In an industry that can feel like an events factory, how do we make each invitation meaningful?
This practical session brings together a panel to explore what makes an invitation compelling, from tone and layout to follow-up strategy and using audience data strategically.
Speakers:
Anna Maja Spiess - Co-founder Upon Request
Max Mallows - Co-founder ARTSVP
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Please note that by joining the event, you agree to be photographed for marketing or promotional purposes. Please notify one of the team on the day with any concerns.
Anna Maja Spiess graduated from the Academy of Fine Arts Munich with honours in 2013. She studied sculpture in the class of Prof. Olaf Metzel. Prior and alongside her studies she worked on European exhibitions for the Sabarsky Collection, NY and the company collection of the German Automobilclub (ADAC) as well as for Galerie Thomas, Munich. In 2013 she joined Artsy as their first non-US hire and was instrumental in the startup's rapid global growth. Since 2016 she led Cultural Partnerships at Artsy, focusing on the collaboration with governments and gallery weekends around the world. In recent years she served as a creative director, supported projects as an advisor behind the scenes from international museum concepts, to charity auctions to private collections. Furthermore she created immersive environments and installations as part of an artist duo, dreamed up and built the membership club HOUSE for the beloved global media company TheArtGorgeous, Hong Kong, which she later took over as Editor in Chief and CEO until the end of 2024. In early 2025 she co-founded Upon Request with Isabelle Ribbentrop, a cultural advisory and together with ARTSVP created ROOM 13, a global arts member’s club hosting under the motto “aut delectare, aut prodesse” ("to instruct and to delight”)alongside art fairs, biennales or other key moments of the industry. If she is not highlighting and championing other creatives work, she creates her own art and takes long walks in the forest of her Brandenburg abode.
Max Mallows has a background in working across multiple technology start-ups before spotting a gap of tech resources built for the art world. Coming from a family of artists building products that could help the art world become efficient and provide access at all levels has been fundamental value for all recent businesses. From helping businesses list events with Seb's Art List, to then manage them with ARTSVP, Max is on a mission to make it easy to invite and reach the target audiences in an efficient and unobtrusive manner - ONE pass is the next thing to look out for.