Its principal aim was to encourage cooperation between  museums and producers in the partner countries in the field of the cultural industries and, in particular, on museum reproductions and traditional crafts that could serve as a source of creative exchanges and provide economic benefits for cultural institutions as well as for individual producers, artists and artisans.

The project aimed to draw on to the UK experience in product development, business management and marketing.  GACC organised a workshop in product development, business management, and marketing for the specialists from Armenia and Georgia. This workshop was led by Selina Fellowes, a leading UK consultant in income generation in the heritage sector, and Timothy Mason, an arts and heritage consultant in the UK with considerable international experience. One objective of the project was to create new product ranges of museum reproductions and traditional crafts in each participant country.  These were to be presented in a virtual exhibition on a specially developed website. It was hoped that as an extension to the project there might be a possibility of exhibiting the new products at UK or European international gift fairs with the aim of gaining access to international markets.

The long term goal of the project was to turn local crafts traditions into creative and business joint ventures, using the extensive expertise and experience of the UK and other western countries. It was hoped that the merchandise ranges would be sold through various retail outlets such as museum shops, galleries and design-led retailers in the UK and beyond. In the longer term there may also be opportunities for the craftspeople and designers/makers of the three participating countries to work with UK craftspeople and designers/makers through an exchange programme or meeting at trade shows in the UK.