CREATIVE FRUITS by CREATIVE FRUITS

CREATIVE FRUITS Est. since 2004 Empowering Artists and Designers to prosper from their creativity by handling their business Principal Director: Ameena M. McConnell

Welcome! In the following pages the projects that you will read about only touch the surface of the work that has been made possible by working widely across the creative and cultural sectors in London. It captures our creativity between the years of 2004-2009. I am grateful for every opportunity that I have been given to express my ideas and support the ideas of talented artists and designers –mentoring their dreams, enabling them to achieve the success that they desired. I see myself as a passionate collaborator and enabler. My main motivation for starting Creative Fruits was primarily to shift the equality of access to opportunities of success to ensure the inclusion of Britain’s talent no matter the background. I strongly believe that humans are innately born to do extraordinary things and I believe that (what we call) art, craft and design can be used catalysts to foster this. Do take a little time to flick through the pages. I hope you will be encouraged and even inspired by what we have achieved over a period of 6 years. After a two-year hiatus (2009-2011) – somewhat a personal sabbatical I return to the world of arts and design as an Artist-Designer exploring the sculptural/3D nature of textiles and fibres mixed media. I am really excited about the challenges that lay ahead as I seek to achieve success professionally and artistically. Happy reading.

Ameena Creative Fruits, Ameena M. McConnell amc.creativefruits@gmail.com

Page 2 of 10

Page 3 of 10

Brief project resume since 2004… 1.

Moordesign 2004 -

The first design initiative that launched Creative Fruits. It showcased the talents of female artists and designers from the Black British creative community. Organised 23-28 September 2004, with Creative Fruits as a creative partner of the (2nd) London Design Festival – the event was held at the Dray Walk Gallery, Brick Lane, London. Wale Adeyemi and Joe CaselyHayford supported the event respectively as Event Patron and Event Ambassador. Such a blessing.

Collaborating with Beyonder -

As well as producing I actively got involved as a collaborator with Beyonder, (Multimedia Artist & Literary Educator) at the conceptual stage of the project development. Beyonder and I worked together successfully for more than 5 years. I regard him as an exceptionally talented individual and enjoyed working with him immensely.

Creative Wealth -

A Creative Industries network launched in November 2004 (at City Hall), designed to support and be a resource to artists and designers – helping them with strategies to manage the business side of their creativity. It successfully ran from 2004 thru to 2006. William Knight supported the network as our Industry Co-Chair. He is currently Show Director for 100% Design. The network venue of choice was Design Council.

Moordesign – The design salon -

A re-invention of the brand originally created in 2004, Moordesign became a ‘salon’ space where artists, designers and other creative professionals could gather to share, exchange and explore issues pertinent to their professional self-development. Creative Fruits worked in partnership with UNTOLD CIC – a young fashion company and delivered three sessions – the launch session being a panel discussion which featured Tim Campbell, Hannah Pool, Sian Prime, Sydney Levinson and myself hosted by the Museum of London.

Page 4 of 10

MOORDESIGN – THE DESIGN SALON MOVING FROM PASSION TO PROFIT | London Fashion Week / London Design Festival 2009: http://designsalon.wordpress.com/ Project Director / Facilitator Creative partner(s): London Design Festival; Un-told;

PART 1: How do I create a sustainable income from what I love doing? [Museum of London] PART 2: Hands off! Protecting your copyright and design rights [The V&A Museum Design Studio] PART 3: Help! Who is out there to support me? Mentoring and Coaching explained. [The V&A Museum Design Studio] • I produced and delivered as part of a creative partnership between Creative Fruits and Untold. A series of three panel discussions with a focus on the business of fashion design for emerging and mid-career fashion designers/artists. Successfully held at the Museum of London and the V&A Museum (in collaboration with the London Design Festival). • Expert industry speakers included Tim ‘the Apprentice’ Campbell, Hannah Pool (the Guardian), Sian James (Goldsmiths) and Sydney Levinson (Rhodes & Rhodes). It was fully booked. Image © Creative Fruits – Ameena, Tim & Hannah

Page 5 of 10

THE CREATIVE GUERILLA TOOLKIT | New Designers Graduate Show 2007: Project Leader / Producer / Facilitator Creative partner(s): Upper Street Events; New Designers • Presented and facilitated the delivery of the Creative Guerrilla Toolkit (tips and strategies on how to get ahead) to graduate designers as part of the What Next? – The business education element of the New Designers’ exhibition programme held annually at the Islington Business Design Centre. MAKING IT HAPPEN | New Designers Graduate Show 2006: Project Leader / Producer / Facilitator Creative partner(s): Crafts Council; Lesley Craze Gallery • In partnership with the Crafts Council I organised and facilitated the panel discussion ‘Making it Happen’. This panel explored how Craft Designers could develop their careers post graduation. Contributions from Makeda Coaston, Temi Odumosu, Jacine Cooper, Lesley Craze; Beatrice Mayfield; • New Designers is London’s largest and leading graduate show organised (by Upper Street Events) with higher education institutions showcasing their latest crop of graduate designers. It also brings together professional from the design and craft industries to inspire the graduates on how they can develop successful careers in their chosen fields.

Page 6 of 10

CREATIVE WEALTH | Creative Industries network for designers, artists & entrepreneurs 2004 – 2006: Founder / Chair Creative partner(s) included: Mayor of London Cultural Strategy; London Development Agency; Creative & Cultural Skills; The Design Council • Created, organised and produced a creative industries network (2004-2006) to empower designers and artists to manage the business side of their creativity. • Launched at City Hall with (funding) support from the GLA Cultural Strategy team and the Innovation Team at the London Development Agency. Speakers included NESTA, Creative & Cultural Skills, Arts & Business and the London Design Festival. Image © Creative Fruits

Page 7 of 10

DIASPORA DIARIES | Documentary film 2006: Preview screening at The British Museum Commissioner & Executive Producer; Agent Creative partners: The British Museum; Africa Beyond, WildWeb Designs • Diaspora Diaries is a feature documentary written, directed and co-produced by Robert ‘Beyonder’ Asare. Originally commissioned by Creative Fruits as an outcome from his artist residency for Creative Legacy, the artist in residence programme I created for the Africa05 arts season by Arts Council England, the BBC and the British Museum. I also produced a preview screening before the release of the documentary in partnership with the British Museum and Africa Beyond. CREATIVE LEGACY | The Africa05 Artist in Residence Programme 2005: Concept / Programme Director Creative partner(s) included: Arts Council England; British Museum; BBC; Out of Africa; • An artist in residence programme created to promote and showcase visual artists and educators from the black British creative community. Artists featured included Beyonder, Munirah Olton, and (the late) Reggie Pedro MA. It was part of the season programme for Africa 05. Image © Creative Fruits

Page 8 of 10

MOORDESIGN | Decorative arts and design showcase 2004: Concept / Curator / Creative Director Images © Yisia: http://www.yisia.com/collection/moordesign_2004.htm

Creative partner(s) included: UnLtd; Arts Council England; Decibel; UK Trade & Investments (design); WildWeb Designs Ltd; Joe Casely-Hayford; Wale Adeyemi; •

Created, curated and produced a design gallery showcase. I managed a small creative team of 5 people to showcase five female designers/makers from the black British creative community (fashion/jewellery accessories) in the 2004 programme of the London Design Festival. (Image© Yisia Unlimited Imagination features Silk Brocade Jacket designed by Claudette Joseph).

Page 9 of 10

ABOUT AMEENA M. MCCONNELL •

Ameena M. McConnell, Founder, Principal Director of Creative Fruits. She is a practising Artist-Designer (Sculptural Textiles-3D) and is currently developing concepts for her first solo showcase.

•

She lives in north London with her partner Anthony Walters who is also a practising Ceramicist.

•

CONTACT INFORMATION: Mobile: +44 7956 155 546 | Email: amc.creativefruits@gmail.com

Page 10 of 10