AGA CONCEPT, A NEO-AFRICAN DESIGN, CULTURE AND LIFESTYLE BRAND IS GIVING COMMON HOME WARES, UTENSILS AND OBJECTS AMAZING MODERN DAY MINIMALIST MAKEOVERS.
Birthed by Olubunmi Adeyemi, a Nigerian designer, lifestyle entrepreneur and interior architect, the Aga Concept believes in an AFROMINIMA™ philosophy, a trademark crafted by the brand which means “Afrocentric Minimalism” all designs are edgy, minimalist, modern, functional, stylish and boldly African. For the brand, less is always more. By doing away with older, bulkier design models, Aga concept is conscious of the flexibility and easy mobility of the modern man.
Olubunmi who studied design at the Inchbald School of Design, London and Design-Time School of Interior Design, Cape Town decided to fuse ancient African design elements into modern design. Focusing mainly on popular kitchen utensils and home wares, the Aga concept brand uses the most available locally sourced material – wood in most of their design. Àga means wood object, a word from the Yoruba language, a popular language spoken in the western part of Nigeria and some other parts of West Africa. This projects the brands most common raw material. Designs are well finished decorated with a touch of bright modern African colours, making each ware suitable and stylish for today’s era. Whether you want to turn your Eba, or crush some pepper with the mortar or cut fresh vegetables, Aga Concept wants you to keep it African and modern.
Culture is fast becoming Africa’s major export, the world is looking towards Africa and is adopting Afrocentric designs, patterns, codes, lifestyles etc and is infusing them with modern day methods, this is exactly what Aga concept is doing, exporting our cherished culture to the world in a beautiful blend of local craftsmanship and modern technology.
Speaking to TheStyleHq Olubunmi hinted on the brand’s target audience to be
Raw materials used are locally sourced and local artisans are employed to craft these new, contemporary objects. However, the design brand uses modern technology in crafting these objects. Working in collaboration with a company in Cape Town, South Africa there is a supply of some technical components which is fused in the manufacturing of the locally made objects.
Asides the utensils and wares, Aga Concept has a range of furniture and storage objects called TRIBE™ influenced from different tribal groups in Africa. Africanism is the future of design.