ANTI Est: an Undefinable space centered around Unlearning…

ANTI  Est: an Undefinable  space centered around  Unlearning…

Nathan Reddy and Paul Hinch of Grid WorldWide discuss their Loeries Grand Prix for Design In Mixed Media, and the thinking behind the unique, ever changing space that they created in Braamfontein.

Braamfontein exhibits an unexpected integration of fashion, music, art and social behaviour – perfect for ‘Unlearning’…

“ANTI Est was something that grew into itself and took on the challenge of invigorating the Braamfontein vicinity with a space that facilitates social interaction and exchange of ideas,” explains Hinch. After  visiting  Braamfontein for the first time, Reddy was blown away at how unique the area was and how it truly reflected what the rainbow nation is all about. Braamfontein exhibits the perfect integration of fashion, music, art and social behavior. “As South Africans we have to ‘unlearn’ what our past is and what our future is and this space embodies what we should be as a nation,” says Reddy. Setting aside the philosophy, design and logo of Anti Est., what people see is  a packaged, holistic space that challenges preconceptions

Watch  the video for a taste of ANTI Est’s quirky, provocatively thoughtful design…

ANTI Est: an Undefinable space centered around Unlearning…

 

ANTI Est. Challenges  the status quo in an ever changing space…

The idea was to create unique touch points throughout the space and to allow people to interact and be invigorated. The GRID team set about highlighting various nuances in the design of the interior, to stimulate new perspectives. The space is continuously changing in order to reinforce the philosophy of ‘unlearn’ in terms of what  ‘Food’ is, what ’Drinks’ are and how people engage with their food and drinks. These constant changes are also aimed at creating some intrigue with regards to what is going to happen from one day to the next in the environment. “It started with a shopfront display that was activated with RGB lighting  – that built in various different sets of layered meanings,” explains Hinch. The principle was then pulled through the space with unconventional flavours and combinations of flavours being tested in the food, unconventional drinks, and the serving of these.. Their “Teaquila is an example of this thinking; tequila that is served in a teacup with a tea flavoured syrup. The menu is also written  with intentionally misspelt (delightfully), jumbled words, in order to challenge the idea of language, “…the way people read, and the fact that people have learnt a language and take it for granted” is what Reddy wanted to challenge.

Unlearning what a space is…

ANTI Est is also availing its , space for various exhibitions.. What is interesting is how on a “…Saturday people walk past and they are very curious and we get people that are old, young, black, white – there is no distinction in terms of what the target audience is and I find that quite unlearning and refreshing,” explains Reddy. Hinch adds that it is about unlearning what a space is. “…often we ring fence something into being a bar or a restaurant. This space has just become an environment in which events, activations, seminars, presentations and business consultations are held  – on any given day you may walk in and something else is happening.”

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Category: Design