ALEX DANIËLS, OWNER REFLEX AMSTERDAM

Alex Daniëls is the owner of the prominent art gallery Reflex Amsterdam. He represents contemporary and internationally renowned artists including Helen Beard, Harland Miller and Gavin Turk and top photographers such as David LaChapelle, Daido Moriyama and Araki. MASTERS wonders: who showed Alex the art world and taught him the tricks of the trade? Text: Mical Joseph
Image: Reflex Amsterdam | Image in header: photo by British photographer Miles Aldridge

What was your very first job?

“I actually worked very early as a teenager outside of school, first in my parents' clothing store and later in the gallery, especially at fairs such as PAN Amsterdam and TEFAF. I also traveled a lot to Paris with my father and met (internationally) famous artists, including Arman, but also Karel Appel and Daniel Spoerri. I came into contact with this business through my work in the gallery and the trips. In high school I discovered that I wanted to go to the Rietveld Academy in Amsterdam. As I developed my talent, art became more and more important to me. I also liked the subject of Art History. I first decided to study Art History, but after a year I quit and eventually ended up at the Rietveld Academy and chose Sculpture.”

How did you end up in your current job?

“In 2003 I opened my own gallery and started developing exhibitions here and there and dealing in art, made my first art books and traveled to Japan, Russia and the USA to visit artists.”

Who was your wheelbarrow?

“Of course I had two passionate parents who were involved in art, but a lot also happened organically in my life. My father had a very flamboyant way of doing business. That inspired me, the chemistry he had with his business associates was fun, free and energetic. My mother was more of the deep thinker and a bit more cautious. At the academy I developed myself to actually be able to make a difference in the art world. Throughout my career I have also learned a lot from artists and art dealers I worked with. For example, there is a Japanese dealer that I learned a lot from. He taught me how to do business at a serious level, straight forward and very punctual, but at the same time I also felt that if that was in order I could retain my own Amsterdam touch of humor! I noticed that I could make Japanese business associates laugh. In addition, I have been working for years with two of Japan's most famous photographers: Daido Moriyama and Araki; two stars who inspire me enormously.”

Who else would you like to see hanging in your gallery?

“The artist I have long aspired to work with includes Michael Craig-Martin and this will actually happen.”

Painting by British artist Helen Beard

One of the artists hanging in Reflex Amsterdam is the famous David LaChapelle. How did you come into contact with him?

“That was literally calling, calling, being patient and calling again, almost stalking. Completely uninhibited, I called the studio at the age of 23 and asked if LaChapelle wanted to make a show. Of course, in the beginning I didn't get any further than the receptionist and he was always very busy and in demand, especially at that time, and was busy with various celebrities... Still, I just kept contacting him until I was sent four photos to see if I could find clients for that. could find. Within three days I had sold these photos and the ball started rolling.”

What is your greatest passion in your profession?

“Every day I see opportunities in business and in the art world. The profession continues to inspire me. I see new opportunities, learn from my mistakes. The passion is of course also to work with better and better artists and to create beautiful projects again and again. I'm hungry for the next thing and it's not just money related; it is always about talent, rediscovering the new, the special and the unmentionable.”

Painting by the German artist Iris Schomaker

How is the gallery responding to this corona year?

“We were mostly busy online last year, which fortunately means we can continue in a stable manner. We had much more time to properly bring the public to the attention of the few exhibitions that we allowed to go ahead. We also made beautiful books, limited editions with top artists. Reflex Amsterdam has also developed a new, second space: 'The Residence', a studio, office, private showroom, library and gallery in one where our artists or guests can also stay and be inspired by invitation. We also receive customers here by appointment. It will be a space where creatives can come together, where work or books from our archive can be viewed and where art is exhibited in a setting other than just the sleek walls of the gallery. Artists can also stay there to develop work and during the day it functions as an office and our team works there. For us, this year was one of continuing to innovate and inspire.”

What has been the biggest learning moment in your career?

“What I find very important is that the artists and business partners I work with should not only be good for you financially, but there should also be a click in terms of good feeling and positive and productive energy. If there is no click in that area, then there is actually nothing to it and it will stop at some point. Then you and your team are doing your best, so to speak, but that person is not a nice person. Sometimes you bite your tongue off because it's about money. That is why we now increasingly have a team of artists that we can continue to work with in the long term, and at the end that makes the work more lucrative.”

What advice would you give to your 18 year old self?

“Try to let go of things a little more and enjoy life. In the past I had enormous drive, control and focused very much on the end goal. This made me forget all the other things around me and that is sometimes a shame. Sounds cliché, but the path and adventure to the goal are of course just as important.”

Have you been a wheelbarrow for someone?

“I think Reflex certainly inspires in its own way; whether it concerns the Amsterdam community or beyond. It is nice to hear that international artists often find Reflex an experience and we will try to strengthen and further develop that with the new space.”