The undertaking reaches from glossy art galleries and well-stocked wallets to the very heart of rural South Africa, where talented but poverty-stricken people eke out a living. They produce authentic South African crafts that tourists and the urban market would like to buy, but to which they have no access and so settle for imported knick-knacks from boutiques, or for imported curios.
One important aspect of the project is that it'll be housed in the Mutual Heights building at 14 Darling Street, a national monument and stellar example of the art deco style.
When it was first built as the Old Mutual head office in 1935 it was the tallest building in Africa and the architects were briefed to make it as imposing as possible.
The art deco theme links all the crafts being made on the project, but is given an ethnic edge by the crafters, be they Zulu, Ndebele, Xhosa or Sotho, whether they're working with mosaics, wood, stained glass or beads.
The interior of the building is already being transformed with retail and residential space and early next year will house an exhibition of works by crafters on the Product 2 Market project.
Kate Miszewski, head of the Old Mutual Foundation, which initiated the project, says: "As an artistic venture this has enormous worth in itself, but as a way of empowering people in remote rural communities to provide for themselves it may just be unprecedented.
"The project is also a good case study in how corporations can use existing assets - like buildings - to help fulfil their social responsibilities.""
The programme is a joint project with the Cape Craft & Design Institute, a non-profit institute dedicated to the development of a sustainable craft sector.
Project manager of the programme Cathy Wijnberg says: "This programme enables profitable access to city markets for rural product. It assists crafters to understand and respond to market needs, teaching them to transform their existing craft into desirable products, which command a presence in the market.
"African style is once again an inspiration for trends in international fashion and home decor - this programme inspires crafters to lead the way, and supports them in their path as they do so.
"As excited as we all are about the artistic aspects of this, the entire ethos of the project is, as it must be, underpinned by creating sustainability and capacity among creative South Africans."
The curator of the project, John-Anthony Boerma, says Product 2 Market is a first in many ways: "Consider the logistics of getting 14 crafters together from across the country, some of whom have never been on a plane or seen the sea before. That's been exciting in itself, but even more so has been seeing these talented people work together and inspire each other."
