. This strategy targets a wide range of consumers, from new buyers to seasoned collectors looking for accessible pieces. Revenue is generated through the direct sale of these limited-edition artworks.

By collaborating with artists, PHOA provides them with a professional platform for support and guidance, helping them gain visibility in a competitive market. In early 2024, the company secured €1.5 million in funding from Q2Q Capital, a boutique investment partnership, marking a significant milestone for its growth and expansion plans. The platform has been active in presenting its artists at various European and international art fairs since its inception.

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