Creative Spark is a British Council programme aimed at developing enterprise education. Mediamax will provide updates on the implementation of the programme in cooperation with the British Council. 

Today’s story is about Tumo Studios.

Czech Republic-Armenia

When Czech designer Lenka Kohoutova received an invitation from Tumo to work with Armenian students, she was surprised. Although the idea seemed inspiring, the decision to leave her apartment in Prague and go to Yerevan was difficult to make.

“I didn’t know if I should do it. I asked myself the same question in the morning and at night. I started researching Armenian history and found out a rich culture, and I thought that it is simply a sin not to use it in textile or accessories design. That is why I am here,” said Lenka.

Lenka Kohoutova

Photo: Mediamax

Her schedule is packed with workshops at Tumo Studios. The founder of Cockerel works with the students on design and tailoring of woolen clothing and household items.

From brainstorming to design and production – the students get the whole experience.

“This is our goal: what we create should be easy to sell. It should be in demand and represent Armenian art and the history of its development. We are studying Armenian needlework to figure out how we can use it in modern fashion pieces,” she said.

“Creative Spark” in Tumo 

Maral Mkrtchyan is Manager at Tumo Studios. She noted that Tumo joined the Creative Spark programme a bit late, but it was still an exciting prospect: finally the students had the opportunity to put their theoretical knowledge to practice.

Photo: Mediamax

“In cooperation with Norwich University of the Arts, we will teach our students to work on canvas. The British experts will come to Yerevan and work with our students to create textile with Armenian motifs and elements, which the students will take to Norwich,” said Maral.

She hopes that they’ll be able to pitch the students’ works and sell them. That is when the students will use their entrepreneurial knowledge.

Photo: Mediamax

“Only practical application of the knowledge will make it easy for the students to understand entrepreneurship, teach them to accept their style and love it,” added Maral.

A word from the students

Gayane Zalibekyan, student at Tumo Studios

“My theme is the Velvet revolution. I collected everything I saw in the streets at that time. Currently, I am making a box that I can later include in my portfolio. 

Gayane Zalibekyan

Photo: Mediamax

This programme has given me a lot. I am studying printing, raw materials and clothing, and how I can bring it to the market.” 

Armine Sahakyan, student at Tumo Studios

“My sketches are based on the blue “Yeraz” car, which is at the core of my childhood memories. When I came to the fashion studio in Tumo, the first thing I wanted to do was to revive them. I grew up in a large family and we barely fit in one car during summer trips. 

Armine Sahakyan

Photo: Mediamax

We would go to Sevan, leave our clothes in the car and run to the lake. When I was in that car, I always felt protected, loved, free and happy.

I want to capture that feeling for everyone who buys my works.”

Sona Hambardzumyan, student at Tumo Studios

“I’ve already made a very important conclusion: if you want to sell a sketch, choose the theme carefully. 

Sona Hambardzumyan

Photo: Mediamax

I chose the contradictions between traditional Armenian and modern fine arts, now I need to translate it into a product.”

Creative Spark is a five year initiative designed to support international university and institutional partnerships to develop enterprise skills and creative economy across seven countries in Central Asia (Kazakhstan, Uzbekistan, Kyrgyzstan), South Caucasus (Azerbaijan, Armenia, Georgia) and Ukraine through UK support. 

Due to the success of year one of the Creative Spark, the British Council announced it would fund a further 12 international partnerships. Each partnership will receive a maximum of GBP 40,000.

The applications for the grant will be accepted here from April 1 to May 12, 2019.

Lusin Mkrtchyan

Photos: Emin Aristakesyan 

The series about “Creative Spark” on Mediamax.am is supported by the British Council.