INTD7331 SUMMATIVE – MAMI WATA

Project Overview

Mami Wata is a South African brand that’s focused on building a community within Afro-surf culture globally to bring attention to Africa and pursue the growth of the economy for South Africa. Now, Mami Wata has doesn’t just sell surfboards and tees, but roasts, packages and sells coffee, serves food and sells sunblock for the surfers out there who love coffee and food.

Problem Statement

Choose any South African brand that has no relation towards the hospitality industry. Transform this brand into a micro-roastery and cafe while keeping the cohesiveness of Mami Wata’s brand, culture and purpose.

The research influenced my design through the use of pattern, colour, furnishings and spatial layout. Mami Wata’s website includes a visual diary that puts a visual to the culture Afro-surf culture. At the coffee bar is a glass screen which separates the coffee roasting process from the rest of the store which was done to create visual stimulation and an immersive experience.

Mami Wata’s has a visual journal and sells apparel, books, surf boards and posters on their website, which I used to determine by colour scheme, wall finishes, furnishings and material choices. To achieve an immersive experience, I developed concepts with glass in mind to deliver the same ‘transparency’ as water from the ocean so that users within the space can see everything necessary regardless of where they are.

Mami Wata is currently trying to steer off traditional surf culture, and this is why they’re so visual and intentional about what they do. I carried out this same character throughout the design through the inspiration of surfboard tables, eye-catching coloured and patterned walls and various seating options to bring a casual dynamic into the space.