GUILD cofounders Trevyn and Julian McGowan
The details of Africa’s first international design fair have been unveiled in Cape Town, with the event expected to be one of the key events marking the city’s year as World Design Capital 2014.
The international design GUILD fair, which will be held from February 27 to March 9, will bring together hand-crafted design pieces from over 17 countries spanning four continents.
“More than just a fair for beautiful objects, [the fair] represents the coming together of dedicated, focused curators, designers and institutions who are striving to preserve and provoke exceptional, ground-breaking design,” said GUILD cofounder Trevyn McGowan.
Global participants in the field of design will be coming to South Africa for the 11-day fair, which will be held at a newly constructed exhibition space, The Lookout, at the V&A Waterfront.
McGowan said she was “extremely excited” about the development, which she hopes would galvanise South African designers.
“It’s a great opportunity for the industry,” she told Engineering News Online.
At the event, the Johannesburg-based Origins Centre will display the very first objects produced by man 110 000 years ago in an exhibition entitled, ‘Design Origins Africa South’. This will be juxtaposed with the work of Agents of the 3D Revolution, which will show how innovative international three-dimensional print designers and artists are shaping new technology.
Designers from ten African countries will also have their work showcased.
The fair’s featured designer is Eindhoven-based Nacho Carbonell, who was named Designer of the Future by Design Miami in 2009 and who is known for his distinctive design-art pieces, which challenge conventional perceptions of design.
New York’s 20th Century gallery will present a select group of designers who push the boundaries of art, craft and design, while Milan’s Rossana Orlandi, known as the fairy godmother of design for her trailblasing work with emerging designers, will represent work from Europe. Sao Paulo-based gallery Coletivo Amor de Madre will also bring a Brazilian touch to the fair.
The world’s leading museum of art and design, the Victoria and Albert Museum, in London, will be presenting British contemporary design.
McGowan believes there is great scope for growth in the design industry.
“Globally there is a rapidly expanding arena for handmade, limited-edition design, fetching record-breaking prices at fairs and auctions. This category is highly sought out by museums and collectors.”
While very talented, South African designers have to compete in an extremely tough international market, where price, distribution and quality are key.
“We need to focus on anticipatory design rather than following the trends in Europe,” said award-winning South African designer Porky Hefer, who has recently been to two significant international design fairs in Milan and Basel.
He urged the South African government to give more incentives for design in South Africa.
The international design fair, which hopes to draw 10 000 visitors and is open to all, will form part of a year-long programme of 450 design-led events in Cape Town, kicking off with a New Year’s Eve of Design on December 31.
Cape Town is the first African city to be selected as a World Design Capital.