You are the advocate. But I then sometimes wonder if there is a large enough group that understands “less but better”.
Our approach at Mendo was always commercially savvy, yet balanced. We sold thousands of copies across various titles, but it was about more than just sales. The essence was in striking a balance between commercial success and artistic integrity. Our clientele ranged from people who appreciate fashion, architecture, food on an accessible level, drawn to the aesthetics of brands like Dior and Prada, to those who appreciate the deeper aspects of our books. The key was in the presentation – not just the content, but the whole package that appealed to this diverse audience.
The commercial aspect of our work is something I’ve always acknowledged. A small bookstore needs to survive financially, but on the other hand, to us it was always about more than just making money. It’s about creating something so special and unique, something that resonates with people via design, material, content, and the sum of these parts. Whether it’s a high-fashion brand or a niche publication, the art lies in capturing the essence of what people seek – sometimes a visual appeal, sometimes a deep and meaningful connection.
“Good” in the realm of books and art is subjective. What matters is creating a connection, be it through the allure of a title, the feel of a cover, or the resonance of a story. Our goal was to create something that wasn’t just what I’d call “boekie boekie” but a blend of commercial appeal and artistic depth, something that entices and engages, and that stands the test of time in both quality and appeal.
The following is a question I am glad I get to address with you now ‘in-depth’: you have always helped and advised young creative talents and were a mentor to many of them, and still are.
Whether they are photographers, graphic designers, or entrepreneurs. Recently, you started mentoring at a school for aspiring entrepreneurs, If I am not mistaken. Where does this drive towards the new generation of creatives come from?
I believe I am drawn towards mentoring, coaching, and supporting, naturally. It’s something I wish I could have practiced if I could have been a father. To me, this ability is like an unfulfilled need – something I feel I have a knack for and haven’t fully explored yet. I think it is also tied to my desire to help others progress and then let go when the time is right.
Working with young talent is unique because they don’t think within set boundaries yet. This lack of limitations is what I find intriguing. It challenges me and enriches my perspective, especially as someone older who tends to overthink things like balance and risks. And then there’s a certain selfishness in helping others – a personal satisfaction, and when you engage with those who are unbounded, it stimulates your own creativity and thinking.
You have met many talented people over the years, young and old. What stood out among those who have persevered and maintained relevance?
I’m inclined to say that I personally gravitate towards modesty. There are creative talents I greatly appreciate who are modest, almost invisible even; there’s an allure in that understatement. But I’ll admit, that I am more of a person that shares about their work more vocally. Though I’m becoming more quiet myself too, with time.
I teach this to these students too – speaking softly can actually draw more attention. There’s a student who tried this, and suddenly everyone listened. It’s like being a football coach; the one who shouts throughout the game isn’t necessarily the one who’s heard, compared to the one that only says something three times per match at it will be striking.
Though sometimes being loud does help. Visibility matters and I could name many contexts wherein a loud voice and platform are helpful. However, I prefer the quiet creative that makes waves. They have intrinsic qualities that don’t require them to shout to be noticed. There’s a delicate balance between being humble and being heard. Being quiet can draw people in, and then sometimes a louder voice is necessary to be noticed. It’s about finding that sweet spot where your qualities are recognized, whether you’re a quiet influencer or a vocal visionary.
What is the most crucial element in good creative work these days?
It’s about authenticity and not being overly influenced by others. For me, it’s crucial to listen to yourself and not be overly concerned with what others are doing or thinking. This applies not just to creativity but to life itself. When interacting with anyone, whether they’re renowned creatives or students, I believe in speaking my mind. If I disagree, I’ll say it. It’s about seeing things differently, and that’s a form of talent in itself.
In my teaching approach, I prefer to immerse myself among the students rather than standing apart. I disdain self-centered communication – boasting about achievements on a big screen. I’d rather sit in the middle, engaging in a genuine conversation.
One shouldn’t be afraid to challenge norms or confront situations head-on. It can be a risk, but it’s about not fearing to lose something. We often worry about loss, but in reality, we have nothing to lose. This perspective applies to everything – in teaching, in creativity, in life. It’s about being fearless, taking risks, and embracing the journey without fear of losing anything. That’s probably also why I am drawn to the ferry we have here in Amsterdam. You know, you’re sailing somewhere, but you know you’re going to get there. It gives a kind of security. Afraid of losing something, that’s where a lot of creatives lose it, ironically.
What advice would you give to young creatives?
I go back to fundamental aspects of life: love, breathing, eating, drinking, and movement, which includes both physical activity and mental stimulation like reading and seeking quiet.
In terms of personal philosophy and work, it’s about focusing on what you excel at. It’s about finding your niche and embracing it. On the other side, when you’re doing something that’s not your strong suit, it can detract from your strengths. This brings me back to the idea of ‘less but better’, starting from within and prioritizing self-love (which can be either absent or fully embraced, both leading to excellence.)
This approach applies to different aspects of life, like creativity or professional endeavors. For example, running a bookstore like Mendo was a form of high-performance sports. It required maintaining a high level of excellence and standing out in a sea of sameness. This pursuit, though challenging, was deeply rewarding.
Surely, that top sport has continued in Albronda+Rietstap.
Yes, definitely. It hasn’t stopped.
