Joy from Africa to the World 2019

Winner of Business and Arts South Africa Innovation Award 2020

The V&A Waterfront’s Joy from Africa to the World festive-season campaign was a wondrous journey of discovery filled with authentic African storytelling and immersive, magical experiences that included large-scale installations and an informative exhibition. Production was focused on supporting small enterprises and community projects by commissioning local artisans and design studios to produce the decorations made from beading, basketry, felt application, papier-mâché and more. The campaign was developed around recycling, up-cycling and handcraft, positioning the V&A Waterfront at the forefront of African design and sustainability. This initiative was awarded the Business and Arts South Africa (BASA) Innovation Award in 2020.