This fall, Amsterdam—known for its innovative photo community— will welcome a new photography festival to its Dutch district. Called Unseen, the festival hopes to be a festival that, well, viewers have never seen before, with a focus on new and emerging talent as well as an aim to showcase never-before-seen work from established favorites including Richard Avedon, Steven Klein, Helmut Newton and Edward Steichen, among others.

Taking place from Sept. 19-23 at Amsterdam’s Westergasfabriek, the fair comprises more than 50 galleries hailing from around the world. With photography from places as diverse as Japan and New York, Dubai and Finland, the scope of the work will range from documentary to conceptual to experimental. Highlights include Miles Aldridge’s Immaculee #3 (Red Madonna), 2012, which reaffirms the long standing relationship between photography and iconographic painting, but pushes the boundary of what we expect as a viewer by asking the virgin figure to maintain eye contact and acknowledge the image maker. Also of interest is Zanzibar, 2010, by Chloe Sells. The American photographer explores the idea of land and nostalgia through her experimental darkroom C-prints. Colorful and graphic with bold colors and strong shapes, yet abstract and ambiguous, her images inspire thoughts of place and placelessness.

While there are many photography fairs around the world, Unseen works to offer a few additions to the typical fair. There will be a collection of affordable photographs, all priced under 1,000 euro (approximately $1280), to both help young photographers reach a new audience, as well as allow the young collector, or photography appreciator to invest in affordable work. And for the book connoisseur, Offprint Amsterdam will be at the fair, curating a new collection of self published and limited edition books.

You can learn more about the galleries featured and the day-to-day events here. Unseen is a project initiated by Foam, Platform A and Vandejong.