Foam

How did it all begin?
The magazine was initiated by Foam, the photography museum founded in Amsterdam in 2001, and Vandejong, a communications agency based in Amsterdam. Or more specifically by Marloes Krijnen, director of Foam and Pjotr de Jong, director of Vandejong.

The motivation behind Foam magazine was to create an additional high-quality platform for photography, almost like an extra exhibition space for the museum, in a magazine format. The Foam Museum has always tried to look beyond its own walls and organises many projects outside the building. A magazine fits very well within that philosophy; it can travel to faraway places and to people who may never be able to visit the museum, and stimulate discussion on photography.

The first issue was published in December 2001, on the occasion of the opening exhibition at the museum, and served as a catalogue to the exhibition, as did the second issue. Foam no. 3 was the first independent issue based on the six portfolios format. While the relation to the museum is obvious, given the title, the selection of themes and portfolios is now unrelated to the exhibition programme of the museum. There may be an overlap occasionally, but that’s entirely coincidental.

Printed matter has always been an important medium for the presentation of photographers’ work, perhaps even more important than exhibitions – look at the current boom in photobook publishing and collecting. So a magazine, especially in the way Foam is published, remains an excellent medium for the presentation of photography to a worldwide audience.

Answered by Tanja Wallroth, Managing editor

Interview courtesy of We Make Magazines

Tags: Foam