#DesignMonth: It's not about passing trends, but a lasting visual language - Q&A with Trevyn McGowan

Here, Trevyn tells us how they’re contributing to design in the retail sector, some of the opportunities and challenges they’ve come across in the export supply arena, and their unique vision for South African product. “It’s not about passing trends,” she says, “it’s about a lasting visual language…”

Trevyn McGowan

How would you describe South African design?

South African design is filled with energy and a narrative that makes it interesting.

What is your involvement in the industry?

We are promotors, facilitators, curators, exhibitors, retailers and exporters of South African design.

How does Source contribute to design in the retail sector?

Through Source, we export South African products to some of the most famous homeware retailers around the world, thus creating a market for South African products internationally. We’ve also opened our own local tableware store, called Odeon, which sells top SA tableware brands. We already have a shop in Watershed, and are in the process of opening another at the Mall of Africa in Joburg. At Work Shop New Town, we’ve opened our own fashion retail store, selling African brands we love. Source is also the curator of both Watershed and Work Shop New Town, so through these spaces we’ve contributed to design in the retail sector by creating these platforms for local designers to sell their work in an environment that places it in the elevated category that it should be presented in.

Business of Design, the conference programme we have co-founded with Laurence Brick and Cathy O’Clery of Platform Creative Agency also contributes in this area, as the delegates who attend our conferences are pushed to think differently about the way in which they approach retailers, price their product, work on their export leg and market their businesses, amongst other things, thus growing this sector of the industry.

Having worked with many leading global retailers, what have been some major opportunities/challenges in the export supply arena?

The opportunity to produce in the kinds of volumes that major international retail chains order, with their stringent supply chain requirements, has forced our suppliers to mature, become more professional and globally competitive. So not only is the income generated from exports and the increase in jobs to fulfil demand meant enormous growth for the industry, but, most importantly, the designers have confidence, take themselves seriously and have expanded their goals and belief in what is possible.

Challenges are: electricity power cuts, very expensive and limited packaging options, enormous costs of international trade fairs and exhibitions, limited capacity for large-volume production, pricing, newness in product assortment, meeting deadlines.

On the Southern Guild website, it’s stated: “We have far less interest in trends or in the highly polished, technologically driven visions of design prevalent elsewhere.” Please elaborate.

South African design is authentic, with an inquisitive, adventurous spirit. Pieces often possess a good sense of humour. But, most importantly, they are all touched and developed by hand. Most of our designers are not only designers - they’re makers too. And so their work is crafted with particular attention to detail. And when machines are involved, there’s still such care given to these pieces that they’re still very much true to the designer’s narrative. It’s not about passing trends - it’s about a lasting visual language.

Please comment on the Watershed and Work Shop New Town. What is the thinking behind these spaces and how have they had a positive impact on local design? What has been the overall response?

The idea behind both these projects was to create special retail hubs where people can purchase South African products. They’re spaces dedicated to the talent that is so rich in this country. They’ve created a better awareness of the diversity of design available locally, have had a great impact on the local design economy, and have shown the youths that there really is money to be made in design in this country. They’ve both been so well received. By offering these platforms where local design is easy to access in one space people are given an easy route to procure locally designed and produced goods. The new way of shopping - away from a traditional mall - has also been a welcome experience for shoppers.

Do you think South Africans have developed a greater appreciation for local design? Or do tourists/international buyers dominate the market?

Locals have definitely come to appreciate and understand local design better, as seen in the above (Watershed and WSNT) and also in the response we’ve had in our Southern Guild gallery, where we’re showcasing SA design on a collectible level. More South Africans are now buying work by their own designers, and that makes us so happy to see this progression.

Click here for Trevyn's 'Behind the Selfie' profile.