IIE students entrusted with creating brand experience at 2016 Parklife Festival Johannesburg

Vega School of Brand Leadership (Vega) and the Design School of Southern Africa (DSSA), both brands of The Independent Institute of Education (The IIE), are abuzz with activity as students put the final touches to their creations for the 2016 Parklife Gourmet Food and Music Festival, to be held at Marks Park, in Johannesburg, Saturday 16 April.

Hailed as Johannesburg’s favourite festival, rooted in a relaxed and fun-loving atmosphere, this year’s Parklife Festival will celebrate its fifth year with an impressive line-up of great local South African talent. Local acts confirmed are Jeremy Loops, GoodLuck, Desmond and The Tutus, Al Bairre, Majozi, Monark, Mi Casa, Just Jinjer, Josh Wantie, Tresor, Kyle Deutsch and Shekhinah, Austin Cassim, Mac G (947), Pop Art Live, Vin Deysel (947) and Kyle Watson.

The students have been encouraged to create festival décor or an activation that is edgy with a social message. Drawing inspiration from décor done for international music festivals such as Tomorrowland, Boom and Glastonbury, they have been given free reign for creative expression which can take the form of anything they desire. Under the guidance of Marita Viviers, Elinza Pachaliev and Anet Norvel students were able to make their ideas come to life from concept right through to the execution stage.

This is in line with the very nature of both IIE institutions, which are also BAC accredited, and whose philosophies include rigorous examination, review and critical analysis of ideas. This allows for the continual evolution of concepts into final crafting in order to produce the most refined and meaningful results possible. This coupled with hands on experience ensures that graduates are industry ready and are revered as game changers.

DSSA art and visual culture programme manager, Marili De Weerdt, says that students are excited to participate in the project to get real world experience. “In 2016 we have five teams of three to five students per team.” De Weerdt continues, “The students will be creating a design experience at the actual event, so that when concert goers see the work displayed they actually engage with the Vega and DSSA brands and get a strong sense of what design is all about when viewing the work and interacting with the areas.”

To view the students showcase at this year’s Parklife Festival Johannesburg you can get tickets at http://parklifefestival.co.za/tickets/