ALEX DANIËLS, OWNER REFLEX AMSTERDAM

Alex Daniëls owns 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 asks: who showed Alex the art world and taught him the ropes?Text: Mical Joseph
Image: Reflex Amsterdam | Image in header: photo by British photographer Miles Aldridge

What was your very first job?

"Actually, very early on as an adolescent in addition to school, I worked with my parents first in the clothing store and later in the gallery, especially at fairs like PAN Amsterdam and the TEFAF. In addition, I traveled a lot with my father to Paris and met (internationally) famous artists including Arman, but also Karel Appel and Daniel Spoerri. Through my work in the gallery and trips, I came into contact with this business. In high school, I found out 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 dropped out and eventually ended up at the Rietveld Academy after all and chose the Sculpture major."

How did you end up in your current job?

"In 2003 I opened my own gallery and started developing exhibitions and dealing in art here and there, made my first art books and traveled to Japan, Russia and USA to look up artists."

Who was your wheelbarrow?

"Of course I had two passionate parents who were involved with art, but a lot has also gone 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 the deep thinker and a bit more cautious. At the academy, I developed myself to actually make a difference in the art world. Throughout my career, I also learned a lot from artists and art dealers I worked with. For example, a Japanese dealer I learned a lot from. He taught me to do business on a serious level, straight forward and very punctual, but at the same time I felt if that was in order I could keep 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 vedettes 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 is actually going to happen."

Painting by British artist Helen Beard

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

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

What is your greatest passion in your profession?

"Every day I see opportunities in business and in the art world. The business continues to inspire me. I see new opportunities, learn from my mistakes. Of course, the passion is also to work with better and better artists and create beautiful projects over and over again. I am hungry for the next thing and that is not only money related; it is always about finding talent, the new, the special and the unnameable again."

Painting by German artist Iris Schomaker

How is the gallery responding to this corona year?

"Last year we were mostly busy online, which fortunately allowed us to continue steadily. We had a lot more time to bring the few exhibitions that we let go through to the public's attention properly. In addition, we made beautiful books, limited editions with top artists. Reflex Amsterdam also developed a new, second space: 'The Residence', a studio, office, private showroom, library and gallery in one where our artists or guests by invitation can also stay and be inspired. Here we also receive clients 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 will be exhibited in a different setting than just the austere walls of the gallery. Artists can also stay there to develop work and during the day it functions as an office and our team is working there. For us, this year has been 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 a positive and productive energy. If there is no click in that area, then there is really nothing to it and at some point it stops. Then you and your team are doing your best, so to speak, but the person is not a nice person. Sometimes you bite your tongue because it's about money. That is why we now have more and more of a team of artists with whom we can also continue to work in the long term; at the end it makes the work more lucrative."

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

"Try to let go of a little more things and enjoy life. In the past, I had a huge drive, control and focused very much on the end goal. As a result, I forgot about all the other things around me and sometimes that's a shame. Sounds cliché, but of course the road and adventure towards the goal are just as important."

Have you been a wheelbarrow for anyone?

"I think Reflex definitely inspires in its way; whether it's in the Amsterdam community or beyond. It's nice to hear that international artists often find Reflex an experience, and we're only trying to strengthen and develop that further with the new space soon."