Made in India - BE OPEN's Search for the Future of Creativity Starts in India, With a Focus on Making
LONDON, January 9, 2014 /PRNewswire/ --
11 February - 1 March 2014, New Delhi
10 February official opening, by invitation only
BE OPEN, the global philanthropic foundation, announced its intention last month to launch a worldwide project that looks at the handmade and how to ensure its survival in the future.
"Made in..." is part of BE OPEN's theme for the year ahead: North/South - East/West. The journey of discovery begins in India, with its rich legacy of making, where work by approximately fifteen designers will be installed in the Indira Gandhi National Centre for the Arts in New Delhi, in a bespoke space created and branded by architect Anupama Kundoo. Far from being an exhibition of contemporary craft, "Made in India" is an experimental approach to re-positioning locally made, handcrafted goods to give them global appeal.
Founder of BE OPEN, Yelena Baturina, says: "Business is in my DNA, so I can't help but bring a business focus to this project as well. We feel that the future of the handmade is about keeping it out of the moribund museum space and instead making it live and breathe by becoming part of the market economy. Working with local experts, BE OPEN has been looking at today's most promising Indian designers, encouraging them to think beyond their usual market and giving them the opportunity to present their work from a completely new perspective, so that it appeals to a much wider, international audience. "Made In…" is launching in India, not least because its culture reveals such a fascinating and stark dichotomy between tradition and modernity. This means that there is a tremendous legacy of skilled work and a willingness to take it forward into the future."
BE OPEN is working with eminent design consultant Sunil Sethi for this project, who has helped select pieces for display including: fashion by Abraham and Thakore and Rahul Mishra; textiles by Ezma and Rasa; furniture by Bombay Atelier and Ayush Kasliwal; products by Gunjan Gupta and Sahil & Sarthak; and lighting design by Klove. Nothing will be for sale, but the work will be presented as though part of a new brand, with coordinated logo, labels and tags and shopping bags.
In addition to the installation, a discussion panel will see prominent international design and fashion professionals sharing experiences and discussing their approach to the future of making in a globalised world.
BE OPEN's activity in India will be supported by a call for ideas through a web and social media campaign that will invite Indian design students to submit concepts for the ultimate contemporary Indian product - Imagine your Ideal Indian Object, while a global call for entries will invite responses to the image we have of India today: "India Through My Eyes." One winner of each competition will be invited on an all expenses paid trip to participate in the next international BE OPEN event.
"Made In India" is not only about making a strong statement for Indian craft; it has global application. BE OPEN's mission for this project will be to encourage makers around the world to explore alternative ways of using traditional skills and keeping them alive, with the next event, "Made in Japan", planned for Tokyo in autumn 2014.
Theresa Simon & Partners, London
SOURCE BE OPEN