AMSTERDAM.- Unseen announced that the project Inside Out by French artist JR is on show during Unseen at site of the Westergasfabriek in Amsterdam. This is the first time in Europe visitors are able to have their portrait taken in the new mobile photo studio (26-29 September 2013).

Life-size portraits
Photographer and artist JR claimed his right to fame through his life-size portraits of local people, which he pasted on buildings and around city streets. Through this project, these otherwise anonymous locals were given a face. After winning the TED prize in 2011, JR initiated Inside Out, fulfilling his wish to create the world's biggest participatory art project. Inside Out is a worldwide platform that allows people to share their story and turn their personal identity into a public work of art. The public is confronted and involved in a rather unexpected way, as they are encouraged to share their portrait and make a statement. Over 150,000 people from over 100 countries worldwide have already become part of Inside Out. Now it is the Unseen visitor's turn.

Have your Inside Out portrait taken at Unseen
In April 2013, 6,000 portraits were on show in Times Square in New York City thanks to a special mobile photo studio. At Unseen, visitors are invited to have their portrait taken in this photo booth truck. Photographs are instantly printed on a large poster-scale format and become part of the exhibition. As a result, visitors become part of an ever-growing artwork, not just by having their image added to the installation but by physically putting up their own portrait in the exhibition. Inside Out does not adhere to the conventional exhibition space but is installed both inside and outdoors, on floors, walls and in the street, becoming a global platform to share their untold stories.

Each Inside Out project is documented, archived and exhibited online
Sasha Stone, General Manager of Unseen, is delighted by the contribution of JR: "JR's projects are sensational. He involves the public in a remarkable way by letting them become a part of it. It's a great example of how photography speaks to the imagination, and can surprise and challenge the viewer. JR's project is a perfect addition to Unseen because it makes high-quality photography available to a large audience."

Unseen Photo Fair
From 26 to 29 September, this unique photography festival returns to the site of the Westergasfabriek in Amsterdam. Unseen is an international photography fair focused on work by emerging talents and otherwise unseen work. More than fifty galleries from 20 countries around the world have been invited to participate in the second edition. In addition to the central photography fair, Unseen presents a film programme in the Unseen Living Room and a host of lectures and panel discussions in the Unseen Theatre, and special exhibitions such as the Unseen Collection and the Foam Magazine Talent Exhibition. The new platform for emerging art, the Outset | Unseen Exhibition Fund, will also be launched at Unseen. The Unseen Dummy Award returns to the festival this year, whereby the winner is given the opportunity to realise an unpublished photobook concept.

Unseen takes place in Amsterdam's Westergasfabriek from 26 to 29 September 2013. For tickets and further information, please visit www.unseenamsterdam.com.