For Tess van Zalinge, fashion emerges at the intersection of art, craftsmanship and imagination. For PAN’s campaign image, she wanted to create an image that sparks curiosity: an invitation to look beyond what is visible at first glance.

Just like at PAN, different worlds come together in her image: past and present, tradition and experimentation, object and story. Tess does not see fashion as something separate from the art world, but as an art form that uses the body as its medium. It tells stories, evokes emotions and gives shape to identity.

For her, PAN is precisely the place where different disciplines meet and where inspiration emerges through unexpected connections. A place where there is always more to discover, and where you are continually invited to look at art and fashion from a new perspective.

For Splinter, PAN is a maze in which you are not looking for the exit, but instead discovering new entrances. A maze that leads you into ever-changing worlds: worlds that inspire you, make you dream, give you hope, spark new ideas and allow you to briefly escape from your own life.

As a visitor, you are actually a kind of Alice in Alice in Wonderland. For the campaign image, Splinter wanted to capture this sense of wonder, the discovery of new entrances, and a feeling of hope and inspiration. He is also a great fan of colourful worlds, and of the colour pink in particular.

Splinter first tried to put into words what PAN means to him and what feeling he wanted the fair to evoke in its visitors. He then sat down with the design studio Design and Practice to develop the idea further. Together, they arrived at the campaign image: a world that you can, in a sense, step into and explore for yourself.

He hopes the campaign image conveys the colourful, joyful, accessible, maze-like, inspiring, hopeful and wondrous feeling he had in mind. Because PAN is the only maze in the world in which you actually want to keep getting lost.

For Nynke Tynagel, an image often begins with a character: someone with a particular profession, a passionate interest or simply a distinctive personality. She then brings that character to life through their surroundings and personal possessions.

For the campaign image, she chose a devoted collector couple. Their collection of art, antiques and design is eclectic and driven not so much by strict categories as by emotion. The couple lives surrounded by their impressive collection and believes they can still make room for a few new acquisitions in their overflowing private museum: their contemporary Wunderkammer.

Different worlds and objects come together in the image, with the collection revealing as much about the people who assembled it as it does about the objects themselves. The result is a playful portrait of two collectors who are constantly searching for new additions and have created a world of their own among art, antiques and design.

Graphic designer Sef Hansen designed the campaign image around Rembrandt’s sense of wonder at the life that surrounds us. His design places nature at its centre: from the smallest, invisible forms of life to the infinite universe. Everything is interconnected and interdependent.

Hansen brings together the spectacular forms and biological processes found in nature. A harmonious mix of photography and elements created through artificial intelligence evokes the force that shapes everything around us. The design refers to Natura Artis Magistra: nature as the teacher of art.

Architect and MVRDV co-founder Winy Maas designed the campaign image around the idea of ‘ArtCity’: what if we considered everything around us as art?

For Maas, the built environment can and should have artistic value. From bridges, buildings and parks to greenery, streets and even a child’s chalk drawing on the pavement, everything can become part of how we experience the city. By shifting our perspective and learning to appreciate our surroundings as art, he believes we can also open up a conversation about inclusive cities and democratic public spaces: places where everyone is welcome and where there is room for criticism.
With his campaign image, Maas imagines a city in which buildings, streets and parks all become art. A city that moves away from the commercial, overly functional and repetitive built environment of today.

Pierre Audi developed the campaign image for PAN Amsterdam 2021 together with the Amsterdam-based creative duo Maria Bodil – Lieve Maria Eek and Marthe Bodil Vos. United by their shared love of art, they explored the essence of the creative process and the question: where do we come from?

In their search for the foundations and original materials of art, the makers returned to the most elemental. The campaign image brings together four fundamental materials from the visual arts – metal, stone, wood and glass – in their purest form.
The image creates a connection between art and nature, bringing the materials together beyond time, period or discipline. It creates a crossover between different eras, materials and objects, with these four elements representing the primordial foundations of art.