LADUMA NGXOKOLO’S INCREDIBLE DEAL WITH IKEA

Ngxokolo, owner of Maxhosa by Laduma, is quickly becoming a household name in South Africa and is focused on growing his brand on a global scale.

He, along with nine other artists from Kenya, Senegal, Egypt, Angola, Ivory Coast and Rwanda, will collaborate “around modern rituals and the importance they play in the home”.

According to the company’s website, the designers are all part of the Design Indaba Network and IKEA’s in-house designers met with the 10 artists and creatives at the Design Indaba Conference in Cape Town in March this year to work on the collection.

“At IKEA, we are curious, always eager to learn and trying to find new ways to do things better. Meeting different people and being inspired is an important part of understanding the changing needs of people’s lives around the world,” said Marcus Engman, Design Manager at IKEA.

Other South Africans featured are Renee Rossouw, an artist and architect, as well a Sindiso Khumalo, who is based in London and works with various NGOs to develop sustainable textiles.

‘Coming from Port Elizabeth, at the very southern tip of Africa, to IKEA I looked around and wondered how I’d contribute my African DNA to this aesthetic,” Ngxokolo said during an interview with Architectural Digest. “But after meeting with the designers and talking about my ideas, I was more confident. I felt excited because we don’t have this type of design aesthetic in South Africa.

“I did some research on IKEA’s design philosophy and understood what they’re about. After that, the process was easy to me because their style is quite minimalist so with my bold style it was like an application exercise.”

While there are no IKEA stores in South Africa, distribution deals are being considered to give local audiences access to these designs when they are available next year.

Header image: Architectural Digest

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