International Home Decoration Market Beckons Africa's Designers

• Author: Sylvie Castonguay
• Position: WIPO Magazine Editorial Team, Communications and Public Outreach Division

African design is growing in popularity, especially in the home decoration industry where demand is outstripping supply. The call is not for the masks and statues sold on sidewalks around the world. Interior decorators are looking to African designers for naturally-sourced, beautifully crafted, high-end objects. Many African designers have gained a reputation for the quality and the originality of their work and are making headway in the international market. WIPO Magazine contacted several of these designers - all part of the Design Africa program (see box) - to discuss their work and the intellectual property issues involved therein.

Every African country has its own traditional designs and crafts inherited from previous generations and completely dissimilar to anything found else where. The creators we interviewed were proud of the inspirational role of their tribal roots - and just as proud of the modern twist they had given those designs. Most use locally found products - wood, cotton, wool, clay, grass, dyes, leather, stone, etc - and traditional techniques to create home design products with international appeal.

"Africa is an inexhaustible source of ideas for designers in general and those engaged in the fashion industry in particular." - Sara Abera, Designer, Muya Ethiopia PLC

Preserving culture

Sara Abera of Muya Ethiopia PLC (muya is Amharic for creative) preserved an endangered indigenous hand weaving art by using it to create sophisticated wall hangings, custom textiles as well as linens, rugs, throws and other home decoration items. In so doing, she helped local artisans upgrade their skills, and even provided training for women in prison. Her designs gained instant popularity at showcases in Montreal and Toronto (Canada) and in Cape Town (South Africa). "International buyers started contacting us," she says smiling.

She speaks of her inspiration: "My surroundings, the colorful cloths, jewelry, wood carvings used in our households; I refer to more than 80 tribes living in Ethiopia, the undiscovered designs of handicrafts which are new to the rest of the world." And her work: "My designs spring from the rich cultural heritage and traditions of Ethiopia, which go back for centuries and cover all aspects of handicrafts - hand weaving, pottery, jewelry, basketry, etc. This background is useful for product development; a transition process from the exotic to the contemporary designs."

And if her work is copied? "It is disheartening to say the least! Putting time and effort to create something unique while those who copy make no effort whatsoever!" Would intellectual...