Speaking of her approach, Lynch explains that “powerful brand experiences which reflect the vision and values of the projectʼs initiators are at the heart of my creative direction. The intended outcome is the realisation of a product, event, experience or interior that has the ability to be more than the sum of its parts.”
To bring Clout to life in line with this philosophy, Lynch drew on the work of a number of well-known South African design brands but will also use the opportunity to debut rising local talents. Mash T Design Studio, WolkbergCasting Studios, Pedersen + Lennard, Wiid Design, Naturalis and a score of others to all feature as part of the showcase.
Clout features Hlabisa bench by Mash. t design in collaboration with houtlander. Pattern on chairs and tables by spamandla Mdunyelwa and Primrose chimhanda.
Pattern on counter by Kamogelo Mthunzi. server unit and benches by si so shange. Woven counter front by Vogel design. Woven skhonza lamps by Buzwenxasana. skyline lights by Mash. t design in collaboration with sakhile cebekhulu. chairs and tables by naturalis, screen detail by theurbanative.
cork stools and cork lights by Wiid design. Pendants by Wiid design and ceramic Matters.
Eating ledges by studio leelynch.
Mosaic tiles by Wolkberg casting studio. curved benches by houtlander. Powder-coated metal light by
Pedersen + lennard
Mzansi magic made real. That’s what visitors to The Clout Café, designed by Studio Leelynch and red up by Nando's, experienced in abundance at this year's 100% Design. Creative director Tracy Lynch drew on the work of both well-known design brands as well as rising local talents. Patterns by several of Nando's' Hot Young Designer 2018 finalists, for example, were a key feature. I wanted to introduce the new work of established and emerging designers in an interior setting that inspired, delighted and amplified a positive story of where we are now,’ explains Tracy.
‘I'm committed to showcasing SA design as a world-class, notable category. Together with Michael Spinks and the greater Nando's design team, we have nurtured a focus on creative strategies to develop young talent.’
This focus was not only re ected in the pieces that furnished the café but was also a major
thrust of the Clout Designers' Days, two days of workshops at 100% Design in which emerging designers pitched their work to a panel of industry professionals. The best pieces can be seen at 100% Design South Africa 2020 and will be included on the Nando's portal to Africa.
‘I am constantly astounded by the creativity and innovative design originating from Southern Africa. SA designer-makers are telling our stories, their pieces are sharing our collective culture with the world. This is a creative community fuelled by passion and commitment – Tracy Lynch