What is creativity to you?

Every act of creation begins with the destruction of the status quo. It looks like chaos. But, really, it’s freedom from the tyranny of how things have always been done. Sometimes, I find chaos appealing, sometimes a little daunting.

What is the best advice you have been given?

Without pressure, nothing comes out of the tube.

How do you manage to stay both personal and
original in your creative endeavours?

I never show anything at Etage Projects that I don't love myself. If I don't want to have it in my own home, it doesn’t go in the gallery. However, the originality of the works has to be entirely credited to the amazing artists and designers I am so lucky to work with.

Have you ever doubted your talent? If so, how did you work through your doubt?

Sure! Talent is not about DNA. I don't believe you are born with talent. It is about mindset, upbringing, willingness to sacrifice, and effort. DNA is hard to change. The others you can work on.

How did you get into what you do creatively?

My focus at Etage Project is the sum of experience I had before opening the gallery in 2013. I studied design and art history in London, a stint at architecture school. I have had an art gallery with drawings and a store selling anthroposophical toys for children. At EP, I work with artists who create functional objects and designers and architects who work conceptually. I try to create scenarios where ideas are translated into aesthetics to push the notion that aesthetics influence our ideas. I have always been interested in how our surroundings affect us.


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