Craft debate: Paul Priestman

“For me, craft is about products or objects that feel more touched by the human hand, even if technology has been involved in their production, while design is about mass production. A craft artisan or designer-maker produces objects that they are driven to produce from their own desire, selling their vision to the consumer rather than producing work in response to a brief that will be manufactured in its millions. In the post-industrialised world we live in, there has been a backlash in recent years against the global brand, with consumers wanting something unique, creating a growing market for ‘craft’ objects. In order to remain competitive, global brands have created many sub- and niche ranges to satisfy these micro markets. Craft-makers can respond to this by continuing to create beautiful objects but borrowing what the big brands do best – building a context around them to create compelling propositions that the consumer wants to be part of and buy into.”

Priestman saw these “scarecrows” made from used materials while holidaying in Japan. He says that this type of craft, which fulfils a pressing daily problem, is the type he likes best. 

“For me, craft is about products or objects that feel more touched by the human hand, even if technology has been involved in their production, while design is about mass production. A craft artisan or designer-maker produces objects that they are driven to produce from their own desire, selling their vision to the consumer rather than producing work in response to a brief that will be manufactured in its millions. In the post-industrialised world we live in, there has been a backlash in recent years against the global brand, with consumers wanting something unique, creating a growing market for ‘craft’ objects. In order to remain competitive, global brands have created many sub- and niche ranges to satisfy these micro markets. Craft-makers can respond to this by continuing to create beautiful objects but borrowing what the big brands do best – building a context around them to create compelling propositions that the consumer wants to be part of and buy into.”

Priestman saw these “scarecrows” made from used materials while holidaying in Japan. He says that this type of craft, which fulfils a pressing daily problem, is the type he likes best.