JOY FROM AFRICA TO THE WORLD

The V&A Waterfront showcased a new approach to festive season décor for 2019/20 – one that was beautiful, sustainable – and entirely African.

The V&A Waterfront reimagined the 2019/20 festive season as a celebration of local talent and environmental sustainability. Centred on the theme of “Joy from Africa to the World”, the V&A presented an experience aligned to its purpose of creating the world’s most inspiring waterfront neighbourhood.

Every decoration on display was handcrafted by African artisans using recycled and recyclable materials. A team, with the help of Platform Creative Agency’s Cathy O’Clery and Laurence Brick, mixed modern and traditional pieces to create a rich display of the many intricate crafting techniques handed down from generation to generation. As a result, every cent of the Waterfront’s R16-million investment in the festive décor went back into African economies.

INSPIRING THE WORLD

“As neighbourhood custodians, we wanted to create and curate a space that looks after the interests of the people who come here and the environment, we’re in,” says Tinyiko Mageza, executive manager of marketing at the V&A.

“By partnering with more than 140 African artisans to create a vibrant wonderland made from upcycled materials, we were able to tell a uniquely African story that’s both joyful and inspiring.”

SUSTAINABLE DÉCOR TO SUPPORT LOCAL BUSINESS

“In 2017, we announced our commitment to eliminating single-use plastic,” says Tinyiko. “Our aim is to reduce use by 40% by 2020. This ambitious goal carried into our festive plans for this year. We decided to lead with purpose and prioritise the things that matter most to us.”

The V&A repurposed past décor through the use of wastepaper collected in its waste-recovery recycling centre, and chose sustainable, recycled materials. “We considered our economic impact and dedication to creating jobs. We wanted to support the local economy at every level of our supply chain.”

In addition, it provided a platform for local businesses and entrepreneurs, including Monkeybiz, which empowers women to sell their beadwork. These beaders made the 59 exquisitely crafted creatures that perch around the Summer Palace in the Centre Court.

Wola Nani crafters contributed the papier-mâché planets, trees and upcycled baubles. The Wola Nani trust aims to raise awareness of HIV/Aids through research, advocacy, resources and more to improve the wellbeing of communities and those living with HIV/Aids. Langa-based Our Workshop created the upcycled plastic chandeliers, while the baskets came from artists and weavers from all over Africa. All their work was on display to the over three million visitors who visited the Waterfront over the holidays.

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