Joy from Africa: A South African Spin on Festive Cheer at the V&A Waterfront
Western traditions like reindeer and fake snow often dominate festive décor. However, the V&A Waterfront takes a different approach. They’ve built a reputation for presenting distinctly local and proudly South African holiday season decorations.
This year marks the 6th edition of their Joy from Africa to the World campaign, born from a desire to rethink holiday celebrations. Not only does it celebrate how South Africans uniquely commemorate the Festive Season, but it does so in a sustainable and ethical way.
“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 a 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.”
The initiative showcases local creativity and design and has a meaningful impact on local small businesses and crafters. This comes as the neighbourhood prepares for another fun-filled festive season, welcoming locals as well as visitors from around the country and the world.
Joy from Africa 2024: Between the Mountain and the Sea
This year’s campaign takes visitors on a magical journey that stretches from Table Mountain to the depths of the Atlantic. The displays honour nature’s beauty and Cape Town’s charm with dazzling installations of light, colour and movement.
Over 20 local artists and crafters worked on decorations made from sustainable materials. Some of the favourites from previous years’ installations return alongside new or refreshed creations.
Look out for:
- – A Table Mountain-inspired cable car made from fabric offcuts. It showcases illustrated and beaded portraits of locals. Alongside it hangs Bo-Kaap houses, Protea lampshades and paragliding porcupines.
- – A magical fynbos forest in the Victoria Wharf Centre Court, complete with toadstool houses, Bo-Kaap-inspired bird houses, floral delights and Santa’s sleigh.
An Initiative with Real Impact
Since launching in 2019, the Joy from Africa to the World campaign has supported 155 jobs, local businesses and NGOs. To date, it has invested R25 million into South African artists and enterprises.
“It was so much fun to work on this project,” says Vanessa Akafomo, one of the weavers from Ashanti Design who participated. “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.”
The Cape Town Society for the Blind also contributed to this year’s festivities. They created woven elements for the oversized flowers in Victoria Wharf.
Charlene van Niekerk explains that the 95-year-old organisation aims to “create sustainable wellness to blind and visually impaired persons, with six of our team working on this year’s Joy from Africa to the World initiative over the course of about four weeks.”
Cole Claasen, one of the crafters said: “I get excited just picturing my work being showcased at the V&A Waterfront for everyone to see.”
New Offerings in Time for the Festive Season
In addition to the decorations, the V&A Waterfront has recently welcomed some new stores and restaurants. Marble, Thule, Nike Apparel and South African confectioner, Wedgewood are among the new additions. And just in time for gift shopping!
A Jam-Packed Lineup of Events
An exciting lineup of events and activities adds to the Festive Season fun.
Theatre lovers can enjoy the Christmas production, Naledi’s Festive Dream which returns to a purpose-built theatre over the amphitheatre. This whimsical production follows 10-year-old Naledi from Cape Town as her wish to meet Santa’s crew comes true. The characters even visit her to see what Joy from Africa is really about. The 40-minute show runs three times daily from 14 to 22 December 2024.
Santa and his elves will also make an appearance. They’ll be available for photos in Victoria Wharf’s Centre Court from 16 to 24 December, 11:00 to 17:00.
The V&A Waterfront’s New Year’s Eve celebration promises to be unforgettable. Guests can count down to the New Year while enjoying performances from the likes of Matthew Mole, Dr Victor and the Rasta Rebels, BlackByrd, Mi Casa and others.
From creative décor to festive fun, the V&A Waterfront offers something for everyone this holiday season.
See the full line up of Festive Season events here.
