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Research Synthesis
To understand the perception of crafts in a more contextual manner and analyzing our research, leading to generating a detailed synthesis about the topic.
Brainstorming
The next step involved brainstorming about the non artisans behaviour and patterns associated with the targeted region being South Delhi.
Elements of Craft
We identified the different characteristics and elements common to Crafts to understand the different areas of intervention that can be taken forward as a means to change perceptions in this project.
Different characteristics and elements common to Crafts
Carrier of culture, Symbolism, Religious influence, Traditional aesthetic, Rigidity (which makes it unique), Embodied cognition (learning by doing ), History of community, Tangible, Narrative, Thought/ theme of design, Emotional connect, Means of communication, Way of expression, Regional Identity
Opportunity
We identified the different opportunities to change the narrative of Crafts being the new Cool. This process involved a variety of distinct ideas and possibilities that could be carried forward as a basis to change perception.
To provide a service that provides an experience/ journey of craft for the consumer that indirectly changes the perception towards crafts.
We lose empathy. "Faces disappear behind data.
Content for craft-represents what? concept? history association?
“Artepreneurs” – a term, he says, “that can refer to people who pursue their social mission through artistic means and create models that are innovative, scalable and measurable”.
Voice of the artisan through narrative - Personal stories/ experiences to share.
Wearable craft
Awareness through social media, which redirects towards visiting a website (may not visit regularly) or installing APP ( notifications)
Clustering creative people together in real-estate projects that serve the needs of the arts and cultural community. Eg. Artscape, not for profit urban development organisation.
Selecting Region
Focusing on a particular region helped to understand the target audience better to be able to come up with solutions specific to the regional scenario.
Delhi
Regional factors
Difference of perception towards urban and rural crafts
The value of craftsmanship gets lost when it reaches metropolitan cities
Increasing global reaction to the homogenization of mass produced goods.
Diverse range of crafts including other state crafts being practiced
Migratory shifted crafts provides more variety to choose from
Artisans shift for opportunities have a better scope of career advancement in metropolitans
Metropolitan demographic mix- urban/rural
Target audience
South Delhi
Oriented more towards fashion blogging
craft enthusiasts
act as trend setters
have the capacity to influence audience
Available disposable income
Urban village - People value their local culture and craft practices
Available resources to maintain this lifestyle
Dastakar, Delhi Haat, Craft emporium, Local retail outlets promoting craft products, Local craft clusters, Roadside stalls, Exhibitions and fairs, Regional markets (Lajpat nagar, Sarojni nagar,etc), Craft melas.
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