AuDITIONS SA 2011 Entry Kit

GOLD DESIGN COMPETITION 2011-2012

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INTRODUCTION AngloGold Ashanti has consistently encouraged excellence in gold design since its inaugural South African gold jewellery design competition 12 years ago. Previously, the competition theme was built on the notion of Urban Tribes. This unusual brief was in line with the global trend of defining urban social groups according to their interests, passions and social networks rather than their demographics. Today's tribes are more a chosen alliance than an ancestral birthright - especially in cyberspace.

The latest competition brief takes the Urban Tribes concept one step further. The characters that emerged from the AuDITIONS S.A. 2009/2010 competition brief planted the seed of an imagined world. This has blossomed into Streets of Gold: The Musical – a theatrical experience that blurs the boundaries between the past, the present and an unexpected future.

To view previous local and international AuDITIONS collections, visit our website on www.goldauditions.com.

Live, breathe and immerse yourself in the world of Urban Tribes 2.0. As design inspiration for the new season, we present three familiar character archetypes and three new ones.

Your challenge is to let the imagined world of the Urban Tribes 2.0 character archetypes inspire you to dream freely, while letting their personalities keep you focused on the “who” and “why” of your design motivation.

To help remind you that you are designing for a specific client’s needs, each of the character archetypes not only has a personal history, but all the character’s lives and stories are intertwined.

We hope this will encourage a deeper appreciation of the design process and a thirst for additional research so that your design can inhabit our virtually real world.

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I C HARACTER ARCHETYPE NUMBER

Cassandra

the futurist

Part eco warrior, part visionary, committed revolutionary, and staunchly anti-establishment.

Her somewhat cynical view on the world remains unchanged but she has learned some hard life lessons since we last met her. As a result, she is even more resolved to fight injustice (in whatever form) and more determined to maintain her values. She believes more than ever in the concept of gold as mutable and as a form of personal collateral.

DESIGN DIRECTION 01 - Steam punk

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YOUR BRIEF The competition brief is designed around six character archetypes, and three design directions:

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Steam punk

02

Dual purpose/ collaborative

03

Bold, sleek, uncluttered

WHAT TO DO Tell a story through your design. Select two character archetypes as your clients and design one element for each. Your entry should consist of one statement jewellery piece and one accessory. Each of your designs should be matched with the chosen character archetype and associated design direction. Your design should add texture to your character's narrative - make it relevant to the archetype you have chosen and ensure you are able to tell the judges why your design suits the life story of the character archetype.

HOW TO DO IT Bring the design theme to life. Judges will be looking for designs that adhere and relate to the personalities of the selected character archetypes and will favour designs that stretch the imagination and embrace the associated design direction.

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II CHARACTER ARCHETYPE NUMBER

Sheraldine

the upcycler

A resourceful, self-taught, creative, problem solver who makes the most of every situation she encounters. Her mom was the Von Higgins’

housekeeper, and as the family’s coloured love child, Sheraldine was denied her true heritage as Lily’s half-sister. She is an aspirant jewellery designer but has spent her life living hand to mouth. Despite the difficulties she’s experienced, she’s a positive and resourceful woman who gets on with her life without complaint. She buys old jewellery from pawn shops and melts the gold down to design her own pieces, which she sells at various craft markets to make ends meet.

As she is self taught, she is always eager to learn design and manufacturing skills from the other people she meets at craft centres.

DESIGN DIRECTION 01 - Steam punk

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DESIGN DIRECTION 01

THE 3 DESIGN DIRECTIONS

Steam punk

A hybrid of Victorian and industrial era design, fused with the science fiction gadgets and machinery described in Jules Verne novels. An intricate, decorative design direction suitable for designers who like to fuse futuristic functionality with retro design references.

DESIGN DIRECTION 02

Character archetypes: Cassandra & Sheraldine

Dual purpose/ collaborative

Pieces in this direction should have a dual function (eg: a section of a neckpiece that detaches and can be used as an accessory or functional object). The designer could collaborate with another designer across disciplines (eg. a fashion, graphic or industrial designer).

DESIGN DIRECTION 03

Character archetypes: Ngudu10 & Florence

Bold, sleek, uncluttered

Purist and unapologetically larger than life, this direction is suited to designers who strive for sleek, clean lines, and are able to pursue the courage of their convictions by designing bold pieces that make visual statements either through their perfectly considered proportion or sheer, simple elegance.

Character archetypes: Lily von Higgins & Shiromani

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III CHARACTER ARCHETYPE NUMBER

Ngudu10

robin in da hood

An urban player driven by the injustices of social inequality and the desire to make a meaningful statement. He embraces his urban life, has grown in political consciousness and now feels it important to make a statement that

speaks of new attitudes and social acceptance. He has started hanging out with labour union leaders and has become a champion of labour rights. During his time spent in metal workers' workshops he discovered an unexpected passion for industrial design.

DESIGN DIRECTION 02 - Dual purpose/collaborative

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WHAT’S IN IT FOR YOU?

prizes worth

R232 000!

Fame in the form of recognition and the following prizes: ¶¶ Overall winner’s prize to the value of R60 000 ¶¶ Second prize to the value of R30 000 ¶¶ Third prize to the value of R20 000 ¶¶ Technical Excellence Award to the value of R20 000 ¶¶ Finalist prize to the value of R2 000 for each finalist selected ¶¶ Grant Awards to the value of R100 000 ¶¶ Jewellery Council of South Africa Chairman’s Award (sponsored by the JCSA) ¶¶ Finalists are widely acknowledged for their design talent through global promotions, publicity and exhibitions

Note:

¶¶ Prizes awarded to students (amateurs) may not be redeemed for cash (in whole or in part) and will be allocated for educational or developmental purposes in consultation with the designer.

WHY ENTER? ¶¶ Entry is open to all designers (jewellery or any other design disciplines). ¶¶ Entry is simple. Complete the entry form, draw your jewellery designs, prepare your technical drawings and submit all by the deadline. AuDITIONS will provide guidance where required. ¶¶ Entrants will have the opportunity to attend an AuDITIONS Gold Seminar sponsored by AngloGold Ashanti. ¶¶ AngloGold Ashanti will provide the gold for the manufacture of the finalists’ designs. ¶¶ AngloGold Ashanti will provide sponsorship for the manufacture of the amateur and professional finalists’ designs.

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Florence

mama biz

IV CHARACTER ARCHETYPE NUMBER

She is a self-made millionaire who started her life in grinding poverty and trained as a nurse to help the poor communities from which she came. She has long fought against the injustice of a corrupt healthcare system, and set up complex underground distribution channels (technically illegal) to get life-saving drugs to those who can't afford them. She has impeccable taste, abhors brash opulence and has always nurtured a dream to become an interior designer. She credits her success to her multi-disciplinary mindset.

DESIGN DIRECTION 02 - Dual purpose/collaborative

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CREATIVE BRIEF ¶¶ Use any two character archetypes as a design and client reference. ¶¶ While you may submit as many entries as you wish, please do not submit more than two designs per entry form. If you want to submit more than one entry, please photocopy the entry form. ¶¶ Part 1 – Statement Jewellery (Compulsory) Using the associated design direction, design a bespoke piece of statement jewellery that is relevant to your selected character archetype. Your statement jewellery design should be beautiful, bold and expansive – the judges will be seeking designs that make a statement when seen on a ramp or from a distance. ¶¶ No entries consisting only of Part 1 will be considered. ¶¶ Part 2 – Accessory (Compulsory) Using the associated design direction, design a gold accessory that could be commercially produced and that is relevant to another character archetype. Your accessory design should be functional, flamboyant and exciting. ¶¶ No entries consisting only of Part 2 will be considered. ¶¶ Entries will be judged on suitability of the design to the selected character archetype's lifestyle. ¶¶ Part 1 and Part 2 will be judged separately. ¶¶ You have to submit two renderings (Part 1 and Part 2) along with basic technical drawings for each, to form one complete entry. part 1 statement jewellery

part 2 gold accessory

part 1 render

part 2 render

part 1 technical

part 2 technical

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V CHARACTER ARCHETYPE NUMBER

Lily von Higgins

the princess

A grown up princess with a cynical edge who uses her wiles to manipulate everyone around her. She is the daughter of Prefect Von Higgins and had a difficult relationship with her powerful mother. As a result, she used to pout or sulk to get what she wanted, then turned on her saccharine charm once she got her way.

However, Lily has changed since we last saw her. She’s had a traumatic time, been seriously betrayed and is now less naive, more grown up and perhaps even more manipulative than before. She has realised that in life collaborative efforts can be very rewarding as she seeks new friends she can trust and inspiration to reinvent herself... And even she tries to do some social good (but only once her own needs are satisfied). Her personal style has changed with her new outlook on life: It’s confident rather than pretty.

DESIGN DIRECTION 03 - Bold, sleek, uncluttered

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JUDGING CRITERIA Designs must meet the following criteria: ¶¶ Theme> The design must be appropriate to the chosen character archetype. ¶¶ Original> The design must be original. It may not have been publicly displayed or entered in any other design competition. It should not closely represent any previous AuDITIONS designs. ¶¶ Innovative> The design should be innovative. Innovation is achieved by creating a design that is novel, well thought out and stylised. Be sure not to make naïve or literal interpretations, as the judges are looking for well-developed design ideas. ¶¶ Practical> The piece should be practical to manufacture, functional and easy to wear. ¶¶ Weight Restriction> Each of your pieces may not exceed 500g of 18ct gold (yellow, rose and white gold are permitted). Please note that designs not conforming to this requirement will be disqualified. ¶¶ Quality of Manufacture> This criterion applies to the final judging of the finished pieces only, and will refer to the quality of the workmanship, soldering, assembly and finishing, as well as to the efficient use of gold.

Be creative when deciding on manufacturing and finishing techniques. Surface treatment is an important consideration and could include polished, satin, matt, brushed, hammered, filigreed, frazered and granulated textures. ¶¶ Materials> Designs may not include the following materials: diamonds, gemstones, pearls, ivory, elephant products, tortoiseshell or any materials from endangered species.

Do think about using some other materials such as wood, resin, fabric, lacquer, perspex and enamel to name a few. Remember that gold must remain the hero of the piece. Other materials should complement the gold and the overall design but should not draw attention away from the gold.

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the connector

Shiromani

VI CHARACTER ARCHETYPE NUMBER

A global player and super-connected business scion with a penchant for precious collectables. He is a traveller, an urban nomad who appears quite suddenly, but then skillfully integrates himself into disparate social networks; playing the field until he chooses one that will serve his purposes best. As a result he has accumulated extensive mining, publishing and political in interests. His immense wealth has enabled him to collect objets d’art, specifically in gold, which he sometimes uses as collateral in his many business dealings. As he buys whatever his heart desires, he has started commissioning striking gold pieces, which are the antithesis of his ornate gold collection (he has enough Faberge eggs).

He melts down the pieces he has tired of and commissions new designs using the gold, which also reflects his nomadic and transient life.

DESIGN DIRECTION 03 - Bold, sleek, uncluttered

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DESIGN SPECIFICATIONS ¶¶ Entries may be submitted in the name of an individual, more than one individual, or a company. In the case of the latter, all credits for publicity purposes will be in the name of the company. ¶¶ Designs must be original creations and may not have been offered for sale, publicly displayed or entered in any other jewellery design competition. ¶¶ Good drawing is desirable but not essential. It is the design idea, not the rendering, that is being judged. ¶¶ All renderings and technical drawings must be made on plain white paper and mounted flush on A4 cardboard (297 x 210mm) without any border. ¶¶ Renderings should be to scale or large enough to show the detail of the design and preferably be three-dimensional. ¶¶ Each rendering should indicate the type of item (eg. neckpiece, bracelet etc.) on the face of the design. ¶¶ Each rendering should indicate the name of the character selected on the face of the design. ¶¶ Submissions may not reflect any personal identification on the face or on the back of the rendering/presentation board. ¶¶ Each rendering must be accompanied by a technical drawing detailing the types of finishes, the materials used, manufacturing techniques and an estimate of the weight of the piece. ¶¶ Entrants must retain copies of their designs and technical specifications. Should you be selected as a finalist, you will require these for working purposes. ¶¶ Designs not conforming to all of the above will not be accepted.

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HOW TO ENTER To enter AuDITIONS South Africa Urban Tribes 2.0 you must submit the following: ¶¶ The entry form (or a photocopy thereof), completed in full and in English. Do not leave any areas of the entry form incomplete. ¶¶ A motivation for your designs, describing the selected character archetypes in less than 20 words. ¶¶ The design renderings and technical drawings for Part 1 and Part2 as outlined above. ¶¶ All entries must be received by Wednesday, 25 May 2011 ¶¶ Entries should be hand delivered rather than posted if possible. ¶¶ All designs should be addressed and delivered to: AngloGold Ashanti AuDITIONS S.A. Attention Claire Edwards Hand delivery: Postal delivery: 76 Jeppe Street PO Box 62117 Newtown Marshalltown Johannesburg 2107

JUDGING ¶¶ A panel of judges will be selected by AuDITIONS and will include a representative of AngloGold Ashanti. ¶¶ All renderings submitted will be judged individually. ¶¶ The finalists’ designs will be manufactured and then submitted for the final judging. ¶¶ The judges’ selection will be final. All entries will be judged on merit and judges will not know the name of the designer. ¶¶ First, second and third place prizes will be awarded.

NOTIFICATION TO FINALISTS ¶¶ Finalists will be notified in June 2011 and an official announcement made at the awards event which will be held in early 2012. ¶¶ Design renderings not selected by the judges will be returned to entrants. While every effort is made to handle design renderings with care, AuDITIONS can not accept responsibility for damage or loss suffered in transit.

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PRODUCTION SPECIFICATIONS ¶¶ Finalists’ pieces will be fabricated by a manufacturer appointed and remunerated by AuDITIONS. As far as possible, finalists will be involved in this process. ¶¶ AngloGold Ashanti will supply the gold and the solder for manufacture of the finished pieces. ¶¶ Technical data sheets for gold and pre-alloys will be distributed at the time of manufacture. ¶¶ AngloGold Ashanti will accept no more than a 10.0% gold loss in the manufacture of pieces. The manufacturer will be responsible and liable for any gold loss in excess of this. ¶¶ If, in the opinion of AuDITIONS or the judging panel, the finished piece is not an accurate representation of the original design entry, it may not be accepted. ¶¶ AuDITIONS reserves the right to request technical alterations to the pieces and, if necessary, a reduction in the amount of gold used. These requests will be made prior to the manufacture of the piece, in consultation with the designer or manufacturer, and will not affect the design itself.

PROPERTY ¶¶ AngloGold Ashanti will own all manufactured pieces. ¶¶ AngloGold Ashanti will secure all manufactured pieces during the annual tour of the collection. ¶¶ AngloGold Ashanti will own the copyright relating to design submissions. ¶¶ In the event that AngloGold Ashanti wishes to pursue anything further with any of the designs submitted, the relevant designer/ manufacturer will be notified and a buy-out fee of R2 000 will be paid to the designer.

Closing date for design submissions:

Wednesday 25 May 2011 17

PUBLICITY & PROMOTION ¶¶ There will be an embargo on the publicity of the actual pieces until the formal launch event at the beginning of 2012. ¶¶ Following the launch event, photographs of the finalists’ pieces and articles about AuDITIONS S.A. Urban Tribes 2.0 will be released to the consumer and trade press. ¶¶ AuDITIONS S.A. finalists will be invited to attend the launch event to be held in Johannesburg. Where necessary, designers will be provided with transport and hotel accommodation for one night as guests of AngloGold Ashanti. The AuDITIONS Urban Tribes 2.0 collection, comprising all the finalists’ designs will be exhibited throughout 2012. ¶¶ Finalists may be required to assist in the promotion of the AuDITIONS Urban Tribes 2.0 collection by making themselves available for media interviews/events for the duration of the exhibition schedule. ¶¶ Finalists will be credited for the duration of the exhibition. ¶¶ Manufacturers who donate their time will also be credited in the same way.

2011/2012 TIME LINE 25 May 2011 Deadline for submission of designs for preliminary judging

EARLY JUNE 2011 Preliminary judging of finalists’ designs in Johannesburg, followed by notification to finalists.

19 September 2011 Deadline for submission of manufactured jewellery pieces for the final judging.

End September 2011 The final judging.

Early 2012 AuDITIONS Urban Tribes 2.0 launch & awards event.

THROUGHOUT 2012 Exhibitions and publicity.

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ENTRY FORM ¶¶ Please complete in full, in English. Please print. ¶¶ If you intend to submit more than one entry, please photocopy the entry form. ¶¶ Designs may not exceed the weight restriction of 500g of 18ct gold. ¶¶ This form should be sent to AngloGold Ashanti with your renderings before 25 May 2011.

Professional jeweller

Amateur jeweller

Other profession (Specify):.. ..........................................................................................................

Name of designer(s)/company:. . ...........................................................................................................

Physical address:. . ................................................................................................................................... ............................................................................................................................... Code:...........................

Postal address:. . ....................................................................................................................................... ............................................................................................................................... Code:...........................

Tel (W):(........).. ...................................................................................................... Fax:(........). . ..................

Tel (H)/(after hours):(........). . .............................................................................. Cell:..............................

E-mail:.. ........................................................................................................................................................

Part 1 - Statement Jewellery DESIGN Character Archetype:. . ............................................................................................................................

Type of jewellery......................................................................................................................................

Name your piece: . . ....................................................................................................................................

Explain why your piece is appropriate to the selected character archetype:.. .......................... ..................................................................................................................................................................... ..................................................................................................................................................................... .....................................................................................................................................................................

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Part 2 - ACCESSORY DESIGN

Character Archetype: . . ...........................................................................................................................

Type of accessory:.. .................................................................................................................................

Name your piece: . . ....................................................................................................................................

Explain why your piece is appropriate to the selected character archetype:.. .......................... ..................................................................................................................................................................... ..................................................................................................................................................................... ..................................................................................................................................................................... ¶¶ These designs are original and have not been publicly displayed or entered into any other competition. No diamonds, gemstones, pearls, ivory or any elephant products, tortoiseshell or any materials from endangered species are used. ¶¶ AuDITIONS will appoint a manufacturer to produce my finalist piece/s at its cost. I will endeavour to be involved in this process. ¶¶ I undertake not to exceed the maximum weight permitted in the manufacture of my piece/s and acknowledge that in the event that I do exceed such limitations, I will be disqualified. ¶¶ I am aware that AuDITIONS reserves the right to request technical alterations to my designs and/or a reduction in the amount of gold used if necessary. These requests will be made prior to the manufacture of my piece, in consultation with me or the appointed manufacturer, and will not affect the design itself. ¶¶ If I am selected as a finalist, I will ensure that my finished jewellery piece and accessory are delivered to AngloGold Ashanti on or before Monday 19 September 2011 for the final judging. ¶¶ I am prepared to have my rendering and/or pieces photographed and used for publicity purposes.

¶¶ If selected as a finalist, I understand that AngloGold Ashanti will own my pieces and will be entitled to keep them. ¶¶ AngloGold Ashanti will own the design copyright related to my submissions and in the event that AngloGold Ashanti wishes to pursue anything further with any of my designs submitted, I will accept a buy-out fee of R2 000 to be paid for my design. ¶¶ The photographs, descriptions of and inspirations for the finalists’ pieces of gold jewellery may be used in both publicity and advertising and my name and photograph may be used in connection to these pieces. ¶¶ Should I be chosen as a finalist, I will endeavour to attend the awards presentation as a guest of AngloGold Ashanti with all reasonable subsistence expenses being met including, if appropriate, payment of an economy class return airfare from and to my home base. I may bring a guest, whose travel and accommodation will be my own responsibility. My flight and accommodation costs cannot be exchanged for cash. ¶¶ I will, within reason, comply with all AuDITIONS requests pertaining to the competition and its media coverage within reason and I agree to participate in media events.

Name of designer/ company:. . ...............................................................................................................

Signed: . . ......................................................................... Date: . . ...............................................................

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