ARAB DESIGNERS, GLOBAL STAGE
POSTCRAFT IS A UNIQUE INITIATIVE TO PROMOTE LOCAL ARTISANS’ WORK AND LINK IT TO INTERNATIONAL BRANDS
Postcraft is a unique initiative to promote local artisans’ work and link it to international brands
Samer Yamani is the curator of Postcraft, an initiative that focuses on designs and art that reflect the culture and heritage of the Middle East; with a process in place to promote such creations globally by attaching them to international design houses.
Coming from a design background, Samer has been responsible for designing and curating exhibitions, implementing educational programmes, seminars and talks, research and publications related to the creative industry in general and design in particular. His work extends to Europe, Latin America, South Caucasus and the MENA region.
In the following interview, Samer talks about how Postcraft can bring a value addition to the designers of this region.
What is the philosophy behind Postcraft?
Postcraft is a creative initiative that merges design, heritage and innovation to present contemporary and highquality pieces. These creations are inspired by the local culture and artisan skills bringing together designers, artists and galleries alongside renowned design brands.
What is the primary objective of Postcraft?
Local designers are getting more visibility and gaining recognition; and as a corollary the demand for high quality local design and creations is increasing. But the challenge here is that there are very few designers from this region who are adequately represented in the global market and by leading international design brands. This is where Postcraft bridges the gap; it acts as a platform to highlight the design talent of the Gulf by taking remarkable collections inspired by local culture to the international market.
The initiative makes its debut with the collection of work by four Gulf designers from the UAE, Kuwait, Saudi Arabia and Bahrain, coupled with the professional expertise of leading Spanish design brand BD Barcelona Design.
What was your inspiration for this project?
The GCC region is now turning its attention to shaping their economies in line with the post-oil era by strengthening local resources, technology and infrastructure. Economic diversification is therefore pivotal with the shift towards a creative economy. And this was my inspiration as designers can represent this cultural, economic and social shift through their work, but without compromising on their local identity and heritage.
How does it help the local designers and art galleries?
Postcraft will act as a platform to highlight the works of local designers in the international market. When a good concept, content and contemporary design is enhanced by professional marketing and a connection gets established with one of the top design brands in Europe that cater to big names such as Salvador Dali, Jaime Hayon or Campana Brothers, it is a sure success story.
The local designers and galleries will witness enhanced business opportunities in a global arena. A perfect example is the first Postcraft collection, which is a touring exhibition launched in London. It reached Dubai next and is on its way to Bahrain, Kuwait and Jeddah.
How is culture and heritage reflected in the design architecture?
All pieces present the story of their country.
Let me explain with examples. Sheikha Hind Al Qassimi from Sharjah is talking about the local perception of pre-oil, during oil and post-oil era in the UAE; Loulwa Al Radwan from Kuwait is dealing with the lunar calendar and its reflection on human behaviour; the Gazzaz brothers from Saudi Arabia are highlighting the rich heritage in Asir through their work; and Maysam Al Nasser from Bahrain portrays her work on the “seen and unseen” beauty through her piece.
What was the designing process for every piece?
All pieces have similar methodologies, but are designed and produced through very intensive processes. I worked as a medium between the designers and the brilliant team at Barcelona Design. The creative director of Barcelona Design helped with the intricate details of every piece including their craft and innovation. In the product phase, the production designer helped materialise the pieces we had envisioned. None of the other designers were aware of each others’ pieces, until they all came together in Barcelona for the final approvals. Every piece stood out and mirrored the effort and hard work of the entire team.
Is there an interest in the current generation for traditional art and designs?
Traditional arts are a source of great inspiration that goes beyond just a casual interest. Every culture has its unique art form which shapes our past, our culture and heritage, and differentiates one from the other. The quality of this uniqueness is what makes it desirable in the international markets.