The name alone makes you stop in your tracks. Then you see his designs and you wonder why you’ve only just heard about this South African designer. The self-proclaimed ‘brand interventionist’ gave a talk at the Design Indaba Conference 2012 with a message that, in our opinion, needs to be heard more often. ‘Be inspired to get up and change things’. Got a whacky idea? Do it! But keep it simple. Want to remain creatively productive? Watch his highly entertaining talk below (we can’t give everything away)
There’s something infectious about Hefer and his uninhibited playfulness. He has a distinct perspective and isn’t afraid to show it. Or to take the plunge for that matter. Quitting a 15+ career in advertising to start your own creative consultancy can’t be the easiest thing; but he did. and Animal Farm began, starting with weaver inspired nests and wooden light that can only be used with an energy-saving bulb.
He then created his Monstera Deliciosa collection that comprised animal-shaped “nests”. Animals include a Killer whale called Fiona Blackfish, Grace Amphibious the hippo, Pelicanus Iris the pelican, Eugenie Crocodylus the crocodile, and Dorca Esca the anglerfish to mention a few. Each of the designs are hung from the ceiling using ropes knotted in a technique often utilized on yachts for extra support. An effect used to provoke the user to think about the fragility of the environment and our imperative obligation to protect it.
Further proving that it’s not just whimsical fun, each piece promotes South African craftsmanship. From weaving to stitching, they’re all made in South Africa from local materials and techniques. Working together they refine and grow ideas that keep this nest environment growing and morphing. The outcome is a design that lets you escape into a different world but also helps you to truly understand your current reality.
His designs, as spirited as they are, authentically encourage the user to get in touch with aspects of themselves that they’ve let slide over the years; such as instinctive reactions and reconnecting with our senses. It’s his philosophy of thinking in quantum and emphasis on living, instead of just working, that helps his creative design. In other words, we chose this video today because every creator needs a good shaking occasionally. To take a beat and ask yourself ‘Am I being my authentic creative self?’ If you didn’t watch the video, we highly encourage that you do and share your thoughts in the comment section below.