NIFF ACTUALS Expanding on the themes explored in Hi-Life, in 2001 Graham Rawle established the Niff Institute, a community of Niff-minded artists and designers, and headed a project to design and create a range of limited edition art pieces called Niff Actuals. Niff ‘s aims were to create art as a readily available and affordable commodity, blurring the distinction between 'high' art and commercially produced merchandise. The products were themed around hobbies and pastimes from the past and played with the notion of functionality. Each ‘It’s My World’ Globe was painted from memory by an artist from the Niff Institute. The Non-Specific Tape Measure accurately evaluated such measurements as ‘knee high’, ‘spitting distance’ and ‘too close for comfort’. The Cut and Paste Jigsaw Puzzle was a collection of non-matching pieces from existing jigsaws and came with scissors and glue to enable the puzzler to make the pieces fit.
Each Niff Actuals piece was authenticated by date, edition number and the coded monogram of the Niff artist who had created it. This hallmarking established a strongly visible corporate identity, while at the same time celebrating the essence of artistic individualism. Niff Actuals were made available through the Niff Actuals website and mail order catalogue. The project reached its natural conclusion when by 2003 all editions in the range had been sold.