Joy from Africa to the World at V&A Waterfront

by Philip | Dec 2, 2022 | Featured | 0 comments

Meet Tinyiko Mageza, V&A Waterfront’s Marketing Executive

Joy from Africa to the World returns to showcase the continent’s design and artistic talents, and Tinyiko Mageza, V&A Waterfront’s Marketing Executive, tells us how they are re-imagining Christmas at this award wining destination.

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As the V&A Waterfront gears up for its traditional festive season, free of the restrictions of the past two years, it is once again partnering with local artists and crafters to present a visual spectacle of décor installations that will give visitors a warm African welcome.

Tinyiko Mageza explains why, four years ago, they felt the need to question how they were approaching Christmas decorations. It was incumbent on the precinct to use the platform to show the best of Africa and to challenge the Eurocentric concept and notions. Christmas in Africa was not about reindeers, snowflakes and tinsel.

The traditional supply chain was re-focused on crafters from the City and South Africa, while also reaching out across our boarders into Sub-Saharan Africa. it was a case of democratising the supply chain. From approximately 100 individuals in 2019, in 2022 there are more than 200 crafters and artisans working on creating and showcasing Joy from Africa to the World.

No wonder that one of accolades for Joy from Africa to the World includes the World Tourism Market World Responsible Tourism Awards – global award for sustaining employees and communities through the pandemic

Act responsibly and safeguard the environment

Joy From Africa To The World continues to grow as a source of inspiration and a call to action for visitors and tenants alike to act responsibly and safeguard the environment.

Through the initiative, the Waterfront will continue to shun traditional imported tinsel and baubles and plastics for its festive decorations, which so often end up in landfill sites, choosing instead to creatively repurpose and present fresh, original installations every year. Since 2019, artists and crafters from Langa, ImiZamo Yethu, Mitchell’s Plain, Khayelitsha and Philippi, and from as far afield as the Karoo, the Eastern Cape, Mozambique, Zambia, Zimbabwe and Senegal have all accepted commissions to work with local, sustainable materials.

Since its inception, the collaboration with creatives has grown to create 155 jobs and now supports many small local design and craft businesses of which majority are owned by women. The eight NPO beneficiaries the Waterfront works with includes the Cape Town Society for the Blind, and New Crossroads Can.

The initiative has also supported 15 young graphic designers and artists and this year a total of 24 individuals, NPOs and SMMEs have participated in the creation of the theme.

Tinyiko Mageza says, “We give financial support to the many individuals and communities who create our exciting installations, but by exhibiting their work on our property we also offer them a very powerful marketing platform. We are one of the most visited destinations on the African continent, and this upcoming festive should give our crafters the opportunity to showcase their work and open new markets for them.”

Visually, Joy from Africa will be bold, bright and fun. Stylistically, the campaign moves away from basketry to showcasing Africa’s heritage of innovative textiles and pattern design, and this year’s display has bursts of bright colours indicative of a more hopeful future.

The theme for 2022 is ‘where possibilities take flight’.

Fabric and textiles will also be the hero at the Watershed where many of the tenants have participated by creating a colourful display of rope-like chandeliers.

No festive season is complete without a Christmas tree. This year the V&A’s giant tree is a collaboration with Lalela, an innovative arts education programme for at-risk youth, who commissioned their young students to draw self-portraits that will be placed all around it.