The International Craft Initiative (ICI) 2003 - 2008 was an Australia Council for the Arts strategic program that boosted opportunities for Australian craft and design practitioners in the international market. ICI was managed by the JamFactory on behalf of the Australian Craft and Design Centres network and showcased the best of Australia's artists at the leading events of Collect and SOFA, while highlighting emerging practitioners in the juried event of Talente.

See: List of exhibitors and Event Overview

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Using the gallery name of Australian Contemporary, ICI's focus at SOFA and COLLECT was to deliver international quality audience experiences and strong market presentations of contemporary Australian craft. This was achieved by careful selection of artists and theme, full exhibition development and design, gallery booth and sales support with catalogues, media publicity, talks, seminars and assisting the artists to be present. During the selection process, JamFactory received advice and input from members of the Australian Craft and Design Centres network.

ICI provided international exposure and market opportunities for over 100 Australian practitioners, curators, speakers and writers during the period June 2004 to June 2008.

Organised by the British Crafts Council, COLLECT in London is the only international art fair of its kind in Europe. A landmark destination for those wanting to learn more about contemporary crafts and is an ideal viewing and buying opportunity for new and established curators and collectors. Only the creme of craft galleries, mostly from UK and Europe exhibit at Collect, which has a limit of 40 galleries selected per annum. Connections and follow-up are important. Institutions - and British based collectors in particular - like to do business in a personal but discreet way, often researching a purchase for a day or two before deciding.

At SOFA, top-end audiences are experienced, confident and sophisticated; exhibitions need to be extremely strong. The audience appreciates the kind of "collector" qualities that distinguish mature artists. They also look for emerging artists who can deliver this kind of promise. They like meeting gallery staff and artists; this audience engages personally and conceptually with the works and wants to know about the aspirations of the artists. SOFA and the North American audience continues to focus somewhat on glass and contemporary jewellery, though in the four years of our attendance there was a rise in interest in ceramics.

ICI worked closely with other Australian Galleries exhibiting at the events - including Beaver, Glass Artists, Kirra, Narek and Raglan galleries. For SOFA 2005, 2006 and 2007 a designated Australian 'aisle' was developed, creating critical mass and increasing the impact of Australian craft and design.

In the crowded and competitive environment of the exhibition hall, exhibitions where staff (and artists) were able to meet visitors; Australian Contemporary gave visitors opportunity for meaningful engagement, which they obviously welcomed. This audience interaction is important in cementing awareness of Australia craft and design, particularly as many commercial galleries must consciously target potential buyers to the exclusion of the broader audience.

Many artists involved in ICI selected for SOFA and Collect received funding via the program to attend the events, often receiving additional assistance via their state funding agencies. Artists' attendance ensures greater connection with new market and audience through artist's collector talks, art school presentations, symposia and opening events. Artists consistently report that attendance is extremely rewarding in terms of capacity building, on-going opportunities and leverage for expanded markets overseas by gaining international gallery representation.

Availability of free catalogues was strongly appreciated by the audience, especially by collectors and students (who visit these events in numbers) and was always a talking point. This aspect of ICI's advocacy at the events was considered essential in meeting the program goals.

The program sold works to leading collectors and important collecting institutions - like the Victoria and Albert Museum and the National Museums of Scotland, who purchased works. During 2004 - 2008 ICI sold over $100K worth of artist's work; but success can not be measured just in dollars. The real benefits were ongoing entry points with a new audience, the securing of commercial representation by international presenters, boosted profile and increased professional capacity and confidence. Artists presented in the program have gone on to be exhibited and/or gained long-term representation by galleries in Germany, France, the Netherlands, UK and the USA. They have received important and influential media coverage, and have made connections with collectors and other artists that will continue to advantage their careers and Australia's reputation and standing on the competitive international stage well into the future.

Stephen Bowers
Managing Director, JamFactory

Margaret Hancock,
Gallery Manager, JamFactory

August, 2008

Exhibitors

SOFA

COLLECT

TALENTE

Details of the many writers and curators involved in the program are contained in the various International Craft Initiative catalogues and can be acquired through the JamFactory www.jamfactory.com.au.

Event Overview

SOFA, The international exposition of Sculpture Objects and Functional Art (SOFA) is held annually in Chicago and New York. The Chicago event was the original of the two SOFA's and is a prestigous and acclaimed collectors' market for approximately 100 renowned galleries from around the world. Visitor numbers for SOFA Chicago exceed 35,000 over the four days. www.sofaexpo.com

Collect was launched in 2004 as the only international art fair in Europe that showcases the work of contemporary craft and design from around the world. It is held annually at the Victoria and Albert Museum in London with visitors exceeding 15,000 and sales in excess of £1.5 Million. Collect is highly competitive with limited galleries worldwide. www.craftscouncil.org.uk/collect/

Talente is a prestigious competitive exhibition, showcasing the work of the very best young and emerging designer/makers selected by the German judges. Held since 1979 in conjunction with the Munich International Trade Fair, Talente highlights the achievements of selected makers along with the institutions in which they have trained. JamFactory works closely with the Australian Craft and Design Centres (ACDC) network and the Australian Council of University Art and Design Schools (ACUADS) to promote the competition. www.hwk-muenchen.de/

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