The Journal of Australian Ceramics Vol 53 No 3 November 2014
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A New Collective: Domestic Frontier<br />
Domestic Frontier is a collective <strong>of</strong> Melbourne-based craftspeople with a passionate charter to showcase<br />
contemporary wares <strong>of</strong> the highest quality for use in the home.<br />
<strong>The</strong>ir first public appearance was perfectly timed, as it was part <strong>of</strong> CRAFT's annual Craft Cubed<br />
Festival. Based on the group's vast selling experience, it was decided the event would be shorter than a<br />
Pop Up but longer than a market. <strong>The</strong> two weeks (20- 31 August <strong>2014</strong>) allowed a concise time frame<br />
for energy and eXCitement to build around the event, while being long enough to allow for word <strong>of</strong><br />
mouth to kick in and for return visits to occur.<br />
Pottery, furniture, basket weaving and textiles were artfully installed into a classic Victorian shop<br />
located at the 'frontier edge' <strong>of</strong> inner-city suburbs where local residents have an appreciation for<br />
alternative and Skillfully made objects. A clever early decision was the collaborative mix <strong>of</strong> differing<br />
complementary craft mediums. <strong>The</strong> resulting display was to be a retail experience with a strongly<br />
domestic and intimate ambiance.<br />
Planning meetings began early this year and it was quickly decided to establish a working relationship<br />
that was more than just the one-<strong>of</strong>f event. Another wise decision was to use social media to promote<br />
the event as many <strong>of</strong> the makers already had a significant Instagram presence. <strong>The</strong> combined clout <strong>of</strong><br />
eight avid Instagramers resulted in a huge opening night. A pleasing outcome was the bumper sales in<br />
the second week due to instagram posts bounced around the internet: evidence <strong>of</strong> the true power <strong>of</strong><br />
'word <strong>of</strong> mouth' (plus fabulous images!).<br />
A report by Robyn Phelan<br />
On Instagram: @domesticfrontier, @vic_pemberton, @sophiejanemoran, @sandrabowkett,<br />
@adrianachristianson, @joruchel, @greghatton, @bridgetbodenham, @Georgia Clark<br />
www.housemadestudio.com<br />
left to right: Domestic<br />
frontier dISplay, the<br />
opening crowd and<br />
three <strong>of</strong> the eight Of<br />
participants; Sandra<br />
Bowkett. Sophie<br />
Moran and Adriana<br />
ChrIstIanson<br />
THE JOURNAL OF AUSTRALIAN CERAMICS NOVEMBER <strong>2014</strong> 107
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