Adam Cruickshank's 'Brand Identity Strategy' workshop at Signal

A couple of Saturdays ago Adam Cruickshank hosted a workshop at Signal, a City of Melbourne initiative that runs workshops for teenagers aged 13-20.

To coincide with his exhibition Reverse Cargo (which is currently in Gallery 3 and will be till this Saturday!), Adam kicked off a series of Signal/ArtPlay x Craft Victoria workshops that will be running throughout the rest of 2010.

Entitled Brand Identity Strategy, the workshop was about making your voice heard by developing your own slogan, protest or demand, with the help of Photoshop Illustrator of course - to give it that professional look!

Here are some photos from the day:

Signal (the red brick building in the middle)

Adam: "The weight of expectation is too heavy on my frail shoulders."


The work made during Brand Identity Strategy will be on display at the Signal Screens from 19 April to 2 May.
About Signal Screens:
The Signal building features iGlass technology in its window façade. This new technology creates a great medium for use as a projection screen – visible only at night.

After dark, the Signal screen will showcase quality digital media work created by, with and for young people.

Also at Signal was a work of Adam's entitled Don't Even Write, a cardboard sculpture/installation with interchangeable letters so that you can spell what you want. Genius!
The work is on permanent display at Signal.
Detail of Don't Even Write
And check out this video of the work by Adam:

Don't Even Write from radiostar on Vimeo.

Introducing... Vanessa Maxim





Tell us about yourself…
I grew up in Melbourne, the middle child of three girls. My English father descended from a long line of artists, collectors and eccentrics and was a Japanese Prisoner of War, after his naval ship was torpedoed in World War 2. My Chinese mother descended from a Malaysian rubber plantation dynasty and was schooled in a convent. You couldn’t have found two people more diametrically opposed and their marriage was nothing short of a cultural and generational collision.

I was always good with my hands… whether climbing trees, strangling my sisters or making miniature twig bow and arrows to shoot up the classroom aisle. Even the principal couldn’t help but admire my handiwork. My killjoy parents had banned TV, so we had to create our own amusement. We were pretty crafty kids, always sticking and pasting or making something-or-other…pasta necklaces, papier mache piggy banks, matchstick houses, even hideous macramé owls and wall hangings that first graced, then insulted, our lounge room walls. My Chinese grandmother, who lived with us throughout our childhood, was a keen artist and needlework expert and kept us busy with a continuous array of implausible sewing projects. My adored stepfather had no qualms about using child labour to fix and maintain the decrepit house and car. These were my earliest lessons in construction.

Fresh out of high school and momentarily adopting a serious tone, I started a Psychology Degree, taking a casual weekend job in Imported Fashions at David Jones. By the time I completed my studies, I was almost up for long service leave and had developed a frightening penchant for couture clothing and accessories. A sucker for beautiful fabrics, excessive adornment and clever design, I caught the twenty-something travel bug and headed to London on a one-way ticket, with shopping in mind… I wantonly lost myself in her crazy melting pot for the next decade, lurching recklessly through my formative years.

I returned to Australia with my tail between my legs and a beautiful son in tow. With restless hands, no home of my own to dismantle and no closer to divining my higher calling, my sister cleverly suggested we try a short course in jewellery making. It felt instantly familiar, like coming full circle. After my countless creative endeavours, it was a relief to discover that the immediacy & expressiveness of jewellery was by far, the best suited to my impatient, fickle nature.


Vanessa at her workbench


The jewellery you make often contains geometric shapes and hard lines. Is this something you’d like to keep exploring as a signature style, or are your aesthetics still evolving?
I love the clean, predictable lines of geometric shapes, combined with their brutal edges and attention-seeking three dimensionality. I wouldn’t say it’s my signature style as such, although admittedly I have experimented with geometric themes for several ranges to date. As the permutations and combinations are virtually endless, I still have quite a bit of exploring to do! Generally speaking, my aesthetic is very scattered and diverse and I am equally drawn to organic as well as industrial forms. I suspect that further down the beaten track, my style will branch off in all sorts of wayward directions, as my experience and aesthetics evolve.




Who are some of your favourite jewellers/artists?
My favourite jeweller/sculptor thus far, is probably David Watkins. Other jewellers that do it for me are Mari Funaki, Giampaolo Babetto and Hiromasa Hashimoto… I wouldn’t be at all surprised to find that I haven’t even discovered my true favourites yet. I am also greatly inspired by the work of Spanish architect/engineer, Santiago Calatrava.


Apart from metal, are there any other materials you’d like to eventually start using?
Yep, lots! I would love to experiment with bone, resin, acrylic, enamel, leather, textiles and threads, mixing materials and techniques with metal to create sensual, textural contrasts. A sentimental collector of found and abandoned objects, I nurture an imagined kinship with these little forms and would love to incorporate them in my personal jewellery collection, once I stop procrastinating.



Vanessa's work space



What is Melbourne’s best kept secret for you?
As Melbourne’s self-appointed Hard Rubbish Queen, it would have to be Camberwell Market, at the crack of dawn, after a messy night out, armed with a hands-free flashlight. My next favourite place would be ‘de Mille’, in Crossley Lane in the city, a vintage shop full of quirky collectables. ‘All Aboard’ on the Bellarine Highway is another Hoarder’s Heaven which I can highly recommend… three decommissioned trams crammed full of vintage delights and the courtyard bursting with rusty chains, augers, wheels, windmills and wagon parts…. because of course, one can never have enough stuff.





And finally, what gets you in the mood to make and create?
Lots of things, particularly listening to my favourite tunes. I do look at the world very differently now, always in terms of construction and I seem to see everything through jewellery coated lenses. I sketch or photograph whatever inspires me and I often dream of new ideas just before I wake. I try to scribble them down before I forget, though sometimes I simply cannot remember and it drives me ‘round the bend.


Vanessa Maxim also recently exhibited as part of group show SNEAK (enCOUNTER, 16 November - 6 December 2009). Click here to view more images from the exhibition.

INSERT COIN HERE: coming to Craft Victoria on Monday!



Coming soon to Craft Victoria's foyer is Insert Coin Here, a fabulous (ahem) group exhibition curated by our own Nella Themelios and Kim Brockett!

The exhibition consists of 2 vending machines featuring work by over 60 of Melbourne's best artists, designers and craft practitioners including several past exhibitors, COUNTER stockists and Craft Hatch stallholders like Nathan Gray, Dylan Martorell, Nicholas Jones (whose forthcoming collaborative exhibition with Warren Harrison Without Bias opens a few weeks' time!), Dani M, Felicity Jane Large, Emma Greenwood (and her son Leo Jinks!), Tim Fleming, Chloe Vallance, Sharon Margaret, Dawn Tan as well as several CV staff Anita Cummins, Beck Jobson, Carmel McKie and Pip Carroll.

Each artist has produced a minimum of 10 works, giving a total of over 600 little capsules of awesome, all for the low, low price of $2 each! For the full list of participants, click here.




Insert Coin Here runs from 1 - 31 March and the machines will be kicking off their journey across the Melbourne CBD right here at CVHQ this Monday 1 March at 10am, so make sure you get your $2 coins ready!



Don't worry if you can't make this week, here are the dates and locations for this mobile exhibition:


Mon 1 March - Sat 6 March Craft Victoria: 31 Flinders Lane, Melbourne

Tue 8 March - Sat 13 March Captains of Industry: Level 1, 2 Somerset Place, Melbourne (off Little Bourke Street)

Sun 14 March - Sun 21 March (Fashion Week) Alice Euphemia: Shop 6, Cathedral Arcade, 37 Swanston Street, Melbourne

Mon 22 March - Wed 31 March The Thousands Shop: Level 6, Curtin House, 252 Swanston Street, Melbourne


The exhibition will also officially open on Friday 12 March at 1000 £ Bend from 7 - 11pm so make sure you join for some drinks and good times. We promise you many a cahoot to be had!


For more information about the exhibition, visit the Insert Coin Here blog.

We want your pictures!

Ian Sprague (centre, who in 1971 was Craft Victoria's President) with Festival Director Marjorie Johnson (right, who in 1975-77 was Craft Victoria's Executive Director) and sponsors, with Sprague's community tile path. Photo courtesy Ian Sprague.

As most of you may already know, this year Craft Victoria turns 40 and later this year, we'll be exhibiting an online gallery of images spanning across the past 4 decades.

To jig the ol' memory, click here to read more about Craft Victoria's grand history as written by Grace Cochrane.


Pru La Motte and Sue Walker (Craft Victoria President, 1973-75) with one of the looms worked on by students and people from country districts at Melbourne University, 1972



So maybe your mum, or your dad, or even you might have had something to do with Craft Victoria back in the good old days... we'd love to see if they've kept any photos documenting this! Please send through all images to Joe Pascoe: jpascoe @ craftvic.asn.au (don't forget to remove the spaces)

Thank you everyone, and we hope you can contribute towards Craft Victoria's rich history!

Possible Craft Happening event

Craft Hatch: Sustainable Living Festival edition



A couple of Saturdays ago Craft Hatch kicked off its 2010 season with a market coordinated in celebration of the Sustainable Living Festival. It was great to see so many people wandering through the space again (no doubt due to some very nice publicity in The Age in the previous week), and here are some images from the day.

A big thank you to Andrea Daniel, Gemma Johnson, Hookturn Industries, Mae Finlayson, Morgan Wills, The Dusty Caravan (Hollie Maree Kelley), Spin Spin (Susan Fitzgerald) and TastyPixel (Sheena McKinnon).




Morgan Wills


Morgan Wills


Mae Finlayson


The next Craft Hatch market will be taking place on Saturday 13 March. It's yet another special edition of the market, this time coinciding with the L'Oreal Melbourne Fashion Festival so you bet it'll be another grand affair!

Introducing... Adam Cruickshank


How did you first come across the subject of cargo cults? What was it about it that fascinated you and led you to explore its history further?

I lived in Papua New Guinea at the end of the eighties and so I guess it originated then. I don't exactly remember when I first heard about them, but I assume they got my interest when I did hear about them because I had some idea of their context, at least geographically. Fundamentally I think much of Melanesian craft is incredibly beautiful and is bound up with the immediate concerns of those cultures so much more inextricably than objects made in the culture I am part of.


In general we are much more isolated from the objects we use from the materials themselves and the where and the how of manufacture. Many cargo cult activities were a result of World War II and a reaction to the sudden influx of the most alien technology, systems, beliefs and meanings, as well as planes, guns and fridges. What would have been strange and amazing things from completely outside their own context were immediately sublimated into their own cultural beliefs via the appropriation of their form using traditional crafts and materials. I think this shows an amazing ability to adapt and change in order to accept the previously unimaginable. And not least to imbue those objects ("cargo") with meaning relevant to the society in which they suddenly arrived.


We use the phrase "cargo cult" when describing some of these activities, just because it's now an accepted, if very problematic, term. Much of what the invaders saw as "cultish" activities were probably misinterpreted and were in many cases certainly just projections of Western culture's own desires. If we want guns and fridges, they must want guns and fridges too, which is pretty simple and probably wrong on many counts. Applying the blanket term "cargo cult" to a wide-ranging and incredibly diverse set of activities without much in common between different regions is pretty derogatory and ignores the fact that many of these movements were essentially political in nature and stood in opposition to the invaders and their technology rather than in submissive awe of it.





Two images taken during a photography trip in 1988, when Adam was a high school student in Papua New Guinea.


What were some of the fun/frustrating parts of constructing the objects for Reverse Cargo? How is it possible to (discreetly?) carry out thousands of IKEA pencils?

I very often have no idea how I am going to make something before I make it. Most of the time my practice involves ideas I'm interested in made whole, rather than a consistent practice of working with particular materials finding its own way to meaning.


I often start with meaning, or at least a seed of it, and then decide how I would like that to take form. As a result, some of it was pretty frustrating! For example I wanted to make a large folded canoe from woven IKEA measuring tape but it always ended up a bit too floppy and I really didn't want to add extra elements like supporting cardboard. Although even that was ultimately fun too, I enjoy that process of exploring a way to do something I haven't done before, even if it fails. Most of it was enjoyable.


The pencils were relatively easy and great fun to work with, although sometimes I think they are almost too perfect. In some ways the more obviously crass colourful consumer crap I used on some of the attachments worked better. But I probably made 8 or 9 trips to IKEA simply for tape and pencils. It's not too hard, I just carried a bag on my shoulder and walked the IKEA maze and every time I passed a pencil holder I'd grab a big handful and put it in my bag. Sometimes I got The Fear (the feeeear!), but then they're free anyway right? And it was fun, hunting and gathering from the IKEA jungle. Inevitably I’d also buy something stupid like a bath mat or a happy plant or a light bulb so I guess if anyone was watching me through secret cameras they didn't care.



Cluster of IKEA pencils attempting to recreate a John Brack painting. This image was taken at Adam's studio when he was working on the show.


With Reverse Cargo, do you think youve personally exhausted the subject matter of cargo cults, or is this something youd like to return to soon or in the near future?

I guess so. It wasn't so much specifically cargo cults as subject, but more what I saw as their underlying concerns. It was principally the way you can invest additional meaning beyond the simple market-worth of a particular object or beyond the obvious meaning of its intended use. And the flux of that meaning for those objects once the context is altered. Particularly objects you might feel alienated from and I guess I feel alienated from a lot of contemporary mass consumer culture. So in one way it's ongoing in my work, but I probably won't be using cargo cults as a specific jumping-off point again. These are only my reference points; the work doesn't strictly ‘mean’ these things. Although I personally have internal stuff going on in order to reach the visual conclusions I do, it isn't necessary for the viewer to know that stuff. That's the beautiful thing about art: there is no correct answer. If it's successful for me, it doesn't have to be for you, and more importantly, vice versa.




Spread from Adam Cruickshank's limited edition
artist book


Recently I went and saw the Art of the Ömie exhibition at the NGV, which is mostly bark paintings from a remote area of Papua New Guinea. The work is really beautiful and even moving, but its context in that gallery really weirded me out and much of the original meaning is not just diluted but completely changed. Most odd was a couple of videos they had playing of the Ömie people painting on a gallery floor. Right in the middle of the wall behind one video of two women working at a large painting on the floor, was this power point. It just struck me as funny and strange and wrong and I couldn't stop looking at that power point. I mean it really transfixed me much more than the work they were doing.


The exhibition also included some totally amazing head-dresses and I couldn't get past the fact that, in their original setting, would you ever be able to see them against a pure white brightly-lit background? It's such a common thing to us, a white background, but originally you could never see them like that. We use white backgrounds for displaying objects because it supposedly lends a void of meaning (a supposedly handy way to read the object unfettered by any connotation), but in this case it had completely and drastically the opposite effect. So I'm thankful for having seen them, but I also feel like I didn't really see them. I don't know if that is all ultimately bad or good, but it's definitely different.



Youve done some great exhibitions/projects in the past few years. Which one of them was a particular favourite of yours and why?

I'm not really sure I have a favourite. I'm not sure judging art (or craft) hierarchically is very useful. Even though we all do it and it's a massive part of western culture to rate things and put things on a scale of better or worse. Top ten! And I guess it's a common theme in some of my work. Like Western renaissance painting is ranked above traditional Melanesian craft. Those kinds of attitudes are changing, but it's still a common belief. There's this fantastic diagram which I love (stolen from Dexter Sinister) which explains a chronological change in cultural hierarchies really well. But I guess I enjoyed making the Philosopher Kings prints because I find them both hilarious and complex and there's a really nice set of coincidences running through them. I also really enjoyed the work I did for the Repeat Repeat group show at Platform called Enhanced Awareness Campaign. It's not often I am completely satisfied with my own work so it's nice to remember those strange bastard trophies.



Image from Dexter Sinister


Friedrich Nietzsche vs Roots Manuva from Philosopher Kings, digital print on cotton rag, 60 x 60cm




Exotic Blueberry from the Enhanced Awareness Campaign exhibition held at Platform in 2009. Made from trophy parts and $2 shop/supermarket finds.


A few years ago you were working as an art director for a few big companies. Now that youre freelancing your services, what are looking forward to? On that same note, what would your dream collaboration entail?

Even though a lot of the commercial pay-the-bills work I do is second-hand subject matter for my art practice, I think it's beneficial if the remain as separate as possible. There is a constant antithetical fight between the two and it's often hard for me to resolve that. On one hand I sometimes contribute to mass mainstream culture, a culture that definitely has an explicit and usually a very narrow meaning, while my artwork tries to reject that stuff even while appropriating some of its signals.


But being freelance is much better than working for the man. I guess the best commercial projects to work on are those involving other creative people and organisations who actually interest me and are contributing something positive and who have all their own creative skills and ideas which we can squish together into a gigantic orgy of fun.



Was your decision to use IKEA products arbitrary, or did you have a specific reason for choosing this giant Swedish company?

IKEA is such a great metaphor for right now in western culture. Its largely mass-produced generic objects from a behemoth supermarket headed by one of the richest men in the world, but they do what they can to obscure that. A year or so ago all their in-store signage directly referenced Barbara Kruger. Their advertising is quirky and different. All their objects are ‘designed’ by ‘designers’. And of course they are, it's true, but they even tell you who designed their meat hooks for example. Now I'm pretty sure that particular design has been around for a long time and it wasn't designed by an IKEA designer. What the IKEA designer did, I can only assume, is figure out a cheap way to bend a cheaper material en masse and to ensure that although the pack of 5 only costs $2, they are still make a decent profit, which is more economics than it is design. Don't get me wrong, I love IKEA in many ways. But maybe they should also have in-store photos of someone from their pricing department (wearing architect glasses and a black skivvy). I'm not trying to use IKEA judgementally, although it's easy to read the work that way I guess. It was just such a convenient symbol with such a big range of meanings and connotations when you're talking about the hand crafted.



Meathooks - they pretty much look the same all over the world


A photo taken by Adam of an IKEA display featuring Barbara Kruger homage signage.


And finally, Im guessing youve already seen this amazing article http://en.wikipedia.org/wiki/Prince_Philip_Movement about how Prince Philip is regarded by the Yaohnanen tribe in Vanuatu as a diving being. What struck me the most is that in 2007, Prince Philip sent the tribe an autographed photo of himself as part of a British TV show called Meet the Natives. What are your thoughts on this and would you be interested in supplying us with a signed headshot of yourself for the winner who correctly guesses how many IKEA pencils were used in IKEA head dress?


A diving being would be great! Prince Philip with a 19th century diving mask, holding a starfish in one hand, a necklace of cowrie shells, a waving wig of seaweed floating behind him. Sorry, I know that was only a typo, but it's a nice image huh?


Yes that was a typo, I meant 'divine being'.

Yeah, I find the whole thing kind of disturbing. I guess a good way to answer your link, is with another link: http://news.bbc.co.uk/2/hi/uk_news/1848553.stm


Prince Philip hasn't previously distinguished himself as the most forward-thinking or culturally sensitive kind of guy. And this particular movement has become such a staple tourist attraction that it's hard to know how much is genuine belief anymore and how much is theatre. And no, I've never seen Meet The Natives, but I just looked it up and I have no idea what to make of it... I'd have to see it. Would you recommend it? Is it on DVD? Can I borrow it off you? And no way are you getting a headshot, sorry, nah.




Reverse Cargo is on in Gallery 3 until Saturday 6 March.



To find out more about Adam, check out his website.


From the archives: SNEAK enCOUNTER exhibition


Here's another set of images from way back: the SNEAK exhibition at our enCOUNTER window featuring work from recent NMIT graduates Tessa Blazey, Tae Schmeisser, Vanessa Maxim, Milly Flemming, Alex Bletsas, Elise Newman and Lia Tabrah.

Tara Lofhelm



OTT by Lia T.


Elise Newman


Alex Bletsas



Elise Newman


Tessa Blazey

Tessa Blazey

SNEAK was on from 16 November - 6 December 2009.

From the archives: Gracia Haby & Louise Jennison workshop

A while back (um, quite a while) Gracia Haby and Louise Jennison held an evening workshop on how to make a concertina fold notebook. It's always so lovely, and not to mention great fun as well, when artists host workshops!

Here are some images from the event:



Photography: Kim Brockett

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