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South Africa has a lot to offer the world. From design to architecture, engineering to weapons, this country has the potential to offer innovative solutions to many of the world's problems.
We’d like to take this opportunity to look at South African design. But first, to truly understand South African design, we need to see it from a South African’s perspective and look at it in that context.
South African Design – From a South African Perspective
South African design – what is it? Well, much like the rest of the country, it’s nothing if not evolving fast. Two years ago we were asking if it even exists. Today we’re establishing genres. It’s difficult to define and yet you can spot it immediately, even in a world where styles are continually merging and cross-pollinating. Contemporary African symbols, colours and methodologies are slowly emerging after years of European and American design style derivatives.
Sure, we can’t undo the traditional Western influences. More to the point, we don’t want to. (For example David Carson’s deconstruction has an important place in a new South African design context.) But, at the same time, it’s important to build a design style that is uniquely South African.
It’s important because the development of South African style will help to forge a unique and unified South African identity. Giving birth to a culture that encourages people to celebrate their own common heritage, rather than looking to Europe or America, will also positively impact social, cultural and economic growth. And that’s starting to happen.
South African design is no longer cheesy, touristy zebra skin motifs, masks and Zulu huts. There is so much more, from Bitter Komix and I-Juicy to SABC 1’s new South African campaign. More and more television adverts are looking more and more inherently South African.
South African Design – Where It’s Going
Europe and America may have a longer documented artistic history and well-established cultural heritage with museums, cities, buildings and institutions ranging from Paris and London to New York and Hollywood. But we think that the world is eager for something new. Something that feels different. Something that grabs you out of your safe and visually complacent comfort zone. Hollywood is too fake, America is too plastic, and Europe is a caricature of its former self.
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