Mini Exhibitions was a New York-based B2B virtual events company that graduated from Y Combinator's Winter 2020 batch. Founded by John Friel and John Sillings, the company offered fully managed virtual experiences for remote corporate teams — art tours, mixology classes, lockpicking workshops, and live trivia — handling everything from instructor coordination to physical materials shipping. It operated as a two-person team with no disclosed funding beyond the standard YC investment, and counted Amazon, Stripe, Spotify, and Y Combinator among its clients.[1][2]
The company's failure was structural, not operational. Mini Exhibitions was built on a demand condition — forced remote work — that was always temporary, and its service-heavy model created cost and complexity that made scaling difficult even while that demand existed.
The company wound down quietly in late 2022 with no press release, no founder post-mortem, and no investor statement.[3] Sillings' personal website summarizes the outcome in two words: "virtual events, dead." Both founders subsequently moved to a new venture called Manifolds, while their parallel company Art in Res was acquired in 2023.[4]
John Friel and John Sillings entered Y Combinator's Winter 2020 batch in January 2020 — but not with Mini Exhibitions alone. The two founders simultaneously ran Art in Res, a fine art marketplace, through the same YC cohort.[5] The precise relationship between the two ventures — whether Mini Exhibitions was a pivot, a parallel experiment, or a deliberate hedge — has never been publicly explained by either founder.
Sillings came from a finance background, having worked in equity research at Lagoda Investment Management and US Trust before entering the startup world.[6] John Friel's professional background is less documented publicly, but the two had already built a working partnership through Art in Res before Mini Exhibitions took shape. Neither founder appears to have had a technical background, a fact that likely shaped the company's direction: rather than building software infrastructure for virtual events, they built a managed service layer on top of existing video platforms.
The founding insight was straightforward: remote teams lacked the spontaneous social infrastructure of physical offices, and HR and people-operations teams were under pressure to manufacture cohesion artificially. The W20 batch began in January 2020, just weeks before COVID-19 would transform that insight from a niche observation into a mass-market reality. The pandemic did not create the idea — but it created the urgency that made enterprise buyers willing to pay for it immediately.
The product concept was deliberately tactile and eclectic. Rather than competing on video platform features, Mini Exhibitions differentiated through curation: lockpicking, clay modeling, mixology, and art tours were chosen specifically because they required physical engagement and couldn't be replicated by a Zoom happy hour. The physical materials shipping component — sending clay, cocktail ingredients, or lock sets to distributed attendees — was both the product's most distinctive feature and its most operationally demanding one.
In a November 2021 blog post on YC interview preparation, Sillings credited Friel as co-founder of both Art in Res and Mini Exhibitions, confirming the two ventures shared both founders and ran concurrently for at least part of their lives.[7] Sillings' LinkedIn lists his Mini Exhibitions tenure beginning in April 2021 — suggesting that for the first year or more after YC, his primary focus may have remained on Art in Res, with Mini Exhibitions becoming the primary vehicle only later.[8]
Read the complete post-mortem, the rebuild playbook, and the exact reasons Mini Exhibitions is still worth studying now.
