We must admit, this is a tough question to answer. Honestly, the desire to create a platform like ours was born out of frustration with a couple of tendencies in the industry. We were personally fed up with the boring, hyper academic approach in art institutions that felt out of touch with the preferences of our many in our generation. We wanted to create a platform that resonates with Millennials and Gen Z in terms of language, aesthetic, style, etc. Also, as international students studying in London, we were missing a sense of community.
The opportunity to study amongst artists was a decisive factor for us both to pursue a mater's degree at an art school in London, and we’re very glad we did, but there was nothing set in place to truly connect and to get an impression of what's going on. We wanted to solidify a sense of community between art students and graduates, those interested in curation and art history, art researchers, etc., in London and possibly expand that to other cities.
Another thing we felt was missing were paid opportunities for recent grads. So we want our platform to be about community building between and celebration of a new generation of artists entering the scene. We see London as our anchor point but we do not focus on one particular practice or styles. We’re open to a lot of styles and artistic practices while focussing on paintings and prints. Just like both of us, who are Indonesian and Dutch, we met and studied in London. We wish for Where’s The Frame? to be like us - to be an open space for a new generation of artists.