the art of empowering each other - FLORENCE
Every month we dive into the souls of people that embody the essence of La Dada. People who inspire us. Beautifully captured trough the lens of photographer Sarah Van Praag.
Meet our next "dada soul" Florence from Demain Art. An empowering woman who left us in full admiration. Read her story.
In a world where the art scene often feels untouchable, elitist, or reserved for those who already “made it,”
Florence Derck is flipping the script. As the founder of DEMAIN ART,
she’s not just curating exhibitions—she’s curating futures. This edition of DADA Soul shines its light on Florence, a woman who followed her DADA and now builds platforms for others to do the same.
DEMAIN ART is more than an art initiative—it’s a launchpad. And in the soft sunbeams of its latest exhibition, Heliotrope, Florence and the artist Ethel Coppieters
create something radiant: a shared vision of women stepping into the light,
together.
"If you do everything with your heart, you’ll never regret your choices. That’s stuck with me."
FLO's story
Following your inner Spark
“I’ll never forget seeing Jackson Pollock in a New York museum,” Florence begins, eyes bright with memory. “It hit me like a thunderbolt—I was overwhelmed by emotion. Art just does that to me.”
Though her heart knew its path early, her story wasn’t linear. “My parents wanted me to pursue something more 'serious’, she recalls. And so she earned a degree in Business Engineering, interned at Deutsche Bank, even entered the financial world. But then came a pivotal article—about a woman who waited until 55 to pursue art. Florence’s
reaction? “No way I’m waiting that long.” She leapt.
From sneaking into auctions at Christie’s during an internship in finance, to leading Gladstone Gallery Brussels, her passion carved the way. But it was in the gaps—the unaffordable art, the unseen talents—that DEMAIN ART was born.
DEMAIN: Where Tomorrow’s Artists begin
“I wanted to make art accessible—not just to collectors, but to young people, to those still
discovering their taste,” Florence says. DEMAIN ART disrupts the traditional gallery model by offering high-quality, affordable art, and most importantly, nurturing artists before they’re “gallery-ready.”
Launched officially in 2020, DEMAIN now includes DEMAIN Studios, a vibrant creative hub in Brussels with seven artist studios and space for exhibitions, dialogue, and discovery. “It’s about connection. About giving people a chance before the spotlight finds them,” Florence explains. That’s where Ethel Coppieters comes in.
About the latest Expo: Heliotrope by Ethel Coppieters
“Heliotrope”—from the
Greek helios (sun) and trepein (to turn)—is
Ethel’s latest solo exhibition, and a glowing embodiment of the DEMAIN ART'S spirit.
In her dreamlike, sun-drenched paintings, Ethel portrays women in movement and communion.
“They’re turning toward the light together,” Ethel says. “It’s about sisterhood, softness, resilience. My figures are inspired by real women—mothers, friends, artists—and they carry both intimacy and strength.”
These women do not pose for the viewer. They exist for themselves, and for one another. The show mirrors what Florence does with DEMAIN ART: giving space for women—both creators and curators—to step forward without compromise.
The Journey
Running DEMAIN ART hasn’t been easy. “Leaving a steady job, going solo after separating from my co-founder, dealing with gender dynamics in a still male-dominated world—none of it was simple,” Florence admits.
“But I learned to trust my gut.
Oprah once said: If you do everything with heart, you’ll never regret
your choices. That’s stuck with me.”
She’s clear-eyed about the challenges. “The art world may seem elegant, but it’s also high-stakes and male-centric. Being underestimated happens. But we’re carving out new ground, and that keeps me going.”
It’s not just about her own voice anymore—it’s about using her platform to amplify others. “At DEMAIN ART, artists don’t need to wait for a gallery to ‘validate’ them. We validate them now.”
The Power of Women Uplifting
Women
When asked what role she plays in shifting the narrative for women in art, Florence doesn’t hesitate: “I support emerging talent. That’s already rewriting the script.”
Ethel adds, “I also make conscious choices—like not signing to one gallery—so I keep autonomy. That kind of control is important, especially for women navigating power in the art world.”
Together, their work tells a new story—one not about gatekeeping, but about open doors and shared sunlight.
The Future of Art?
They answer in sync:
“More inclusive. More emotional. More human.”
Florence dreams of a future where buying art isn’t intimidating, and where artists don’t have to wait a decade to be seen. Ethel envisions more spaces like DEMAIN ART, where exploration is welcome and vulnerability is strength.
For women on the edge of their own leap, Florence offers this:
“Start small. Trust your gut. And never, ever wait until you’re 55.”
DADA Soul is about following your passion. And Florence? She followed hers right into the heart of the art world—then opened the door for others to follow too.
"WHEN ONE WOMAN STEPS INTO THE LIGHT, SHE MAKES SPACE FOR OTHERS TO SHINE."
