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New Approaches To African-Inspired Design

Nov. 30, 2020

Tired of static stereotypical approaches to African-inspired design, a father and daughter team has evolved a new approach that is current, contemporary and fresh.

With backgrounds in the arts, digital design and architecture, the founders, an African-Canadian father-daughter team, Osita D. Juwah and Ada-Nkem (Ada) Juwah felt there had to be a better way. So they built AfriMod— a Canadian company based in Toronto, Canada with Africa operational headquarters in Abuja, Nigeria.  From our design studio—and in close collaboration with artists, designers and fabricators in Africa, the US and Europe— AfriMod designs and crafts innovative products for the home and for personal style.

AfriMod design process begins with the deconstruction and manipulation of selected precedent items to uncover aspects of their hidden core essences. The resulting variables are then reinterpreted, reconfigured, reshaped and recomposed into multiple series of graphic elements that go to form the basis for new patterns and new designs. In turn, these new patterns and designs are re-scaled, assigned new color attributes, new placements, etc, to eventually result in unique modern products that are bold, comprehensible, and yet pay homage to their origin.

Our platform, afrimod.com, is a place to browse and shop unique contemporary decor products for the modern home as well as products for design-conscious personal style.

~ AfriMod Press + Media