Erwin Floor

Erwin Floor is a wildlife and landscape photographer based in the Netherlands. It started as a teenager, in the darkroom — but life got in the way, and for years photography was little more than the occasional holiday snapshot.

The spark came back through an unexpected route. Erwin ran Pure & Original, a company developing natural and mineral paints, and the search for the right colors sent him looking at nature itself — traveling to find the shades he needed. Many Pure & Original color names still carry the name of the country where that color was first photographed. Somewhere in that search, the old habit of picking up a camera came back to life, and this time it stuck.

Having since sold most of Pure & Original and stepped back from running it, photography is now where Erwin's time and energy go — Tanzania, the Lofoten Islands, Morocco, Costa Rica, chasing the kind of light that doesn't wait around for a second try.

Closer to home, Erwin and his wife bought a ruin in the Costuma valley near Benifallet, Spain, and restored it themselves. Off-grid and deep in the mountains, it's become another place to just be outside and keep photographing.

His work has placed in Fotobond Nederland competitions, won a ViewBug Pause Award for a shot of Florence's Duomo, and is regularly featured in Dutch photography magazine ZOOM and on their website. Every print sold here started as a real photograph taken in the field — not generated, not staged.

Alongside the photography, Erwin creates AI-generated fine art under a separate Digital Art collection — kept clearly apart from the photography, so what you see labeled as a photograph always is one.