Mike Hewson has always struggled with elitist art. For ten years he’s worked on projects in public places. Art for all is his mission. When he started applying retail models of production to art, he created the world’s first modular contemporary painting.

Mike believes artists are notorious for trying to avoid commercial success, and they tend to re-innovate at the point that something becomes successful. Conversely he says: “I’m interested in making a product. It’s deliberately self-deprecating in its packaging. It’s deliberately affordable. Throughout the project I’ve asked, how can I sell paintings at a price point that’s genuinely accessible. What barriers need to be removed?”

The project is a one-off experiment. Mike realises each painting individually, so he feels connected to every single piece, but it’s a gruelling task. Mike says: “My aim is to sell out. Then I’ll decide where I take the project next. The appeal of HewsonClad is partially that it’s a limited thing.”

This is Mike’s first iteration of making permanent architectural cladding materials. He believes cladding is being dominated by shapes that architects find interesting, and he’d like to enter into that area as an artist.

HewsonClad is launching at (Un)conditional IV in Ashburton from 5 – 31 August, as part of the Physics Room’s itinerant exhibition series. (Un)conditional explores how and why we give and receive, exploring relationships from commercial to cultural.