After seven years as an art magazine, See All This is stepping out from the pages and from beyond the computer screen. The art magazine is coming to Amsterdam to give new life to the legendary gallery@droog, located on Staalstraat, where the textile inspectors of the 17th century examined the color and quality of fabrics, immortalized by Rembrandt. It will become a cultural meeting place, a sanctuary, and a spot for enjoying lunch or wine with a magazine.
In this unique space, See All This will host (sales) exhibitions, dinners, and offer masterclasses, aiming to pass on ancient knowledge of materials and techniques while also allowing people to experience the mind-expanding sensation of creating things by hand.
Living with art
The guiding principle of this new adventurous endeavor is “living with art.” Indeed, art can uplift us, reassure us, ask questions, bring joy, and even, as recent groundbreaking research shows, keep us healthy (I. Ross, Your Brain on Art: How the Arts Transform Us, March 2023). Art is not just confined to white gallery walls; it surrounds us in our daily lives. Therefore, See All This aims to create a relaxed, homely, and studio-like atmosphere where plants, people, animals, and art come together.
The heart of everything See All This does is its paper magazine, and the themes will be physically translated into the Gallery. The space will constantly transform by collaborating with different international guest curators – simultaneously curating their theme issues – such as landscape designer Piet Oudolf, architect Bijoy Jain, and curator Catherine de Zegher.
Piet Oudolf’s most famous garden is the Highline in New York. This year, Amsterdam is getting its own mini-Highline. Exclusively for See All This, Oudolf has designed a 0.75 x 16-meter-long garden against the facade of @droog on Groenburgwal: a gift to @droog and the city of Amsterdam. This southeast-facing garden has already been planted.
“In a time of change, Droog is changing too. In every corner of @droog, our past is visible, but in the true spirit of Droog, we are also open to new ideas. See All This creates a beautiful magazine, and I can imagine how they will enthusiastically breathe new life into our unique space.”
– Renny Ramakers
About See All This
See All This is an art magazine that appears quarterly in print. An enthusiastic and captivating guide featuring special interviews and adventurous background stories about art, photography, fashion, nature, and travel. Since March 2023, See All This has been housed at @droog, where it curates (sales) exhibitions, dinners, and masterclasses in the gallery space. “Paradise Found” is their inaugural exhibition at @droog.