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The Art of the Personal Project


is buyable: yes

Currently out of stock

Order & print ticket Not bookable  

This course is currently fully booked. We will be happy to notify you of availability by e-mail.

64-66 Duke Street, W1K 6JD London
25.04.2020 - 26.04.2020 (10:30 - 17:30)

  • AKGB00000033
Product description: One of the best ways to grow your photography skills and stay motivated,... more
Product information "The Art of the Personal Project"

Product description:

One of the best ways to grow your photography skills and stay motivated, is by building a personal project.This workshop is for photographers who are thinking of starting a project or already have a body of work in progress. Join Olaf Willoughby for what is, in effect, a two day ‘retreat’, where we will
examine the projects of contemporary photographers and immerse ourselves in your ideas and
their potential. Personal projects challenge and identify us as artists and this workshop is
designed to put your vision to work. Be ready to expand the conversation around your ideas.
What is the story you are telling? How does the content and style inspire your audience to share
your journey?

Each participant will benefit from detailed discussion of their ideas and group feedback. For
visualising the overall ‘look’ and discussions on sequencing we’ll have a printer available for
postcard size images. Creating a body of work starts with passion but needs planning and
patience to complete. This workshop will give you the framework and tools to move your vision
closer to the reality of publication.

Month: April 2020
Akademie Category: Intermediate Workshops
Location: Leica Store Mayfair

Be sure to read our T&Cs before booking.

Saturday 10.00am. Attendee arrival Supply of Leica cameras to attendees if needed. Note...more


Attendee arrival
Supply of Leica cameras to attendees if needed. Note this workshop is primarily based in our
conference facilities - shooting assignments are optional and will be assigned as needed.

10.30 - 12.00am
Group introductions
An overview of Olaf’s work, an introduction to creating a project and how to approach to your
visual signature and style.

12.00 - 13.00
Review of the work of each participant. Group discussion, initial feedback and possible actions.

13.00 - 13.45
Lunch/grab a working lunch if we need to work through

14.00 - 17.30
Continue to review the work of each participant. Group discussion, initial feedback and possible
Summary of the key considerations each person will take away for their project.


Regroup, discussion of take outs from the previous day
Making postcard size prints where needed for sequencing options

11.00 - 13.00pm
Olaf shows examples of contemporary project work and discusses the six stages of breathing life
into a project.

13.00 - 13.45
Grab a working lunch
Over lunch, Olaf will share his ideas and experiences in creating photo books and exhibitions

14.00 - 17.00
Discuss the work of each participant in detail, sequencing images, including learnings from the
contemporary projects shown earlier and how they might stimulate further idea development.

17.00 -17.30pm
Summary of implcations for each person to develop further their ideas/body of work.

Thank You! & Close

The majority of photographs taken worldwide are single stand alone images. And there is nothing... more

The majority of photographs taken worldwide are single stand alone images. And there is nothing
wrong with this! However some photographers want to go further and challenge themselves to
create a body of work that exploits the potential of the medium to tell a larger story.
This workshop is for Intermediate level photographers who want to bring their ideas to life in
whatever form; a book, an exhibition, a folio or simply a personal statement to share with family/
friends. The emphasis is on moving beyond the obvious content, energising your photography
and exercising your creative voice and style. It includes a section on Writing and how seeing your
work from this different perspective builds a stronger theme.

Attendees need to be able to do the following:
• This workshop is mainly based in our workshop facilities. Photo assignments are
optional and will be assigned as needed. In which case, participants will need to be able to
confidently take photographs with either their own digital camera and/or a digital camera loaned
by Leica
• Upload, edit and print their photographs using their own laptop or PC (which they need
to bring and access during the workshop)
• For the discussion on sequencing of images, a printer will be available (postcard size 6x4
prints) so that where needed we can see the ‘look’ of a selection of images and discover different
ways of sequencing and their impact.

Olaf is a photographer, writer, and educator living in London, UK. He teaches in the UK and the
USA and his work has been featured in fine art and photo magazines and exhibited in UK, US and
European venues. It has also been endorsed by The World Wildlife Fund in Australia who
distributed 5,000 ebook copies of Olafs’ book, ‘Antarctica, A Sense of Place’ to help raise money
for environmental causes. Olaf has created several other books, ‘Visualising Poetry’ and ‘On
Tongue Tip Turn a Thousand Times’ which combines abstract photography with haiku poetry. He
is a founder member of The Leica Meet a Facebook Group with over 16,500 members and has
been closely involved in their fine art books, ‘A selection of Excellence’.
His interest in storytelling also extends beyond photography. He has spoken on the art of using
storytelling to improve business communications on various platforms in London, Basel,
Amsterdam, Shanghai, Athens, and Chicago.

T&Cs Akademie

Leica workshops are intended for adults 18 years or older. Individuals under 18 years of age wishing to attend must be accompanied by a guardian. The guardian must make the booking on behalf of the attendee, and must notify the Leica Akademie when making the booking.

Leica reserves the right to change any prices, services or other particulars contained in its website or printed materials at any time before entering into a booking. If there is any change, the Leica Akademie will notify the attendee before entering into such a booking.

If the workshop includes lunch, attendees are asked to e-mail the Leica Akademie ( regarding any special dietary requirements when making the booking.

Please refer to all information provided regarding individual workshop details and requirements. Confirmation of your booking will constitute your agreement to the terms and conditions outlined.

Payment and cancellation procedures

Where charges apply, Leica workshops must be paid for in advance by bank transfer or credit/debit card. Refunds for cancellation on the part of the attendee will be given as follows:

Notice received by us

% of price refunded to you.

Twelve or more weeks before workshop date


Six or more weeks but less than twelve weeks before workshop date


One or more weeks but less than six weeks before workshop date


Less than seven days before workshop date




Please note, however, we may make deductions from the price, as described below.

If payment for the workshop is not received in advance, we regret that the participant will not be able to attend.

The Leica Akademie reserves the right to cancel or alter any workshop. All workshop dates and times are subject to change, but Leica will endeavour to ensure workshops are held on the committed dates/times, unless there are exceptional circumstances, such as the tutor being unable to attend due to illness, or other unforeseen circumstances. Leica will inform the participants with as much notice as possible on these occasions.

Should a cancellation become necessary by the Leica Akademie, the attendee will have the choice of attending an alternative workshop (and where this is of a lower price, Leica will refund the difference), or withdrawing from the workshop and, where applicable, accepting a refund of all monies paid for that specific workshop to Leica Camera Ltd.

In the event that the specific tutor is unable to attend due to illness or other circumstances beyond Leica’s control, then the workshop will be cancelled, if no suitable replacement tutor can be arranged.

For complimentary workshops, the workshop will be rearranged to another date and the attendee offered a place on that alternative date.

No cancellation penalties (including travel expenses to and from the workshop, or accommodation costs) will be paid out in the event of workshop cancellations by Leica Akademie. Please check your hotel and travel cancellation policy as this may be affected in the event of a cancellation or alteration to a workshop.


Attendees are responsible for the security and safety of all items brought to a Leica Akademie workshop, and are also responsible for both their own insurance and the insurance of their own equipment. At no time should any items brought to the workshop be left unattended. Leica Camera Ltd does not accept liability for any loss, injury or accident that may occur during a workshop.

Use of Leica Akademie equipment

Please act responsibly when using any Leica Akademie equipment. We recommend, for instance, that refreshments are kept at a safe distance from all electrical appliances.


For workshops where Leica equipment is to be taken off the premises, attendees will be asked for two forms of I.D. on arrival and their full name and address, which will be kept for the duration of the workshop only. This information is required for security and insurance purposes, and will not be passed to any third parties. If two forms of I.D. are not provided, we regret that the participant will not be able to attend.

Suitable forms of I.D. are:

- First I.D. – a passport or UK driver’s licence
- Second I.D. – a utility bill or landline telephone bill showing the attendee’s home address

Outdoor workshops

If you are attending one of our workshops that involves an outside activity, please ensure you bring appropriate outdoor clothing and suitable protection for your camera.

Health & Safety and Security

In attending any workshop, you must comply with the provisions of the health and safety policy applying to the Leica Akademie, and with all conditions and regulations made in respect of the Leica Akademie by the relevant fire authority. Copies of these policies are available to view on request.

You must comply with all guidelines and policies issued to you in connection with your use of the Akademie and the equipment therein. If, in our opinion, we consider that at any time up to and during the Akademie workshop you may cause damage to people or property, we reserve the right to terminate the workshop forthwith and you shall not be entitled to any refund of your fees.

Arrival/departure times

The Leica Akademie facilities are to be found in the basement floor of 64-66 Duke Street, Mayfair W1K 6JD. Upon arrival, please enter through the Leica Gallery or Leica store entrance and make your way downstairs. We request that you arrive no earlier than 15 minutes before the start of the workshop, due to store opening hours and prior appointments. Due to other workshops, events and activities scheduled to take place at the Leica Akademie, Leica requests that attendees leave the Akademie training room promptly at the end of each workshop.


Please note that Leica Akademie group workshops usually take place in our training facility, which is located at the bottom of one flight of stairs (basement floor) at 64-66 Duke Street, as well as out on location. If you have any accessibility needs or any other special requirements to attend a workshop, please contact the Leica Akademie to let us know and we will happily discuss any reasonable adjustments with you, for example, we may be able to run the Akademie from Gallery space on the ground floor.

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