Post by Deleted on Dec 2, 2015 20:01:09 GMT
By S Sutherland
Olubunmi Adeyemi is a Nigerian designer, lifestyle entrepreneur and interior architect, who, from an early age developed a fascination with design and creativity. The StyleHQ caught up with the new design talent to speak about the ‘àga’ concept, a startup lifestyle brand inspired by neo-African culture, minimalism and functional design.
1.Kindly tell our readers a bit about your background.
I studied design at the Inchbald School of Design, London and Design-Time School of Interior Design, Cape Town. I also took part in a creative enterprise program at The Lagos Business School, which was run by The British Council and The University of Glamorgan. This had a lot of influence on starting up a business and creating a brand. During the program I was mentored by Lisa Folawiyo, and gained a lot of insight on how she started her fashion brand. Her story and mentoring sessions greatly inspired me.
2.So what is the àga concept?
The àga concept focuses on everyday urban living. I wanted to create a brand that would be powered by design and make an impact in our world; a lifestyle brand inspired by design and African culture.
The àga concept is a fusion of African cultural heritage and the urban contemporary lifestyle in Africa today, using locally sourced raw materials, and combining local craftsmanship with modern design techniques to create beautiful minimalist and functional objects in different categories from Kitchen, Bathroom, Living, Garden, Kids, Storage, Tech and Furniture for everyday living. We focus on innovation and simplicity through traditional and modern methods, connecting the old with the new.
The word “àga” with the intonation mark is a Yoruba word (A popular language in West Africa) translated in to English as a functional wooden object e.g. “àga tabili” – a table, “àga ijoko” – a chair, “àga inaraya” – a sofa and “àga itise” – a footstool. This word, which is rich in culture and tradition, gave birth to “the àga concept”.
3.How did you identify the unique opportunity?
I believe the combination of design and entrepreneurship today is mainly about thinking BIG! and outside the box, it’s about freeing your mind to the endless opportunities around you. In Africa today the opportunities are endless but the challenge we face is acting upon them—ideas are worthless without action. Culture is always a major factor to key into; sometimes to move forward we need to look back and find out where we are coming from. Every idea must have a good story and everyone has a unique story.
4.You are clearly inspired by heritage, what is the message/mission for your brand?
Our message is to tell the world that Africa is not just a continent of financial challenges and social problems but also a land of creativity and influence. Like I mentioned, design is a force and it can be used to enhance our lives and also bring about economical growth and stability. Our message is clear, we love Africa and we love design. Our mission is to work, to build, to dream, to inspire, to create and to bring about a change in the status quo.
5.How would you describe your brand aesthetics?
Our brand aesthetics is what we call AFROMINIMA™ a trademark we created which means “Afrocentric Minimalism” its edgy, its minimalist, its modern, its bold, its raw, its stylish, its functional and its African.
6.Who is your ideal client?
A design savvy, culture conscious and cosmopolitan individual who is passionate about change and creativity and who believes in the future of this beautiful continent and loves the neo African urban lifestyle of today.
7.I loved seeing your work on Instagram, how are your home ware collections developed?
Thank you very much
Each product/object is sketched and designed to specification. We select everyday functional objects and add our afrominima™ aesthetic to it. “Form follows function” is our philosophy in design. We also look at innovative ways to enhance each object, giving it an edgy look and feel. For example, our Kitchen Range “RAW URBAN™” is bold and colorful and we keep each product raw and exposed to the elements, giving it an organic and edgy look.
8.Where does the creative/production process start and end for you?
As a minimalist designer, less is always more for me. I am mostly inspired by raw design: such as a locally made bench in the market or a functional tool used by a local artisan. Design in its truest form with the use of honest materials and production processes. We have a range of furniture and storage objects called TRIBE™ influenced from different tribal groups in Africa
9.Do you use local artisans?
Yes, we love the use of local artisans to produce contemporary objects. However, we also embrace technology and use it to our advantage. For example, we have a company in Cape Town that we engage with in producing some technical components that we fuse with the locally made objects. This gives it an edgy look—a fusion of local craftsmanship and modern technology.
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10.Do you take any steps toward sustainability in your business or production methods?
Yes, we believe very strongly in sustainability. Being honest with our production processes and use of raw materials (which we source locally) is important. As a start up we keep an inventory of the available materials that will suit the brand. Wood is one of the most accessible raw materials available, and we make sure we purchase seasoned timber from credible sources that respect the ecological environment and are legally assigned to sell in the market
11.What do you think is the most pressing issue as far as sustainability goes, from your perspective?
As a design entrepreneur, access to raw materials, production and marketing is very vital in terms of sustainability. It’s like a system that needs to flow; design is also a very strong tool we use, we keep our designs simple for ease of production, keeping an eye on detail on both the end product and packaging for the end user. Research, development and prototyping are also very important as far as sustainability goes.
12.What is the biggest challenge you face with your brand currently?
Every brand faces different types of challenges, from raising capital to human resources and so on. One of our challenges is the access to the kind of materials and access to technology to produce the kind of products we design.
13.What or who inspires you?
I am inspired by a lot of things; the challenges life brings, the creative people who have brought about change in our world today, iconic designers, artists, nature, culture, music, poetry and travel. Tom Dixon is one of my greatest inspirations, I was thrilled when he followed me on Instagram, gave me a good direction in chasing my passion as a designer
14.What’s your favorite social media or social scene?
I have three social media apps I use everyday, they are also my favorites, Instagram, Pinterest and LinkedIn.
15.Fave design publication or website we probably don’t know about?
They are quite a lot, I visit these design websites everyday, Dezeen.com, Design-Milk.com, Contemporist.com and Wallpaper.com
16.Do you see any big/creative idea driving change within the home accessories market?
Yes most definitely, design is a force like I mentioned that has brought change in our lives from fashion design to product design, there are big brands in the global market today, from IKEA to Habitat. There is an opportunity to key into now in Africa, I was fortunate to be in Cape Town in 2014, which was the 2014 Design Capital of the world, so many design brands doing beautiful work.
17.What would you like to see happening within your industry in the next 3 years?
In the next 3 years I would like to see design, innovation and creativity as being a force that has ignited socio-economical growth and also used to transform people lives and influence society in a positive way
18.What is your goal for your business?
My dream is create a successful neo African design, culture and lifestyle brand that is both influential and profitable, having flagship stores all over Africa and attracting a global audience. Our goal is to open a medium to large-scale factory where we create beautiful and functional products designed for YOU for everyday urban living.
www.thestylehq.com/on-the-verge-the-aga-concept/
1.Kindly tell our readers a bit about your background.
I studied design at the Inchbald School of Design, London and Design-Time School of Interior Design, Cape Town. I also took part in a creative enterprise program at The Lagos Business School, which was run by The British Council and The University of Glamorgan. This had a lot of influence on starting up a business and creating a brand. During the program I was mentored by Lisa Folawiyo, and gained a lot of insight on how she started her fashion brand. Her story and mentoring sessions greatly inspired me.
2.So what is the àga concept?
The àga concept focuses on everyday urban living. I wanted to create a brand that would be powered by design and make an impact in our world; a lifestyle brand inspired by design and African culture.
The àga concept is a fusion of African cultural heritage and the urban contemporary lifestyle in Africa today, using locally sourced raw materials, and combining local craftsmanship with modern design techniques to create beautiful minimalist and functional objects in different categories from Kitchen, Bathroom, Living, Garden, Kids, Storage, Tech and Furniture for everyday living. We focus on innovation and simplicity through traditional and modern methods, connecting the old with the new.
The word “àga” with the intonation mark is a Yoruba word (A popular language in West Africa) translated in to English as a functional wooden object e.g. “àga tabili” – a table, “àga ijoko” – a chair, “àga inaraya” – a sofa and “àga itise” – a footstool. This word, which is rich in culture and tradition, gave birth to “the àga concept”.
3.How did you identify the unique opportunity?
I believe the combination of design and entrepreneurship today is mainly about thinking BIG! and outside the box, it’s about freeing your mind to the endless opportunities around you. In Africa today the opportunities are endless but the challenge we face is acting upon them—ideas are worthless without action. Culture is always a major factor to key into; sometimes to move forward we need to look back and find out where we are coming from. Every idea must have a good story and everyone has a unique story.
4.You are clearly inspired by heritage, what is the message/mission for your brand?
Our message is to tell the world that Africa is not just a continent of financial challenges and social problems but also a land of creativity and influence. Like I mentioned, design is a force and it can be used to enhance our lives and also bring about economical growth and stability. Our message is clear, we love Africa and we love design. Our mission is to work, to build, to dream, to inspire, to create and to bring about a change in the status quo.
5.How would you describe your brand aesthetics?
Our brand aesthetics is what we call AFROMINIMA™ a trademark we created which means “Afrocentric Minimalism” its edgy, its minimalist, its modern, its bold, its raw, its stylish, its functional and its African.
6.Who is your ideal client?
A design savvy, culture conscious and cosmopolitan individual who is passionate about change and creativity and who believes in the future of this beautiful continent and loves the neo African urban lifestyle of today.
7.I loved seeing your work on Instagram, how are your home ware collections developed?
Thank you very much
Each product/object is sketched and designed to specification. We select everyday functional objects and add our afrominima™ aesthetic to it. “Form follows function” is our philosophy in design. We also look at innovative ways to enhance each object, giving it an edgy look and feel. For example, our Kitchen Range “RAW URBAN™” is bold and colorful and we keep each product raw and exposed to the elements, giving it an organic and edgy look.
8.Where does the creative/production process start and end for you?
As a minimalist designer, less is always more for me. I am mostly inspired by raw design: such as a locally made bench in the market or a functional tool used by a local artisan. Design in its truest form with the use of honest materials and production processes. We have a range of furniture and storage objects called TRIBE™ influenced from different tribal groups in Africa
9.Do you use local artisans?
Yes, we love the use of local artisans to produce contemporary objects. However, we also embrace technology and use it to our advantage. For example, we have a company in Cape Town that we engage with in producing some technical components that we fuse with the locally made objects. This gives it an edgy look—a fusion of local craftsmanship and modern technology.
10.Do you take any steps toward sustainability in your business or production methods?
Yes, we believe very strongly in sustainability. Being honest with our production processes and use of raw materials (which we source locally) is important. As a start up we keep an inventory of the available materials that will suit the brand. Wood is one of the most accessible raw materials available, and we make sure we purchase seasoned timber from credible sources that respect the ecological environment and are legally assigned to sell in the market
11.What do you think is the most pressing issue as far as sustainability goes, from your perspective?
As a design entrepreneur, access to raw materials, production and marketing is very vital in terms of sustainability. It’s like a system that needs to flow; design is also a very strong tool we use, we keep our designs simple for ease of production, keeping an eye on detail on both the end product and packaging for the end user. Research, development and prototyping are also very important as far as sustainability goes.
12.What is the biggest challenge you face with your brand currently?
Every brand faces different types of challenges, from raising capital to human resources and so on. One of our challenges is the access to the kind of materials and access to technology to produce the kind of products we design.
13.What or who inspires you?
I am inspired by a lot of things; the challenges life brings, the creative people who have brought about change in our world today, iconic designers, artists, nature, culture, music, poetry and travel. Tom Dixon is one of my greatest inspirations, I was thrilled when he followed me on Instagram, gave me a good direction in chasing my passion as a designer
14.What’s your favorite social media or social scene?
I have three social media apps I use everyday, they are also my favorites, Instagram, Pinterest and LinkedIn.
15.Fave design publication or website we probably don’t know about?
They are quite a lot, I visit these design websites everyday, Dezeen.com, Design-Milk.com, Contemporist.com and Wallpaper.com
16.Do you see any big/creative idea driving change within the home accessories market?
Yes most definitely, design is a force like I mentioned that has brought change in our lives from fashion design to product design, there are big brands in the global market today, from IKEA to Habitat. There is an opportunity to key into now in Africa, I was fortunate to be in Cape Town in 2014, which was the 2014 Design Capital of the world, so many design brands doing beautiful work.
17.What would you like to see happening within your industry in the next 3 years?
In the next 3 years I would like to see design, innovation and creativity as being a force that has ignited socio-economical growth and also used to transform people lives and influence society in a positive way
18.What is your goal for your business?
My dream is create a successful neo African design, culture and lifestyle brand that is both influential and profitable, having flagship stores all over Africa and attracting a global audience. Our goal is to open a medium to large-scale factory where we create beautiful and functional products designed for YOU for everyday urban living.
www.thestylehq.com/on-the-verge-the-aga-concept/
