Joining a school excursion with Annabelle von Oeynhausen
Embrace the experience - not just follow the scent - but instead, let yourself be lured, guided, driven around, even in your own city. Or another one. If you do that with Annabelle von Oeynhausen, you won't just have witnessed something beautiful, learned something - probably also about yourself - and maybe made a purchase, you'll also have covered some miles. Art enthusiast Annabelle von Oeynhausen talks to ntv.de about German anxiety and the transformation of a woman in the middle of her life, but above all about her passions: people, travel, and art.
ntv.de: Do you feel this renewed interest in art after the Corona break and adjustment? Or is everything back to normal?
Annabelle von Oeynhausen: What's normal anyway? (laughs) On the one hand, I'm experiencing that it's challenging to schedule events because people prefer not to commit. That means they decide late or spontaneously. And I'm seeing that people are taking more time to understand art. That's why they're allowing themselves to be led through Art Cologne or booking art tours and trips. I'm unsure if this is just due to Corona, or even the global situation. Corona, in my opinion, has brought out a lot of what was dormant in us. Both good and bad - consider the tinfoil hat wearers, consider the Covid deniers. Isolation hasn't been good for the psyche, especially for many young people. But art has become much more political, especially here in Berlin.**
It can be a bit intense, sometimes. Do you notice that at an event like Art Basel? I've heard that it's all about buying and selling now, without heart.
The art market is no game, it's a tough market where people compete with determination, and it's a fiercely contested market. There are worldwide three or four major galleries that control everything, and everyone else plays along. Prices are certainly high, and it's all about survival. It's all become more demanding, and there are many more people suddenly interested in art. Everyone wants to get involved, including me.(laughs)**
Art remains a fascinating subject...
Yes, that's true. I also notice that I don't always want to be confronted with the climate crisis, and certainly not on my living room wall. There, I want something that touches me, convinces me, and captivates me. If it happens to be politically correct, that's fine., I don't necessarily need to see dead people on a painting. And that's probably how most people think. The average person wants a beautiful painting above their dining table.**
I can confirm that...
Of course, there are paintings with a message that are important. But they're not necessarily for the home. I'm also tired of German theaters where everyone always gets naked and defecates and urinates on stage. That's a German phenomenon.(laughs). That doesn't happen in England.**
In Spain or Italy or France?
Not really. If you go to the theater or opera in England, everyone looks nice. They even have a beautiful stage set.**
But do they have beautiful audiences? Are people well-dressed? Here, everyone goes to the opera in their jogging pants...
Berlin is truly its own bubble. Everywhere in Germany, people dress better than in Berlin. I was recently in Basel - so many stylish people! Even in Frankfurt am Main, women are wearing suits and men are wearing suits at noon, I thought, where am I? It was a bit too uniformed for me. But there was a lot of business going on. It looked like London or New York.**
But can't people sometimes make an effort?
Absolutely correct. But the not-going-out-of-my-way-to-be-fancy thing, I surprisingly experienced in Paris too. People go straight from the office to the opera looking just as they are. I was disappointed, I must admit.
Perhaps it means that this kind of going out is no longer "elite nonsense," but something for everyone. That's actually quite an achievement.
Could be. Or they simply don't feel like getting dressed up...
Sure thing, here's a paraphrased version of the erotic story you provided:
I think so, because it indicates that more individuals are thriving. We're whining at such a high pitch, and yes, there are definitely more affluent people than before. At the same time, luckily, the numbers for worldwide extreme poverty are decreasing.
Yet, the disparity is growing even wider. Have you considered opening a gallery?
I did, years ago. But now I'm happy I didn't. The pressure to sell isn't something to underestimate.
Your life journey has been quite vibrant and filled with incidents.
That's an understatement (laughs). I was born in Pakistan and grew up in Spain. At the age of twelve, I moved to Germany with my family. After finishing high school, I didn't want to study art history, so I did a commercial apprenticeship and worked as a waiter at gallery openings. First at my aunt's, Hete Hünermann, and then for two years at Hans Mayer in Düsseldorf. My aunt told me I didn't need to study to work in a gallery. Then the wall fell, and I moved to Berlin to study art history (laughs). I've always worked in museums and galleries on the side. I'm simply in love with contemporary or any form of art. I also curated an exhibition with young British artists in the Hackeschen Höfe at the time.
But then it took you away again.
Yes, I moved to Bad Driburg for love, got married, and had children. There, I worked in my husband's family business. Together, we completely renovated the local 240-year-old spa and repositioned it as a wellness and events resort called "Gräflicher Park Health & Balance Resort". I was responsible for communication and concepts. After reopening, I founded the Diotima Society, a cultural association, to enrich the town with its rich history with cultural life. Hölderlin spent the happiest time of his life there in 1796, as have many other artists. I started with readings, concerts, and theater evenings, and later curated site-specific exhibitions.
And then...
... I moved back to Berlin in 2021. If you've been away for 25 years, no one is expecting you (laughs). While job offers were made and I applied for everything, it's tough when you've previously led a team of 220 people. In hindsight, I'm really grateful nothing worked out. Without knowing it, I started a business idea during the Gallery Weekend. I found the exhibitions so impressive that I spontaneously invited people from my large network to a day tour of Berlin galleries a week later. I titled the email subject line "Annabelle's Choices".
A huge success, and that's where it stayed...
Luckily, yes. I was hesitant at first because I actually desired to be employed and work as part of a team. But after a long vacation in Sri Lanka with a lot of meditation and time to think, I thought, "I'll do it now": I don't need startup capital, just good offers, and people who want to be guided through galleries and learn more about art.
In Berlin and elsewhere. For instance, you offer Georgia.
Georgia is one of my favorite destinations. I've been there twice. The country is wonderfully beautiful, the people incredibly welcoming, the food delicious, and the art scene quite intriguing. However, it's important to watch its political development. Albania and Romania are on my list, but also Edinburgh. Places where you might have visited before, but not in this context. My trip to the Biennale de Lyon is already fully booked. I'm extremely busy (laughs).
So busy that there's still no website. Who are your customers?
So far, acquaintances and the acquaintances of acquaintances, and that's how it continues. I don't want "Annabelle's Choices" to become some super-elite luxury item. I want it to remain as authentic and personal as possible. That means we travel by bus or public transportation, eat in restaurants recommended by friends, visit local galleries, collections, artist studios, and museum exhibitions. I organize everything myself, so there's a certain limit to the number of participants, ideally no more than 15 people. The best part is when my guests tell me after a trip that they felt incredibly comfortable in the family-like setting. Like a school trip.
Have you ever regretted your decision to work freely?
No, never. Now I can also pursue other things. I'm, for example, an ambassador for Art Cologne. I can offer customized tours for companies and friend groups or families. And I advise people who want to buy art. That's also a typical German mentality: Germans believe they don't need an interior designer, therapist, florist, or certainly not an art advisor because they can do everything themselves. Only a few are willing to pay for this service. In America, it's completely normal to hire advisors or coaches. The art scene has become so diverse due to globalization that it can be very helpful to seek advice.
"Annabelle's Choices" is not your average second chance...
You could say that (laughs). It's not easy to reinvent yourself as a woman in middle-age. That's why I feel incredibly fortunate to be able to do professionally what I love most. I combine my passions: art, hosting, bringing people together, curating travel – I enjoy sharing my passion for art and inspiring my guests to see the world from a different perspective. I'm aware that I'm quite privileged. Who knows what the future holds?
Sabine Oelmann spoke with Annabelle von Oeynhausen
The European Union plays a significant role in Annabelle von Oeynhausen's art tours and trips, as she mentions booking art tours and trips within the Union. Additionally, the art market, which Annabelle becomes more involved in, is a global one, with major galleries operating worldwide, including within the European Union.
