First Edition
14 November 2013
Jeu de Paume, Paris
Julia Hoffmann
“Facts and figures on how photography increases sales.”

The former creative director of MoMa New York, Julia Hoffmann left her prestigious post to join vintage e-commerce sales site And while imagery is a natural priority at museums, it’s less obviously the case for internet sites: that’s why Hoffmann’s first objective was reinforcing the importance of photography in the promotion of products for sale.

With this in mind, organises special workshops to help its “member vendors” better position their products. As Hoffmann often says, “photography tells stories better than words can do.”

Etsy saw immediate results when it decided to focus on improving the quality of members’ photos. The company’s 2013 revenues hit over $1 billion, a success it attributes to its “love-teaching” approach among members, who are taught to photograph their products with passion: among one group of vendors, professional photography increased sales by 139%; and in a second group, passionate vendors who produced their own images saw a sales increase of 202%.

Julia Hoffmann
Julia Hoffmann @juliahoffmann
“Facts and figures on how photography increases sales.”

Hoffmann is the Global Creative Director for Etsy. Based in Berlin, she oversees the visual brand internationally across all consumer touch-points. Prior to this, and for the past five years, she served as Creative Director of the Museum of Modern Art in New York. As head of the Advertising and Graphic Design Department, she oversaw brand identity and design for exhibition graphics, advertising, signage, and collateral projects for all of MoMA's exhibitions and programs.

Hoffmann also held senior roles at Pentagram (Senior Designer) and Crispin Porter + Bogusky (Art Director). Born in Frankfurt, Germany, she earned her BFA at New York’s School of Visual Arts, where she was also a faculty member for the last five years.

Speakers 2013

Pingo Van Der Brinkloev 9:33
Pingo Van Der Brinkloev
“Changing mindsets on creativity with collaborative online tools”
Jeff Gaudinet 8:18
Jeff Gaudinet
“Skatemoss: A collaborative artistic project”
Daniel Barroy 22:08
Daniel Barroy
“Mastering the use and exploitation of images over the Internet”
Nicolas Ferrary 9:45
Nicolas Ferrary
“Photography in the service of e-commerce”
Gilles Babinet 11:06
Gilles Babinet
“The challenges of intellectual property”
Valérie Henaff 16:38
Valérie Henaff
“Are we all photographers, all voyeurs?”
Xavier Romatet 26:25
Xavier Romatet
“A conversation on the media”
Gideon Jacobs 10:17
Gideon Jacobs
“100 year Capa’s visual discussion”
Dominique Sagot-Duvauroux 15:18
Dominique Sagot-Duvauroux
“Photography markets take the digital test”
Peter Littger 10:56
Peter Littger
“Introduction to new uses of photo in media”
Florian Meissner 11:29
Florian Meissner
“User privacy and the importance of the data they entrust to us”
Boris Petrovitch Njegosh 13:52
Boris Petrovitch Njegosh
“Imagery and innovation: the vectors of brand identity”
Julia Hoffmann 7:41
Julia Hoffmann
“Facts and figures on how photography increases sales.”