MINDCRAFT is an internationally recognized and award-winning exhibition concept with varying participants and external curators that presents the best of Danish craft and design at the world’s leading design event, Milan Design Week.
The exhibition concept
The MINDCRAFT exhibition concept was developed by Danish Crafts, and since the launch in 2008 MINDCRAFT has provided a high-profile professional platform for the international exposure of Danish craft and design. MINDCRAFT was the first official Danish exhibition at the world’s leading design event – the Milan Design Week. Combining the words MIND and CRAFT, the title refers to the dual nature of the works as representing both the finest level of craftsmanship and a conceptual component in the form of a message, a mindset or an attitude. Together, these two aspects define a particular Danish approach to craft and design.
The first MINDCRAFT exhibition was presented in connection with the Milan Design Week 2008 and helped set a new agenda for Danish craft in the international arena. Later that year, the exhibition was shown at 100% Design in London, where it received the award for ‘Best Contribution to 100% Design’. Over the years, the MINDCRAFT exhibitions in Milan has repeatedly been highlighted by leading international media. From 2008 through 2010 the exhibition was shown in Zona Tortona, and since 2011 it has been presented in the design district Ventura Lambrate during the annual Milan Design Week.
Branding Danish craft and design
The purpose of the MINDCRAFT exhibitions is to profile and brand Danish craft and design to both national and international opinion-formers – including manufacturers, galleries, press and other professionals in the field. The goal is to contribute to a positive perception of new Danish craft and design and to help the participating craftspeople and designers develop new contacts in the market (particularly manufacturers and galleries) and among the press.
From 2008 through 2013, the MINDCRAFT exhibitions were developed and organized by Danish Crafts. As part of the political decision to merge Danish Crafts with the Danish Agency for Culture (now Agency for Culture and Palaces), effective from January 2014, the exhibition concept continues under the aegis of the Danish Arts Foundation with the Agency for Culture and Palaces serving as the secretariat.
The next MINDCRAFT exhibition is presented in Milan in April 2016.
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