Current Issue #488

JamFactory appoints new creative directors

JamFactory appoints new creative directors

Prominent South Australian design duo Daniel To and Emma Aiston will jointly take on the lead role at JamFactory.

To and Aiston, who together have led their award-winning design studio DANIEL EMMA since 2008, took over as Creative Directors of JamFactory at the start of 2019.

The pair were already intimately involved in the JamFactory community, having worked as its joint Creative Directors of Retail and Product since 2014. Fittingly, the news of their new expanded roles comes with the announcement of a collaboration between JamFactory and the National Gallery of Victoria’s Melbourne NGV Design store. The Good Morning collection includes a variety of designer home wares including a stoneware mug and hand dyed tea towel, inspired by, and comprising of, the necessities of the morning ritual.

Speaking to the pair about their experience of JamFactory so far, it sounds like they certainly have no trouble getting out of bed each morning. “Getting to come to work every day and do things we genuinely love and are passionate about [has been rewarding] –  with others who are equally as enthusiastic!”

Pieces from JamFactory and NGV Design's Good Morning collection
Stoneware Vase as part of NGV Design Store x JamFactory’s Good Morning collection, designed by DANIEL EMMA (Photo: Daniel Herrmann-Zoll, stylist: Natalie Turnbull)

“The marriage of craft and design and that the two needn’t be mutually exclusive and in actual fact depend on each other to ensure they both survive and thrive,” the pair say of their new role. “We are looking to create a place that celebrates and recognises our tradition and heritage but not be afraid to push expectations of materials and processes to discover new things!”

Established in 1973, JamFactory continues to have a formative presence in the wider Australian design industry and community which the pair hope to continue. “It is incredibly important,” they say. “JamFactory as an institution is not only iconic but is a unique place where skilled traditional craftspeople mix their expertise within a curated and design focussed environment which can’t be compared to anything else in the country.”

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