Gideon Seymour’s ideas tend to involve artistic talent – and now he is channelling that into helping people gain employment.

The director of Bradford arts development organisation Fabric, Gideon has launched the Emporium of Dreams, in a city centre base styled on an-old-fashioned apothecary. Shelves are lined with jars of “self belief” and “untapped potential”, aimed at encouraging young people to follow their ambitions and aspirations.

Launched as an alternative to conventional careers advice, the Emporium of Dreams in a former retail outlet site in Market Street aims to inspire young people to explore their potential and not to become jaded by being pushed down career paths they don’t want, solely to suit employers.

Haworth sculptor Craig Dyson, whose striking light bulb sculpture takes pride of place in the Emporium of Dreams, is one of those helped by the service. The 23-year-old had intended to pursue an arts degree at university, but found it wasn’t for him. He is now making a name for himself practicing his art in his workshop, showing that you don’t have to be a graduate to be successful.

Concerned that young people may be forced to boycott their ambitions and end up following career pathways they wouldn’t necessarily choose, Gideon came up with the idea to create an artistic space to encourage people to consider their future.

The idea behind the Emporium of Dreams was born out of a conversation he had with Helen Barraclough from Space Connections, an organisation which was involved in the Bradford Science Festival. Both have children who are about to take GCSEs.

“If you get any careers advice it tends to reflect the results of SATS and GCSE assessments and goes into an algorithm,” says Gideon.

“My father was a footballer, actor and a journalist. I was never any good at football and I couldn’t act. I got interested in going into journalism when all the major changes were going on, lots of redundancies so no opportunities. Where do we find out what is available, and what is possible?

“If you put that in the context of Bradford we have got young people who, in some cases, have parents who have never worked or in some cases, grandparents who have never worked. What is their outlook on career, employment, the future?

“We have whole generations who are not getting exposed to what is out there and it is a pretty narrow approach.”

What about the graduates who have degrees yet have been unable to secure employment in their chosen field?

“We can’t solve everything, but why not create an environment which encourages people to think differently?” says Gideon.

Working alongside Participate Projects, which works with companies to transfer skills into community initiatives, the Emporium of Dreams encapsulates creative thinking through artwork. The place is full of intriguing items, including a mural spanning one wall illustrating Bradford’s historic wool wealth. The mural and fabric Sandman character, Ole Luk Oie, carrying his bag of dreams, are the work of artists Morwenna Catt and Lucas Stephens. Graphic designer Karen Wood from Freeman Grattan Holdings has also contributed her artistic talents to the project.

A Martian landscape, made from polystyrene, sand and paint, and remote-control space buggy are the work of Keighley’s Star Centre.

Sections of a Tardis waiting to be assembled add to the steam punk theme emerging in the decor.

An airship ‘crash-landed’ through the ceiling with its basket below is designed as a counter area for people to drop in here when it launches at the end of May, and the opening bow of a ship emerging from the wall offers visitors a quiet place to reflect and consider.

Upstairs is intended as an educational resource offering workshops and catering for school visits.

“People’s lives don’t run in straight lines. Some people have a clear idea they want to be a doctor, for example, and they go for it and it happens for them and that’s fabulous, but lots of people don’t have a clue. We want to help those people find their way into whatever that is,” says Gideon.

“The whole point of the Emporium of Dreams is about listening to what people want to do and helping them make the first practical step.”

Adds Craig: “I think it’s superb. This is exactly what is needed, something a bit unconventional. The creative arts or physical things are often put to one side and regarded as an easy route, which is not the case.”