This year at Design Indaba, the exhibitors were again treated to a brilliant seminar given by renowned trend forecaster Li Edelkoort. During her talk, she said something very interesting indeed, that perhaps our work in South Africa is becoming too refined, that it is not as ‘African’ as the outside market desires.
Image of Li Edelkoort from TrendUnion website
In order to examine this proposition, I intend over the next few weeks to explore relevant African history and design to ask the question; what does ‘African’ mean in the context of our industry? And, do we allow the outside world to tell us what it is to be African, or do we have the guts to define and express it for ourselves?
Image from Guardian website.
And what better way to begin than to direct you towards a beautiful exhibit being shown at the British Museum at the moment, showcasing sculpture from the ancient civilisation of Ife in modern day Nigeria. This incredible work is so detailed and fine, exhibiting a diligent and fine culture of craftmanship and representation dating back to the 12th Century. More images can be found at the Guardian’s website.
I hope you enjoy looking at the exhibit pictures, and I hope you might be interested in joining me in exploring this question further.
p.s. I know, I’m white and British. What right do I have to pronounce on being African, right?! Well, it isn’t my intention to make grand prescriptions. But I do run a proudly pan-African business, which looks to the principles of the feminist and black consciousness movements for guidance and inspiration, and whose products represent African visual culture. So in my mind, the question is unavoidable. I hope that makes some sense.
Very interesting question, and a very difficult one. Is African design what we show to visitors, and what they expect to see, or is it what we ourselves like and use and understand and want? Is it a style with defined rules and cliches, like English Country Garden, or Scandinavian Modern, or American Rustic? I have no answers, and it creates a sense of unease when I think about it in my work. I’ll be following with huge curiosity!
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