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Moroso does Africa

Posted on August 16th 2009

Italian furniture brand Moroso celebrates the influence of Africa in the M’Afrique C’est Chic exhibition.


“Looking at Africa through the eyes of contemporary art, photography, architecture and design is perhaps the most appropriate way of approaching this vast, powerful continent, so creatively rich and diverse that today it is still one of Western modernity’s greatest sources of inspiration,” said creative director Patrizia Moroso of the Italian furniture brand’s M’Afrique C’est Chic exhibition.

Devised by Moroso, the exhibition entailed products designed by Tord Boontje, Birsel+Seck, Patricia Urquiola and Stephen Burks, which were made in Africa by local craftspeople. Urquiola and Philippe Bestenaider also contributed new work inspired by Africa, and iconic Moroso designs were reissued in African fabrics.

As designer of the final exhibition for the Moroso showroom, Burks further sought out contemporary African artists, showing large-scale street photography by Mandémory, sculpture and drawings by Soly Cissé, and site-specific installations by Fathi Hassan. Architect David Adjaye also showed his photographic documentation of Dakar, Addis Ababa, Harare, Pretoria and Bamako.

“The point of the project for me was to create a new contemporary vision of Africa. Africa is so diverse and complex, yet when most people think of the continent, they imagine the worst – economic disparity, people dying of Aids and hunger, civil unrest and violence. It was important for us to show the positive, vibrant, creative, collaborative side of Africa,” said Burks.

Ayse Birsel and Bibi Seck

Ayse Birsel and Bibi Seck are product designers. They work with Herman Miller, Hewlett Packard, Target, and Renault, to solve problems and bring innovative solutions to market. Their award-winning designs span the office, home, bath, retail and automotive sectors.

Patricia Urquiola

There’s very little Patricia Urquiola hasn’t turned her hand to in the field of design. Since establishing her studio in 2001, her prolific output has found markets through brands such as De Padova, B&B Italia, Alessi, Driade, Kartell, Flos and Moroso.

Stephen Burks

With his New York studio, Readymade Projects, Stephen Burks has been responsible for creative design direction on projects ranging from retail interiors and events to packaging, lighting, furniture and home accessories.

David Adjaye

David Adjaye is recognised as one of the leading architects of his generation. He formed a partnership in 1994 and quickly built a reputation as an architect with an artistry vision. The architectural community and the wider public have a high regard for his bespoke design, ingenious use of materials and showcasing of light.

  • Q309: Afrolectric

    Magazine Cover
    Going beyond the stereotypes of our sprawling, diverse, magnetic continent, this edition finds an “Afrolectric” cast of creative upstarts.
    R50.00

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