development of proposal

After researching into this idea, looking at costs and how we would actually go about setting it up, it became clear the tunnel aspect would be quite difficult. We didn't know what it would be made out of, we were thinking a poly tunnel:

But they're not very safe, or particularly aesthetically appealing. So we then we had the idea of using shipping containers, I found some flatpack ones that fold up so it would be easy to trasport them around

If we had a couple of these exhibiting work, I think it could work quite well. Shipping containers have been used a lot for creative uses:

new book

Got a new photography book for christmas - 'Cosmic Communist Constructions'. Lots of constructivist architecture and soviet brutalism from the last decades of the USSR.

ford advertising

Found this advertising campaign for 'Ford Transit' by Ogilvy and Mather, which I thought was quite clever. I like the idea of taking illustration off the page and putting it into environments. 

PEST and SWOT analysis: Association of Women Art Dealers

The Association of Women Art Dealers is a cooperation of people who work to create collaborations and business deals between women art dealers, art consultants and gallerists. The association meet to hold networking events to make ties between dealers. They often collaborate together to set pop up art fairs and galleries which is very similar to what we are wanting to create.

POLITICAL FACTORS
- it is a members only association, and the members can only be art dealers, art consultants, gallerists or art advisors so people wanting to apply have to fill out an application form to prove their job status
- they often hold exhibitions where they sell artist's work so copyright laws have to be addressed
- the pop up galleries are often done in unused buildings, so permission from the owner or government is necessary 

ECONOMIC FACTORS
- money comes into the association through the membership fee which is about £200
- the art dealers sell artist's work through the exhibitions, so a percentage of the profit goes to the art dealer
- money is needed from the association to pay rent for the empty spaces used for the exhibitions and pop up galleries

SOCIAL FACTORS
- the association is about connecting women art dealers, consultants etc. and allowing networking between professionals to happen
- they focus on new, emerging artists who have not yet been established to give them an opportunity to present and sell their work which wouldn't be possible in one of the big galleries

TECHNOLOGICAL FACTORS
- the fact that the exhibitions are often 'pop up' and are held in empty spaces all over London and New York makes it very accessible to people to visit and see the artwork
- social media means it is easy for the association to meet up, talk about future exhibitions or new artists that have ben discovered. It also means the exhibitions can be advertised efficiently 

STRENGTHS
- the association is made up by a large group of women who are all networking and discussing new art and possible business ideas, so new exhibitions are held frequently 
- the constant change in scenery for the exhibitions means that it is always new and exciting, and it is only up for a short period of time so it gets a lot of attention while it is up as people don't want to miss out

WEAKNESSES
- setting up the galleries takes a lot of effort and possibly money, especially if the building is not in the best condition before the exhibition

OPPORTUNITIES (they have taken)
- when wanting to set up the pop up exhibitions they have taken opportunity from buildings that are not being used and pay to rent them out for a short period of time
- they recognise strengths in new emerging artist's work, see whether there is a selling point there and agree to take on their work to exhibit
- they are constantly meeting new art dealers, curators, consultants that they can make business deals and partnerships with 

THREATS (they face)
- the council could have a problem with exhibitions being set up in certain places
- the exhibitions might not get enough attention in time and the turn out of visitors might not equal out to the cost spent on creating the pop up 
- the art being sold might not be popular with the people visiting, considertions of the area the exhibitions are being held is important; looking at the specific market.