Last year we started to publish some interviews and editorials in an On-The-Road Series and we will continue doing so as we travel around the globe. We also wanted to find out what's going on in the world of commercial art and share our findings with this very generous community of amazing artists. Many have asked me to report straight facts, so here we are, with no embellishments.
I also always advise to read up on all blog editorials to get the full view of what's going on. You'll find down below several links to posts I have found so far.
SURTEX 2015
We walked the show all three days and the traffic seemed to be pretty much the same as last year and the year before. Yet some manufacturers said to me that they felt that the energy was different from earlier years, that the show was missing something this time around. Exhibitors told me that they had better quality clients approaching them.
So what changed? Several things changed and I will list just a few that were the most obvious. To begin with, Surtex was smaller and was sandwiched in between the NSS and the ICFF.
We gathered some informal and rough data by counting the number of booths for the past three years out of the Surtex Directories for 2013, 2014 and 2015. Below is the chart that shows the results, and although this graph is not the only way to measure whether the show was a success, it does indicate that it is in a transitional phase.
In my opinion, the transition with Surtex is but a piece of the larger transition enveloping the whole design industry as there are many other ways to sell or license a design now. New technologies allow for faster communication but that's not the only change. Artists are collaborating more and more amongst themselves in the form of collectives or joining in an exclusive partnership with manufacturers.
Agents are in demand, as the costs to exhibit through an agent are generally less if they bear all the fees. And of course, if they do so, they want a guaranteed return, so they pick the best selling artists to be in their portfolio. Or, some also share the costs of exhibiting with their represented artists. Some don't show at all but they are internet savvy and do online marketing instead. Today, there are many different business models being used.
Yet Surtex has positioned itself as the premiere event for selling and licensing original art and design. Many independent artists still prefer to exhibit there in addition to the above venues or other shows, like the AmericasMart Atlanta or the Licensing Expo in Las Vegas to name only a couple. There are so, so many more. It would be interesting to do a survey of who sells, licenses or freelances but I think it would be safe to guess that some combination is the new business model for most artists starting out and perhaps for veteran artists who need to keep relevant.
In short, the competition is fearless and flexibility is the password for such transitional times. Even the trend conferences we listened to at the show stressed the mix of styles and trends, the transition, and the flexibility of doing business.
I took some quick notes about the themes and trends, although I am sure other blogs have done more in-depth analyses and more will be talked about in upcoming weeks - don't miss the Ask Paul Brent on May 27, hosted by Tara Reed - Paul will be doing his fabulous SURTEX trend review as usual.
Aside from the still going strong birds (including owls !!!), butterflies, sheep, dogs, cats and other cute animals are all over the market. Lettering and editorial art is still strong. Humor and cuteness was displayed by many. Abstracts, geometrics and florals are everywhere. Black and white, a classic, is again on the rise and adult coloring book line art is highly desired by the Publishing market. In short, nothing particularly new that I could tell with the exception of more hand painted art, which is finally strong enough to compete against the flat digital art that started flooding the licensing arena some years back.
The most exciting thing about Surtex this year was to meet with many artist friends, agents and exhibitors. Here are some photos, although I wish I have taken many more!
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| Kelly Ventura - Surtex 2015 |
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| Caleb Gray Studio - Surtex 2015 |
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| Giordano Studios - Surtex 2015 |
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| Monika Forsberg - Surtex 2015 |
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| Jennifer Orkin Lewis (August Wren) - Surtex 2015 |
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| Sarah Frederking - Surtex 2015 |
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| Kate Austin - Surtex 2015 |
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| Ashley Rodriguez Reed - Surtex 2015 |
NATIONAL STATIONERY SHOW
It was fun to walk the NSS this year. Of note, letter press and hand painted art were nicely displayed by large companies as well as small businesses and independent artists.
I took some pictures with the exhibitor's permission, although the lighting wasn't the best. I will publish more interviews and articles in future weeks.
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| Katharine Watson - NSS 2015 |
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| Our Heiday - NSS 2015 |
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| Mara-Mi - NSS 2015 |
INTERNATIONAL CONTEMPORARY FURNITURE FAIR
I loved it! It was so much fun to see some of the trends coming in from Europe and how the interior design in the 21st Century is influenced by many trends and the flexibility of emerging designers who are also artists. Small businesses created by them exhibited here amongst large or well established businesses. Very brave indeed!
The eco outdoor/indoor themes were very present and it was great to see how they were incorporated in interiors to play together.
We saw more of exotic and sophisticated rustic textures, vibrant and neutral colors, and hand painted art was also visible at this show, along with natural fibers and other innovative concepts.
Sylvie's method reproduces her watercolors for interiors, curtains, rugs and wall paper - made in the USA.
Valerie created these Japan-inspired interiors with a European twist, featuring some of her exquisite hand stitched artwork - made in France.
Ronel has been a textile designer for 26 years. Inspired by nature, she featured these beautiful hand crafted felt florals - made in South Africa.
La Fabbrica del Lino manufacturers a beautiful stone-washed linen and other high-end goods - made in Italy.
Garden on the Wall exhibited real plants treated with non-toxics chemicals to adorn interior walls of houses and buildings. Really nice work made in the USA.
Antolini showcased some beautiful marble textures in geometric forms - made in Italy.
PRESS & PROMO KITS
Fox & Fallow & Design Design
One Canoe Two
Kelly May - Krenz
Printable Wisdom
Our Heiday
Miriam Bos
Neiko Ng
The eco outdoor/indoor themes were very present and it was great to see how they were incorporated in interiors to play together.
We saw more of exotic and sophisticated rustic textures, vibrant and neutral colors, and hand painted art was also visible at this show, along with natural fibers and other innovative concepts.
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| Fom Icon Mag 2015 |
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| Sylvie and Mira of Lisa Peck's home accessories company. |
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| Valerie Laudier |
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| Ronel Jordan |
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| La Fabbrica del Lino |
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| Garden on the Wall |
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| Antolini |
PRESS & PROMO KITS
Here some of the best promo kits we picked up from the Press Room. There were many, many more but we couldn't get them all. Watch out for upcoming interviews with artists who did have a Press kit!
Fox & Fallow & Design Design
One Canoe Two
Kelly May - Krenz
Printable Wisdom
Our Heiday
Miriam Bos
Neiko Ng
SUMMARY
We think Surtex is still a great show and per what we gathered the quality prevailed over quantity, however since the attendance of the exhibitors significantly dropped this year in all three categories of exhibitors (Atelier, New Exibitors, Veterans), it will require some stronger and innovative marketing to draw an increasing number of qualified manufacturers to make it worthwhile for independent artists to continue to bear the high costs of future exhibitions. Manufacturers are the clients, true, but without the artists there is no show.
We will continue to go to shows and explore the increasing landscape of possibilities for designers and artists. Trends are not as important as the quality of the art itself and the connections between the artist and the manufacturer. We did talk to several of them after some of the conference workshops and we will write more editorials on those topics as well in upcoming weeks - we just couldn't condense everything here.
The NSS is still strong although it also seemed smaller compared to other years. I don't have the directories for 2013 and 2014 though, so I can't say for sure. We liked the more sophisticated letter press mixed with hand painted art. It looked fresh and very crafty.
The housing market is on the raise and so therefore is the demand for good Interior Design. It's now another venue for creating and selling art on a commercial basis through manufacturing your own home decor and accessories. The combinations are infinite! Wall art, curtains, wall paper, small objects, eco-friendly accessories, you name it!
In short, it seems there have never been more opportunities for artists to find ways to get their art into the hands of their public - though this means that the world of art and art licensing is growing even more ambiguous and challenging than ever before!
OTHER BLOG EDITORIALS ON SURTEX
(I will add more as they get published)
https://blogjnet.wordpress.com/2015/05/20/national-stationery-show-surtex-observations, by J’net Smith
by Nicole Tamarin
by Annie Troe
by Anne was Here
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