Maker to Manufacturer to Market

The objects we use on a daily basis, to achieve the many things we do, have a subtle and unobtrusive coexistence with our rhythm of being in the world. To focus on these humble items of the everyday is to shine a spotlight on a myriad of stories about who we are and how we travel through this world. At the most basic our choices are determined by need and survival such as shelter, food and clothing. In an affluent western culture our definition of 'need' has a great deal to do with how we perceive ourselves and how the objects we surround ourselves with reflect our personal narratives. In this situation, objects are more than just facilitators to achieve our basic needs; they are part of a complex coded language that both defines and constructs our position in the world.

But what of the genesis of these things that proliferate our lives. Little thinking time is devoted to how they come to be, where they are from, who/how they are made? Why should these be considerations? For most of us the proliferation of objects, and thereby choice, is just a given. However, for many crafts people and designer/makers, the origin of every object begins as a result of a highly considered act, design. They draw on the rich traditions of object use, production and materials knowledge to develop innovative works. In their hands the creative interpretation of object functionality and its capacity for narrative becomes an artform.

The technological advances in the past 5 - 10 years have presented craft artists with new opportunities to make and interpret objects. These opportunities afford crafts people with new artistic outcomes as well as the potential for greater economic returns due to production streamlining and reductions in the cost of manufacture. It is this inextricable link between object, maker and market that forms the basis of a new initiative by the Visual Arts/Craft Board of the Australia Council titled Maker to Manufacture to Market. Colloquially referred to as the MMM Project it aims to 'test the idea of income sustainability in the craft/design sector' by supporting the commercialisation of original, market tested products.

The MMM Project was released on 1 February 2005, with three grants of $30,000 on offer. Submissions received covered furniture, jewellery, kitchenware, lighting, textiles, tiles and other special items. Often the target markets were identified as 'apartment living', tourism and the gift market. Applicants were short listed against four selection criteria; artistic merit of the prototype; calibre of the artists and other professionals involved; evidence that the project is well planned, and evidence of the commercial viability of the end-product.' (Australia Council report). The following is a brief description of the projects that will to come to fruition within the next 12 months as a result of this initiative.

Bianca Looney

Z-series Concrete and ceramics tiles suitable for indoor and outdoor use.

Inspired by the landscape, the textured surfaces of the Z-series tiles appear to rise and fall as light plays across them. Like the landscape itself, the undulating surface of the Z-series tiles appear to have a life of their own - ever changing, animated, tactile, contemplative, compelling. The tiles can be integrated within the existing building structure or adhered to a surface. Integrating digital design as part of her process Bianca says, 'Traditionally the tile is a surface object, a decorative and functional device. However, the idea of 'tiling' is common to both material and virtual worlds (where entire landscapes become tessellated surfaces). By combining technologies of craft and the digital (3D computer modelling) the tiled surface became an area of research'. Of the initiative by the Australia Council Bianca says, 'MMM allows me to explore the relationships between art, architecture and life, while potentially becoming a financially viable project contributing to the sustainability of my practice.'

Rod Bamford

GM limited Editions

Rod describes his project as follows. 'The proposal is to develop a limited edition range of hip, high quality vase and bowl forms for the upper end of the target market. A characteristic of the work will be rich photographic imagery mapped to the surface of simple dynamic shapes that are contemporary in appearance. The GM concept explores vases and bowls for use with genetically modified fruit and flora.' For Rod, who has established a successful commercial arm to his studio practice, the MMM Project enables him to further his research of mapping visually rich print surfaces to functional ceramic forms. 'I am eager to capitalise on the potential for extending these ideas into my own expressive works and to create limited edition versions of these ideas to maximise the benefits of the print & production processes, and the striking combination of closely fitted form and graphic surface', says Bamford.

Oliver Smith

Production cutlery

Oliver is a silversmith with a particular interest in hot forging. His work consists predominantly of metal objects for the table. Seeking to combine the beauty and warmth of the handmade with the strengths of industrial production methods, he began to investigate manufacturing techniques which were compatible with hand skills. The MMM Project will enable him to further refine his cutlery design for batch production and engage industrial manufacturers. After having successfully market tested the cutlery prototypes to an overwhelmingly positive audience response at Craft ACT in Canberra Oliver says. 'The ultimate aim is to create a sustainable and commercially viable craft and design business. I believe my cutlery has real market potential and will make a genuine contribution to the field of craft and design and society as a whole.'

The value of the Maker to Market to Manufacture program by the Australia Council is the potential this initiative has to fund artists for sustainability. The three artists awarded the MMM grant have a sophisticated understanding of their role as makers of objects in a competitive, consumer driven market. Having successfully tested their prototypes, the MMM grant enables them to further their engagement with industry by producing unique objects that have been considered and resolved at every aspect of their production. In the long term the MMM Project has the potential to be economically viable for the artists as well as culturally rich for the audiences and consumers who engage with and purchase these original objects for the every day.

Catrina Vignando, General Manager, Craft Australia
August 2005

Craft Australia will publish information about these three projects as they evolve over the next 12 months.

Quotes are from The Visual Arts/Craft Board report and conversation with the artists.