Cræftiga: championing the next generation of makers

Cræftiga was founded out of necessity. A major new talent search set up by the creatives behind Hole & Corner magazine, the UK-wide awards programme was launched with one overarching mission: to unearth and champion the next generation of talented, innovative and forward-thinking craftspeople. The finalists of the 2018 award will enrol on a year-long mentorship programme, kicking off with an exhibition at London Design Fair this September.

In recent years, the popularity of British craft has soared. Yet for makers at the beginning of their careers, getting a foot in the door of the craft industry can be a challenge. Soaring university fees coupled with a sharp decline in the offering of craft-focused undergraduate courses has resulted in a shortage of young and innovative makers. While deeply creative – and often fiercely passionate about materials and processes – makers often lack the business knowledge and resources required to set up their own studio.

The Cræftiga awards programme is designed to offer an alternative route into the craft industry. Providing mentorship, publicity and access to invaluable resources, the initiative looks to harness young, raw talent and support and nurture a new generation of makers. Cræftiga spotlights those shaking up traditional perceptions of craft with innovative ideas and concepts.

‘The young makers of today are innovative, inspired and resourceful. Having grown up in a digital world with an awareness of climate change and the dangers of materials such as plastic, they are fusing traditional techniques and heritage with future-facing materials and processes’

– Hole & Corner

Cræftiga welcomed applications from UK-based makers whose work falls into one of three broad disciplines: art, craft or design. The programme stipulates that applicants must be 35 or under (born after 1 September 1982).

A prestigious line-up of industry experts will judge the competition, deliberating over thousands of submissions throughout the month of August and collectively deciding upon one winner and four runners-up. Among the six judges is Faye Toogood, a British product and fashion designer; Sarah Myerscough, an artist and leading London gallerist; Sean Sutcliffe, a designer and co-founder of English furniture maker Benchmark, and Stephen Briars, Creative Director of The Conran Shop. 

‘The next generation of craftspeople must be acknowledged. Craft is not a trend but our heritage and should be supported. I am very much looking forward to discovering new emerging talent.’

– Faye Toogood, Cræftiga judge  

The work of the five finalists will be exhibited at London Design Fair’s British Craft Pavilion during London Design Festival 2018. Attracting more than 28,000 design-savvy visitors, London Design Fair will provide the young makers with an invaluable platform to showcase their work to an international audience. The award winners will also enrol on a year-long mentorship programme whereby they will receive expert guidance on how to build a business – from design and branding to publicity and communications. All five finalists will be given extensive coverage in Hole & Corner magazine.

‘Cræftiga represents Hole & Corner’s dedication to elevating the value and appreciation of craftsmanship at a time when there has never been more need to encourage young designers and makers to embrace sustainability, responsibility and an innovative use of materials’

– Sam Walton, founder of Hole & Corner