Art Jamming inspires customers to tap their hidden artistic potential in business-like Hong Kong

Tucked away in a vintage corner of "old" Hong Kong is Meli-Melo Ltd's Living Arts Cafe, home of the Art Jamming concept (now trademarked). Based in the western end of Wellington Street near Hong Kong's Central area, the pre-war three-storey building (circa 1929) has retained much of its original character and history.

The area has always been an artistic hub, and from the 1930s until the 60s was filled with "cabaret-esque" jazz bars and teahouses. Today, Wellington Street boasts craft shops, art framing stores and old family businesses as well as some of the city's trendiest cafes and restaurants.

"Art Jam is unique to Hong Kong," said director of Meli-Melo Betty Cheung. "We felt that there was a huge creative potential in Hong Kong that was relatively untapped, because traditionally it is a very business and money-oriented city. People rarely take the time to explore their creative side. The Art Jamming experience has now become well known via word of mouth - we have had customers passing through from every corner of the globe."

Relaxed environment

The idea behind Art Jam began as an ad hoc freestyle group painting party, and has now developed into a highly successful creative services company with a list of major corporate clients, including Hermes. Art Jam customers are given a 85 x 120 cm canvas, unlimited acrylic paint, sponges, brushes and spatulas and are let loose with their imaginations. Unlimited "healthy juice" drinks are supplied and would-be artists can also bring their own alcohol to help stimulate the flow of creative juices.

Co-founder Wilson Chik said the company wanted to make art accessible for everyone, in a completely relaxed environment far removed from the traditional cliquey, "stuffy" environment occasionally synonymous with the art world.

"We wanted to bring art alive, to make people relaxed with it and able to tap into the hidden resources of their creative side," said Mr Chik. "We would sometimes go to galleries or exhibitions where people were expected to be silent. To us, art should be more about experience and enjoying it.

"99 per cent of our customers are not "artists" as such and that is great, because it opens them up to a whole new experience. That is the basis of our business - we want to inspire people," added Mr Chik.

The concept has taken off to such an extent in Hong Kong that Meli-Melo plans to expand to other cities in the region, including Singapore and the Chinese mainland.

Related links:
Art Jamming www.artjamming.com