Art for change, not just display
You may have encountered his work before without knowing it—a Dutch street artist whose vibrant and cheeky creations also carry powerful environmental and social messages.
Canal
Hold On Tightly To What You Think You Love
Protest March
Smallfry's art resonates with his loyal following, and now, he’s ready to launch an art installation that will captivate a whole new audience.
Beautiful art with meaning, a brand with a conscience
Ever left a museum or cinema, watched a TV show, or scrolled through social media and couldn’t remember anything from it 10 minutes later? Yeah, it’s as if everything has been created to be easily consumed and forgettable. But we believe there’s a whole section of society that wants to be challenged, that seeks an experience they will remember.
That’s why we’re creating something revolutionary in Amsterdam—an art museum designed by Smallfry to make you laugh, spark conversation and inspire action.
That’s why we’re creating something revolutionary in Amsterdam—an art museum designed by Smallfry to make you laugh, spark conversation and inspire action.
Smallfry's Museum Of Modern Life is for those of us who have something to say about our modern lives but aren’t sure what to do about it. We live in a world filled with capitalism and cheap dopamine hits. We want to make a difference but aren’t sure where to start. Through our upcoming Kickstarter campaign, we aim to bring Smallfry's vision to life: a museum filled with visually stunning works that encourage laughter, fun, sorrow and interacation.
The Canvas Is The Real Masterpiece
“We’re on a mission to redefine the art museum experience. Smallfry's space will challenge, inspire, and empower visitors, ensuring that every visit is not just memorable but transformative”
At first glance, Smallfry's art may appear catchy, bright and simplistic, but upon closer inspection, it opens up dialogues that challenge beliefs and provoke thought. As he says, ‘Context is Everything!’
What A Waste
The story behind Smallfry
“Smallfry” may sound modest, a word that means ‘unimportant’ or ‘something of little value.’ But the name has a story. It comes from Fraser Small’s childhood, where his boarding school clothes were marked "Small F R I." As a result, it became his nickname, with slightly negative connotations. What once implied insignificance is now being reclaimed as a bold statement of resilience.
Founded by Fraser Small and Roëll Wahle, Smallfry is about transforming what’s overlooked into something powerful. Our art tackles contemporary struggles—unbridled capitalism and climate anxiety—with purpose, humor, and beauty. We turn tough realities into action.
Founded by Fraser Small and Roëll Wahle, Smallfry is about transforming what’s overlooked into something powerful. Our art tackles contemporary struggles—unbridled capitalism and climate anxiety—with purpose, humor, and beauty. We turn tough realities into action.
The Social Butterfly
Art that packs a punch
Get In on the Action
Smallfry's Museum planned installations won’t just be for looking. Touch, feel, and become part of Smallfry's art.
Conversation Starters
Each piece tells a story. For example, “The Social Butterfly” features vibrant wings, but on closer inspection, reveals logos of pesticide companies responsible for their decline. Or consider the thought-provoking billboard that reads, “One Day My Son, This Will All Be Yours,” above a mound of discarded items that visitors can contribute to—instigating discussions about consumption and what we are leaving future generations. Beautiful pieces come with meaning!
Insta-Worthy with Impact
Sure, take that awesome selfie. But make it mean something. Your photos here will spread messages, not just likes.
Walk the Talk
We’re putting our money where our art is. 20% of what we raise goes to causes we care about, aiming for 50% as we grow.
Rewards
We have an incredible rewards program that includes limited edition art, your name forever at the museum, branded clothing, and more.
Smallfry's Museum planned installations won’t just be for looking. Touch, feel, and become part of Smallfry's art.
Conversation Starters
Each piece tells a story. For example, “The Social Butterfly” features vibrant wings, but on closer inspection, reveals logos of pesticide companies responsible for their decline. Or consider the thought-provoking billboard that reads, “One Day My Son, This Will All Be Yours,” above a mound of discarded items that visitors can contribute to—instigating discussions about consumption and what we are leaving future generations. Beautiful pieces come with meaning!
Insta-Worthy with Impact
Sure, take that awesome selfie. But make it mean something. Your photos here will spread messages, not just likes.
Walk the Talk
We’re putting our money where our art is. 20% of what we raise goes to causes we care about, aiming for 50% as we grow.
Rewards
We have an incredible rewards program that includes limited edition art, your name forever at the museum, branded clothing, and more.
Amsterdam:
The Perfect Setting for Change
The Perfect Setting for Change
We chose Amsterdam for our museum—a city rich in art and culture, where history meets progress. It's home to Van Gogh and Rembrandt, but also a hub of new ideas and cultural exchange. Like Amsterdam, Smallfry bridges two worlds: beauty and activism, commerce and community.
Sign up below to be the first to access our Kickstarter, exclusive, limited-edition pieces, and merchandise—and help us build a museum where art doesn’t just hang on walls—it makes change happen.
A 3D render of Smallfry’s Museum Of Modern Life.