Students from Design School of Southern Africa (DSSA) and Vega School of Brand Leadership (Vega), both divisions of The Independent Institute of Education (The IIE), delighted festival goers at the gourmet food and music event by creating an environment on par with any international music festival such as Tomorrowland, Boom and Glastonbury.
The students were entrusted to create festival décor or an activation that is edgy with a social message. They had free reign, which could take the form of anything they desired, such as an entrance, a maze or exhibition at the archery range, an installation or sculpture, among others. The results were an impressive sight, displaying the diverse interest and celebration of unique creative thinking and varying inspirations.
The Dragonfly installation team, led by Interior Design student, Jan Esterhuizen consisted of Gundo Matala, Percivale Mofokeng, Viwe Majavu and Zanri Marais. They decided to play around with scale by taking a tiny dragonfly and turning it into a huge instillation. “We wanted something that would be interactive for the people that attended the festival, whilst still creating something that would fit in well with the Parklife Festival theme,” says Esterhuizen. “It was a great experience and we were able to showcase our various talents in a fun and artistic way within a creatively exciting environment.”
Anet Norval-Farina, Creative Development and Principles of Innovation Navigator, was involved with the concept and construction of the ‘before I die’ wall box. “At Vega we create thinkers, creativity combined with strategy, and by posing questions like the wall does, we aim to nurture empathetic and meaning finding individuals who want to make the world a better place,” says Norval-Farina.
Team #Right Direction’s team leader, Lerato Phala, a Higher Certificate in Art and Design student, says that they decided on artistic sign posts for visitors to find their way around the festival. “We wanted to find a cool and interactive way to communicate to the younger consumer and we achieved this through creating catchy phrases for the sign posts.” She adds, “It was an exciting experience for all of us as we were able to experience something we had never done before and gain great market exposure at the same time.”
The teams were required to obtain the working material needed for their work and make everything come to life from concept right through to execution stage. They were mentored by the very talented Marita Viviers who is based at the Pretoria campus and Elinza Pachaliev from the Johannesburg campus.
Project lead and DSSA Programme Manager for Art and Design, Marili De Weerdt, says that they are proud of each end result and that once again the students did The IIE institutions very proud. “Exposing our students to real life projects like Parklife gives them the necessary experience to ensure they are industry ready upon graduation. We look forward to the festival next year.”
Parklife is a creative, urban entertainment and lifestyle festival focused on quality international and South African music talent. In its 5th edition this single day event consisted of three separate stages, including food vendors from neighbourhoods markets and farmers markets which have, over time, created a definite lifestyle feel to the food village. The stages were profiled as rock/alternative stage, commercial stage and the last an electronic stage for dance acts.