Clout/SA presents South African craftsmanship and contemporary design to a global audience, showcasing works ranging from hand-embroidered tapestries to sculptural lighting and geometric rugs.
South African design is unique in that it conveys stories through materials. Threads, beads, cork, clay, and wool cease to be mere decorations; they carry memories, reflect identity, and connect generations of artisans with a new audience. Clout/SA continues this tradition by integrating local designers and craftspeople into spaces where their creativity is the central element of the experience.
A striking example of this approach is Isaac Songwe's room in Johannesburg. It embodies the potential of South African creativity, which has been given a platform to be heard.
Clout/SA's Vision
Tracy Lynch, Executive Creative Director of Clout/SA, stated that the goal was to impress every visitor with powerful and vibrant expressions of South African design and craftsmanship. She emphasized the need for people to recognize the uniqueness of South African creativity and understand that the unity of South Africans creates a magnificent force capable of changing perceptions of the nation.
At the center of this room is 'The Resilience Piece'—a monumental embroidered tapestry from Keiskamma Art Project. This tapestry, created by approximately 12 artists over almost a year, documents the community's experience in rural Eastern Cape during the Covid-19 pandemic through complex textile narrative. Nearby are geometric rugs by Siyanda Mbele, cork sculptures by Wiid Design, beaded screens by Kalki Design Studio, and a handcrafted pendant light by Mash.T Design Studio, all adding their material languages to the space.
Sebo Mvubu, Director of Keiskamma Art Project, noted that the collaboration process helps them and connects them with the outside world. He added that they are quite isolated in Gamburg, Eastern Cape, and do not have much access to media or social networks. Winning the AIDA award recognizes their work and collaboration with Clout/SA, which helps promote their projects, community, and activities, opening new opportunities for partnerships and development.
Together, these works demonstrate how local design can transform interiors, making them more meaningful—a meeting place for craftsmanship, community, and modern South African identity. The project recently received recognition from Clout/SA at the inaugural African Interior Design Awards (AIDA) 2026 in Cotonou, Benin. Isaac Songwe's room was among three recognized projects, alongside the redesign of the Union House office and the textile collection Stitched: A Story of Our Home, developed in collaboration with Keiskamma Art Project and awarded 'Product of the Year' in the Home Goods and Decor category.
Beyond the Awards
Beyond the awards themselves, this recognition points to a broader movement in South African design that connects heritage and innovation while creating opportunities for local producers to reach new markets. Since 2021, Clout/SA has facilitated the export of South African design worth over 225 million rand, placing over 70,000 pieces in more than 25 countries.
Through its platform, collaborations, and continuous support for emerging designers, Clout/SA continues to bridge creative practice and commercial opportunities. Isaac Songwe's room embodies this vision, showing how design can preserve stories, elevate local talent, and change perceptions of South African creativity. In this context, design is more than just filling a room; it is a way of telling our stories on our own terms.