• To try to look into diminishing the hierarchies between Art & Design.
  • Create a niche for products that will take off from where the artists stop working on their individual practices and start working towards a wider approach, retaining the same values applied by the artist in their own creative process.
  • This, in ways proposes to exist in two economies. Whether these two streams can co-exist within one’s practice per say? Where one is used to challenge and/or fracture the other.
  • To focus on creating a financial background for artists and creative personals who would not want their individual art practices to be governed by the market economics.
  • To become a space for practitioners who would like to position themselves at the threshold- wherein the inside and the outside could be reversible and/or interchangeable.
  • The works can take the form of an object; yet again bringing in the discourse around what becomes the object? And, what becomes of the art object?
  • We are more interested in bringing in ideas of the rejects, of the tests, of finished-unfinished projects/products, of the meaningless, of utopia, of proposing new/future archives, of publication, of posters for a purpose of doing nothing.
  • Design cell will form collaborations with practitioners from diverse trades, ranging from signboard painters to letterpress compositors in order to make products. Both, the product and the collaborators, may hold claim to and feed into our archival research project. This lends itself as resource material for other prospective exchanges and further research.
  • This project will not require any kind of a full-time involvement by its initiators, nor will it ask for any kind of a long-term contract, it will only require an honest commitment.

Ways of working

The design cell will work with the motto of ‘flexibility of production’
What does ‘flexibility of production’ mean?

  • The artist/designer engaged in creating a product has the freedom of coming out with his/her own ideas.
  • These ideas can be just drawings or be product prototypes.
  • These could be produced as single edition or multiple; they can also be mass-produced.
  • After a thorough discussion with the cell committee, the artist/designer will need to give an estimated budget for the product-, which will be then supported by the KATCONA Design cell fund based on its maximum production budget.
  • As none of the products will be harnessing a time line, there will be no pressure to finish a product or an idea within a given date, but the design cell will finalize a day every three months to showcase the products, where the producer can decide his/her own dead-line.
  • Apart from these open days, the designs will be created and finalized on the basis of the requirement of the products based on the created supply.

As for the resources of production

Since Cona is looking at this venture that will generate revenue for all the people attached to it, we will need to keep our project budgets in check, also we will try to generate capital from external resources based on the project approach. Production will need to be outsourced in case of a mass-produced product or a technically challenging process. In which case the designer/artist will need to research into other possibilities of production which are cost effective.


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