(Cape Town, 10 December 2024) – The festive season is upon us, and Africa’s most visited destination, the V&A Waterfront, is ready to transform into a vibrant celebration of local artistry and culture with the sixth iteration of its Joy From Africa to the World initiative, themed ‘Between the Mountain and the Sea’.
Each year the passionate hands of local artists and crafters collaborate with the V&A Waterfront to create a joyful atmosphere that embodies the essence and creativity of Africa with the colourful festive decorations displayed across the property.
“For six years Joy From Africa to the World has not only been about celebrating local craftsmanship, but about making a real and meaningful impact on the those that bring the neighbourhood to life,” says Tinyiko Mageza, Executive Manager: Marketing at the V&A Waterfront.
The initiative has positively impacted over 300 small businesses and crafters in South Africa to date. This year, more than 50 have been involved, working for months in the lead up to the festive season to bring the concepts to life. Three of these, whose contributions truly embody the spirit of creativity and community, include:
Known for its handwoven artisanal lampshades and bespoke handwoven pieces for custom projects, Ashanti Design has been part of the Joy From Africa to the World journey since 2021. Currently employing 16 permanent staff and two freelancers for the showcase, spokesperson Vanessa Steyn highlights the heart of the project through growth and times of adversity.
“We believe in employing local artisans because we would like to ensure that traditional techniques are preserved, while also providing sustainable livelihoods in and around Cape Town,” says Steyn.
After facing a significant setback when their facility caught fire recently, the Ashanti team not only persevered but thrived.
“While an incredibly tough period to work through, we are very proud of the fact that we have been able to retain all our permanent staff – all of whom found encouragement and motivation despite the incident.”
Ashanti Designs recently opened a new store in the V&A Waterfront’s Watershed and as part of the Joy From Africa to the World initiative, the brand continues on a positive trajectory.
“It was so much fun to work on this project,” says Vanessa Akafomo, one of the weavers from Ashanti. “The theme ‘Between the Mountain and the Sea’ allowed us to interact with many people and learn about the diverse cultures and heritages that exist between the mountain and the sea.”
Cape Town Society for the Blind
Having provided training and employment opportunities for blind and visually impaired persons since 1929, the Cape Town Society for the Blind produces beautifully crafted baskets, furniture and other woven products using cane and acrylic yarns.
Taking part in this year’s Joy From Africa to the World initiative , they enlisted the help of six small business units providing these talented individuals with a platform to showcase their work and gain recognition in a broader market – displayed across the V&A Waterfront.
“We are fully committed to increasing our small business units and developing additional skills within the crafting sector, which is why most of our blind and visually impaired all operate their own small businesses on the premises,” states Charlene van Niekerk, Sales Representative for the Cape Town Society for the Blind.
Speaking on the impact of this project, van Niekerk adds “As the main purpose of our organisation is to create sustainable wellness to blind and visually impaired persons, through this year’s campaign, six of our crafters were able to empower themselves and make an income.”
Michael Prinsloo, one of the crafters, reflects on his experience, saying, “It was a good challenge and something new and exciting.” Cole Claasen, another crafter, adds “This was my first time working on the Joy From Africa to the World project, and I get excited just picturing my work being showcased at the V&A Waterfront for everyone to see.”
Nestled in the heart of Durban, led by the talented Zinhle Msweli, My Basket Shop has been a beacon of creativity and empowerment for three years. Specialising in handmade baskets crafted from palm leaves, this collective not only showcases the rich cultural heritage of the region, but also uplifts local communities.
Msweli and her dedicated team – Zama, Phume, and Dudu — are all women artisans who work full-time to bring their unique visions to life. Their journey has been transformative, pushing them beyond their comfort zones and inspiring innovative designs that reflect their personal stories and experiences.
“The Joy From Africa to the World project has challenged us to think outside the box and explore new creative avenues,” Msweli shares. “It’s not always easy, but the impact and awareness we are bringing to our community and ourselves is truly rewarding.”
Through their artistry, they have been contributing to the economic growth of rural areas in KZN and exemplify how local talent can thrive when given the opportunity and support, making a meaningful difference in both their lives and the community at large.
The mission of Joy From Africa to the World remains one rooted in the continued investment in and support of independent artisans and creative communities.
“Our goal is to create sustainable displays that not only celebrate our culture but also support those who bring it to life,” says Mageza.
The Joy From Africa to the World initiative invites everyone to experience the beauty of local craftsmanship while supporting those who contribute to its success with installations displayed throughout the festive season until January 2024.
ABOUT THE V&A WATERFRONT
The V&A Waterfront is an iconic mixed-use destination located in the oldest working harbour in the Southern Hemisphere. With Table Mountain as its backdrop, the 123-hectare neighbourhood sits within the beautiful city of Cape Town, welcoming millions of people from all over the continent and the rest of the world. The V&A is a symbol of heritage and diversity, where people from all walks of life can play, live, shop, dine and work while immersed in the vibrant spirit and authentic local culture that thrives in this bustling ecosystem. It sees its role on the continent to be a platform that facilitates and champions art and design, to support entrepreneurship and innovation, lead the charge on sustainability, and drive positive social and economic change. By prioritising people and the planet, the V&A is an example of how working with communities, respecting the environment and operating with passion and integrity is a better, more productive and kinder way of doing business.
Since embarking on this journey of sustainable development in 2008, the Waterfront has reduced its water consumption by 61%, invested R38 million into energy efficiency projects, reduced its carbon emissions and diverted 1595 tonnes of waste from its landfills annually. The 123-hectare mixed-use Waterfront neighbourhood, incorporating the oldest working harbour in the Southern Hemisphere, is one of Africa’s greenest precincts, with Diamond Status (through the Heritage Environmental Rating Programme), and South Africa’s greenest shopping centre.
Past accolades for Joy from Africa to the World include:
- Two Absa supplier development awards – 2020 Newcomer award and local manufacturing and the innovation award in 2021
- 23rd BASA Awards – innovation award
- GSB University of Cape Town case study for post-graduate students
- World Tourism Market World Responsible Tourism Awards – global award for sustaining employees and communities through the pandemic
- 2021 Loeries Gold and Grand Prix Awards
- 2021 PRISM Award
- 2022 PRISM Award
- 22 Marketing Achievement Award
