Editorial – the rebirth of Hidden Art

Challenging economic situations demand creative responses, so hats off to Hidden Art, which has found a way to keep itself going after almost being forced into closure at the end of last year.


The organisation, which promotes the work of designers and designer-makers, faced closure after the London Development Agency withdrew funding. For 22 years it had supported designers, helping to build the careers of such talents as Ella Doran, Kay & Stemmer and Jethro Macey.

And now, Hidden Art has been reborn, albeit in a slightly different form. The organisation will operate as an e-shop within the Culture Label website – a base from which to rebuild itself.

Design K Tealight
Butterfly tealight holder by DesignK

Hidden Art director Dieneke Ferguson likens the arrangement to a ‘concession’, adding, ‘We wanted to keep the Hidden Art brand alive’. Culture Label is providing an online home for Hidden Art in return for a cut of the sales – Hidden Art currently boasts around 800 products from 75 designers.

Speaking to Ferguson about the resurrection of Hidden Art, you get a sense not only of her relief that the organisation has been saved, but also an excitement rebuilding it in its digital world. ‘We had no money at all,’ she says, ‘So we were forced to think creatively.’

Black Blum Lunchpot
Lunchpot by Black Blum

Hidden Art is not the only organisation, client or consultancy that has had to rethink its position in the wake of financial uncertainty. It’s a bit of a cliché to suggest that challenging times lead to great opportunities, but in some cases the threat of going to the wall can be the best opportunity to work out why you’re important and how best to do what it is you do.

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  • Catherine Marche Jewellery November 30, -0001 at 12:00 am

    Such fabulous news! A great relief to see that HiddenArt which has done so much for us is still vibrant and alive
    Thank you for all your efforts Dieneke.


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