DESIGN BRIEF

To create an platform that enables people to directly interact with the intangible/tangible craft values so as to improve craft perception among larger audiences by making it relevant and positioning the experience in an appropriate context.

VISION

To change the perception of crafts by building an interactive, public platform that uses craft as a medium to inculcate basic human values thereby emphasising craft as a practice rather than a commodity.


Craft as a commodity ——> Craft as values.

MISSION

To provide a platform that improves the perception of crafts by highlighting:


  1. Allowing people to understand the benefits of using crafts.

  2. Human values and life skills learnt by making/using craft.

  3. The relevance of crafts in the current context.

  4. Making the practice of craft more accessible

CORE VALUES

1. We wish to educate the audiences about the practice of craft as a way of life that includes not just the product creation but also life skills, human values, sense of community and cultural roots.

2. We intend to create a platform for larger audiences to experience the craft and it’s values first hand.

3. To help make crafts more relevant and accessible to the current urban contexts to support growth, income and market knowledge of craftspeople.

GOALS

1. Perception change: To improve status of crafts in the country by positioning it so that it’s looked at in a better/more informed light.

2. Transfer of values: Through crafts, we intend to inculcate and make aware of human values that crafts represent.

3. Crafts in vogue: To make the craft experience relevant to younger audiences as well.

4. Craft as a culture: To expand the craft community by a) making more people a part of it and b) redefining craft culture to the modern context.

STRATEGY

1. Location: Urban areas.

To position a platform in the urban context wherein craft can be experienced first hand so as to increase accessibility for audiences, increase exposure & bigger market opportunity for artisans.

2. Contemporarisation:

To help artisans make products that are relvant to the current urban context keeping the values & essence of the craft.

3. Experiential:

To provide a hands-on, co-creation type experience with the craft directly to maximise the connection with a craft practice and it’s people.

4. Perspective:

To enable audiences to look at crafts under a new light focusing on the intangible aspects of craft along with the practice itself.

IMPACT

Crafts will be perceived as more than just a commodity/product/artefact and seen as evidence of human values, culture, practice and a way of life.

NAMES OF EXISTING ART AND CRAFT FESTIVALS

  1. Kala Ghoda Arts Festival

  2. Surajkund Crafts Mela

  3. Ellora-Ajanta International Festival

  4. Taj Mahotsav

  5. Indian Art Fair

  6. Jaipur Lit Fest

  7. Serendipity Arts Festival

  8. Kochi Biennale

  9. St+Art Festival

  10. Delhi, Bangalore International Art festivals

  11. Hunar Haat

  12. Delhi Haat events

  13. Margazhi music festival, Chennai

HOW ARE WE PROPOSING TO BE DIFFERENT?

Crafts have traditionally been consumed only as a commodity. There are plenty of craft melas, exhibitions and craft festivals, that sell craft goods but no public platform that sell the ‘good’ of craft.

We aim to be different not only by creating participatory experiences that emphasise on craft as a practice but, also give much-needed exposure to the makers and process behind each craft form. Thereby celebrating the intrinsic ‘human’ element that makes every craft so unique.

The craft camp we propose to design will be held in a host (Indian)city every year, there will be an assigned theme inspired by a set of human values, crafts from that particular region will be co-curated into experiences and be put on display by a team of craftspeople and designers.


This proposed concept will not only encourage collaboration between the craftspeople community and design community in every city but also help raise awareness about the regional craft practices, their value and relevance to the masses. With this, we attempt to uplift the overall perception of craft.


THE CAMP EXPERIENCE:

The craft camp aims to be a well-packaged experience through the following collection of events:

  1. Live conference sessions hosted by acclaimed guests from all over the country

  2. Demo/workshop sessions: Craft making, material understanding and manipulation, make your own product alongside the artisan

  3. Walkthrough craft experiences by building simulations of a craft-making environment

  4. A designated centre to purchase craft products

  5. Craft installations that

  6. Recreation area with Local/ traditional food, music and entertainment

HUMAN VALUES WE WANT TO FOCUS ON

And Include in the festival experience:

  1. Compassion and empathy

  2. Patience, perseverance (because of the instant gratification our modern society has begun to seek)

  3. Acceptance and co-existence (with climate change, xenophobia being an increasing concern - respecting material, resources and people from all walks of life is essential)

  4. Gender equality

  5. Zero-waste attitude, sustainability, eco-consciousness

  6. Mindfulness and self-care

  7. Emotional quotient(EQ) and cultural quotient(CQ)

  8. Co-creation, co-lifestyles