Business Spotlight: Elysium

Elysium, a non-profit arts organisation based in Swansea, was founded in 2007 by Daniel Staveley, Ann Jordan and Jonathan Powell. Since then, Elysium has expanded to support artists locally and internationally, providing studio spaces across Swansea and programs worldwide that empower artists to express themselves confidently.

Now, they’re embarking on an exciting new project to transform Swansea’s historic JT Morgan department store building into a vibrant creative hub to enrich the city’s cultural landscape. Elysium is actively seeking funding to bring this vision to life and invest in the future of Swansea's growing and dynamic creative community.

We caught up with Elysium’s co-founder and director Daniel Staveley to discuss the rise of Swansea’s creative industry and its significance for Wales’ future…

Tell us about Elysium?

We opened in 2007, and my co-founders Jonathan Powell, Ann Jordan  and I noticed that Swansea was losing an abundance of creative talent, with few artists staying in the city. Recognising the need for a sustainable and accessible arts hub, we set out to create a place that would nurture, support, and promote the arts in Swansea and beyond, with a strong focus on collaboration and community. Our mission is to provide a welcoming space where artists, enthusiasts, and the wider community can connect, inspire, and experience the power of the arts.

Our first space opened in 2012 on Mansel Street, Swansea, and since then we’ve established over eighty creative studio spaces, three gallery spaces, an education centre, a coffee shop, bar, and venue - spanning four buildings across the city. Today, we’re proud to support over 100 artists across Swansea, while also attracting talent from around the globe, from South America to Finland, through our local, national, and international exhibitions. We're heavily involved in providing opportunities for artists to experiment and push the boundaries of creativity.

We are embarking on a major project to transform the former JT Morgan building in Swansea into a Community Arts Centre.

Tell us about your JT Morgan project.

Many people will remember JT Morgan as a much-loved department store - once Wales’ oldest - but sadly it had to close in 2008. We are in the process of renovating this iconic building into a brand new arts centre space that will soon become a permanent home for all our current projects in the heart of the city. 

With 44,000 square feet to play with, the arts centre will be fully accessible and open to the community, featuring around 60 creative studios and incubator spaces. A key aspect of the project is a secure 30-year lease, ensuring stability and opportunities for long-term growth. With the addition of a new roof and solar panels, the centre will not only support sustainability but also lower maintenance costs, and free up resources dedicated to expanding classes, workshops, and special projects.

 Why is Swansea such a great place for the creative industry to thrive?

Swansea’s a real unique blend of community, natural beauty, affordability, and vibrant arts scene makes it a fantastic place for creatives from all backgrounds.

Swansea’s location on the coast with stunning beaches like Mumbles and Gower nearby, offers a laid-back atmosphere that appeals to creatives seeking inspiration in a relaxed environment. Swansea has a notable sense of community where people support each other rather than compete, fostering collaboration and a friendly, welcoming vibe. Unlike larger cities, Swansea offers an affordable cost of living, which is attractive to creatives who tend to prioritise their passion over any high financial gains.

Despite being fairly small, Swansea has a bustling creative scene with plenty to do: live music, theatre groups, and venues like the arena and the Bunkhouse provide outlets for artists to engage with their community and share their work. The city's easygoing and inclusive atmosphere makes it an ideal place to build a career in the creative industries whilst feeling right at home.

 How is Elysium connecting internationally? 

We take a very collaborative approach to our work and our international collaborations are important to us because they provide Welsh artists with invaluable opportunities on the global stage, supporting their development while fostering cross-border community connections. 

For example, we partner actively with Sample Studios in Cork, Ireland - an Irish counterpart to Elysium, with studio and gallery spaces - through shared exhibitions and online courses accessible to Swansea artists. 

We also collaborate with American universities, sending Welsh artists for two-week residencies in the U.S. and hosting American artists in Swansea. The Freeman Elysium Residency Exchange, in particular, offers Swansea College of Art graduates, especially those from low-income or first-generation college backgrounds, a chance to work in Charlottesville, USA, promoting both personal growth and professional exposure. 

Further expanding our global reach, we have welcomed Finnish artists to exhibitions and workshops in Swansea, with plans to reciprocate by sending Welsh artists to Finland. These partnerships allow Welsh art to gain international visibility while also bringing global perspectives to Swansea. 

In addition, we are passionate about supporting emerging artists by helping them build exhibitions, securing funding, and gaining confidence in their craft. By leveraging personal and community networks, we are able to create meaningful cultural exchanges and long-lasting international connections, solidifying its role as a bridge between Welsh and global art communities.

Why did you join GlobalWelsh and how can we support your business?

Our journey with GlobalWelsh began with a recommendation from fellow creative and jeweller Mari Thomas, who has collaborated with Ruth Davies from the First of March to help artists showcase their work internationally. We felt that joining GlobalWelsh would be a valuable way to gain visibility for our JT Morgan project and promote our Community Share Offer. 

Given the arts funding challenges across Britain, particularly in Wales and Scotland, we’re eager to seek investments beyond Wales. Arts funding often faces cuts, limiting opportunities for creative growth, especially as creative subjects are deprioritized in schools. We know there are many passionate Welsh people around the world who would love to support our project and see Swansea’s creative industry thrive. Many people from Swansea will know the JT Morgan’s building and would love for it to be put to good use once again. GlobalWelsh offers us a platform to raise awareness, make our ambitions known and reach out to those in the diaspora who feel as passionately as we do about this.

We’ve already seen people from London and Bristol drawn to Swansea because of our studios. Through GlobalWelsh, we hope to encourage the Welsh creative community to think globally, build confidence, and engage with a wider world - a vital step for the growth and sustainability of arts in Wales.

What is your Community Share Offer?

Inspired by the U.S. arts funding model, our Community Share Offer invites individuals and businesses in Wales to invest in creative projects, offering returns, community membership, and recognition. This approach aims to foster local pride and ownership in Welsh arts and help secure the project to create much-needed artist studios in Swansea.

We have already secured substantial financial support towards this exciting project, with support from Swansea Council, the Welsh Government, the Arts Council of Wales, and others. 

 What does the future look like for Elysium?

The future of Elysium is focused on bringing the JT Morgan project to life. Elysium is also committed to creating an inclusive environment by incorporating spaces such as quiet rooms and offering support to autistic adults, helping them build confidence and express themselves creatively. The ultimate goal is to establish a lasting legacy for Swansea - a project that will continue long after founders Jonathan and I have retired. The centre will provide future generations with a stable, functional space to continue the creative work, without the need to start over as we have, constantly investing in unsuitable buildings. Thanks to funding from the Welsh Government and Swansea Council, and the support of community shares, this vision will become a reality, ensuring that the arts in Swansea will thrive for decades to come.

Want to get involved and help reinvigorate the iconic JT Morgan building? Find out more about Elysium's project here >> The deadline for responses is 28th February 2025.