From its flagship stores to its festive celebrations, Yay Abe’s art is now a fundamental part of The Body Shop’s presence in South Africa.
Commissioned by the retailer to create nine distinct murals for nine different branches, the TDF illustrator started with local landmarks – and added an Abe twist. By infusing each piece with distinct cultural relevance, he wanted to create something “instantly recognisable but still unique to the area it represented”.
The overarching concept, Yay says, was simple: “make it proudly South African”. Painting in front of a live audience at the launch of a store in Cape Town reinforced the collectivity running through his work. “It’s about celebrating the Mzansi spirit. South Africa is so diverse and rich in culture, and that’s what we wanted to highlight,” Yay says.
The murals’ impact led to the creation of an Advent calendar, a tangible expression of South African culture and a keepsake for the people who call it home. For Yay, “this one felt different”. We see why.
Check out more from him here.
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