Joy from Africa to The World is Festive Celebration of African Creativity

The V&A Waterfront has unveiled its festive decor theme ‘Between the Mountain and the Sea’.

The V&A Waterfront’s 2023 Joy from Africa to The World festive campaign showcases a diverse range of large-scale visual installations and showpieces. Each installation highlights traditional handcraft, merging it with contemporary design and circularity. Featuring bursts of colour and intricate detail, every part of this project is firmly rooted in sustainability.

Over 20 teams of local crafters, designers and artists have upped the creative ante to bring the theme, Between the Mountain and the Sea, to life. The theme pays tribute to Cape Town’s stunning landscapes, iconic landmarks, and unique culture, which make it a world-renowned destination.

“Our sustainability journey began at the end of 2017 with our public announcement that the Waterfront would do all it could to eliminate plastic waste from our property,” explains Tinyiko Mageza, Executive Manager of Marketing at the V&A Waterfront.

“Using that environmentally sustainable microscope, we questioned the need for mass-produced festive decorations that all look the same, imported, and end up as waste in landfills. This was unconscionable as we have such rich creative talent to draw from right on our shores. Now Joy from Africa channels investment towards independent artisans, small local art, craft and design businesses and creative communities. This collective of partners in turn helps us create far more sustainable, unique and compelling festive displays that reflect our heritage and support the mission to restore the relevance of African craft; often passed down through the generations.”

Every year, existing displays are repurposed and new creations are added to the mix. In some cases, displays are recycled and reimagined to create entirely new creations so nothing is ever wasted.

The installations are curated by Platform Creatives who work with a network of designers, makers, manufacturers and artists. Their mission is to mentor and support local creative industries while championing sustainability, encouraging conscious procurement and maintaining a socially motivated drive to build circular economies.

“There’s an extra level of ingenuity and fresh talent from young designers that has come through this year. We are seeing a determined shift to sustainability among younger generations. It’s been wonderful to see how creative young people are engaging with the materials, learning from each other and collaborating with the creative brief in efficient ways with sustainability at the heart of it,” says Cathy O’Clery, the company’s Creative Director.

This year’s creative theme ‘Between the Mountain and the Sea’ was inspired by Cape Town’s unique sense of place, biodiversity, and environment.

“The V&A is positioned between the Table Mountain and the Atlantic Ocean. The artworks this year are a celebration of Cape Town; which is constantly voted as one of the most beautiful cities in the world, and the unique position of the V&A Waterfront as a main attraction. What inspires me about Joy from Africa to the World, is that we set ourselves new challenges in design and creative thinking with diverse teams of metal workers, designers, weavers, woodworkers, beaders, to illustrators – all working together and learning from each other,” explains Cathy.

“Since its inception, the award-winning Joy from Africa to the World collaboration has been intentional about ensuring that every partner and individual on the project is credited and invited to see their work showcased at the V&A – something that rarely happens as their craft is often shipped off to private homes, exhibitions, museums often abroad. Beyond the socio-economic impact, the pride everyone feels when they see the finished installations and the imprint they have left on each of the showpieces once they are stitched together, is what really makes this project even more special” Says Tinyiko.

The Joy from Africa to the World 2023 makers:

ILLUSTRATORS

• Joh Del
• Studio 99Perspective
• Mo Art Studio

GRAPHIC DESIGNERS

• Dixieland

MAKERS NEW INSTALLATIONS

• Ashanti
• Master Wire and Bead Craft
• Kieskamma
• Monkeybiz
• Makombe Arts
• Bongolomba Carvings
• Africa Art
• Embrace Collective
• Jacques Potgieter
• Ronel Jordaan
• Boabab
• Imaterial
• Modern Gesture
• Re.Bag.Re.Use
• Art Club and Friends
• Good Good Good

For more information and to view a full list of this year’s activities, visit the V&A Waterfront website.