Joy from Africa, celebrating a proudly South African festive season, has once again brought together talented artists to create festive displays for the V&A Waterfront. This year’s theme captures the joys of the mountain and sea.
Cape Town, South Africa (19 December 2024) – Over the past six years, the V&A Waterfront have shed the European touches of Christmas and created a uniquely South African take to the mix. One that has garnered praise from locals time and time again and even won awards. Specialising in the ‘Art of Christmas’, the team started Joy from Africa, which empowers local artists and artisans who craft the most joyous festive designs that celebrate the melting pot of South Africa.
Gone are the days of fake snow and snowflakes all around. South Africa is hot, vibrant, and full of culture. This is reflected in the festive decor that is placed in the V&A Waterfront’s various locations. Highlighting the unique beauty of the holidays in a way that always leaves us feeling proudly South African.
“In 2017 we questioned the need for imported, mass-produced festive décor that would ultimately end up in a landfill. This didn’t sit right with our values as a business that was committed to finding more sustainable ways to operate and one that puts support of small businesses at the core of all we do. We believed that there was a better way to approach this,” explains Tinyiko Mageza, Executive Manager: Marketing at the V&A Waterfront.
“We committed, instead, to draw on the rich creative talent that is prevalent in our country and to support local businesses and communities, who work with us to create and repurpose durable and exciting festive displays that reflect our culture and heritage. What started as an simple idea has grown to represent a core belief in our business, and is a proof point of how creative innovation and sustainability can come together to create something meaningful.”
Far more than just a set of festive decorations, ‘Joy from Africa to the World’ has become an award-winning movement pioneered by the V&A Waterfront, which creates long-term, meaningful change through job creation and skills development.
We started sharing this beauty with you in 2020, and every year since then, the team has created artistic masterpieces! This year, we are once again left in awe of the craftsmanship and design of this year’s decor. The theme for 2024 is ‘Between the Mountain and the Sea‘ Let’s take a look, shall we…
Photo Credit: V&A Waterfront
“From a giant festive tree that honours Cape Town’s threatened African penguin colonies and a magical fynbos garden filled with flower fairies, to an enchanted cable car, a galaxy of enormous, glittering stars and a snowflake selfie stage, V&A Waterfront’s ‘Joy from Africa to the World’ campaign is a visual festival of creativity.”
Meet the Makers
Since its launch in 2019, the Joy from Africa to the World initiative has supported 155 jobs, local businesses and NGO’s and invested over R25 million into local creativity and artisans. This year, 33 makers got involved, including Ashanti Design and the Cape Town Society for the Blind.
Ashanti Design, based in Paarden Eiland, makes handwoven artisanal pieces and is involved this year for the second year running. Abigail Snyman from Ashanti explains:
“We have been working on our pieces for the installation for about three months – from sourcing fabrics and costings, to weaving elements and finishing off the decorations. All of our materials are sourced locally – our upcycled cotton is sourced from local production houses, while our polypropylene rope is sourced from a local manufacturer who weaves all their ropes right here in Cape Town. All of our baskets, meanwhile, are handwoven by communities in Malawi.”
“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.”
This year, the Cape Town Society for the Blind also got involved in weaving elements for the oversized flowers displayed in Victoria Wharf. The organisation, which has been around for 95 years, aimed to “create sustainable wellness for blind and visually impaired persons” explains Charlene van Niekerk. A total of six people from the team joined in to work on this year’s Joy from Africa to the World initiative over the course of four weeks.
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.”
It’s safe to say that the V&A Waterfront has the art of Christmas firmly in heart and mind, giving us all something special to admire. If you get the chance to visit this mall this festive season, be sure to look up and soak in all the creative beauty. There are also lots of fun activities for the little ones to enjoy, so make it a fun family day out.
“Our main ‘Joy from Africa to the World’ installations will remain in place until New Year’s Eve, which gives you another chance to return for a magical fireworks display to bring in 2025 in the most spectacular way.”
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