100% HAND MADE IN MADAGASCAR,
5 December 2014 Antananarivo – Madagascar
Tsara – UNIDO/UNDP project – international Opening in the historic Royal Palace of Antananarivo in Madagascar
will be hosted by
the President of the Republic of Madagascar, HE Hery Rajaonarimampianina
and of the Ministry of Handcraft Culture and Patrimony
Friday, 5 December 2014 at 6 p.m.
The Malagasy Royal Palace complex (Manjakamiadana) at the Rova of Antananarivo, a mythical and historical place is the ideal venue for hosting the exhibition of Tsara collection Contemporary Crafts from Madagascar.
TSARA, which means beautiful in Malagasy language, is a joint development project on the country handcrafts, funded by the United Nations Development Programme (UNDP), implemented by the United Nations Industrial Development Organization (UNIDO) and designed by the international renowned designer Giulio Vinaccia*. On December 5th, the project will unveil a wide range of prototypes of the collection TSARA to the public, journalists as well as potential buyers during this special event in the Queen Palace of Antananarivo – the exhibition will close on December 14th.
After several years of rehabilitation works, following its complete destruction by a fire in 1995, which only left the stone walls, the Queen Palace erected on the highest hill of the City, the Analamanga Hill, will host this event. The President of the Republic of Madagascar will inaugurate the first Opening of this kind to the public, under the Patronage of the Ministry of Handcraft, Culture and Patrimony.
A team of renowned professionals participate in the organization of the event that will allow the Rova Palace which also offers 360° view of Tana and its 12 sacred hills to “rise from its ashes”. A film directed by one of the best filmmakers from Haiti Jean Fabius, working for ABC, CBS, CNN and blow-up photos by fashion photographer Gabriele Balcewicz Lemanski, will support the presentation of Tsara collection.
With Tsara project UNIDO and UNDP offer an innovative approach to revitalizing the Malagasy Creative Industry and to strengthen the image of Madagascar on international fora.
In order to stand out of the current craft trends, which are either already well-established in the market or are lacking distribution network, and with the view to provide income to the Malagasy rural artisans UNIDO invited designer Giulio Vinaccia to create the collection TSARA, consisting of furnitures, home decorations, and fashion bags for the Indian Ocean hotels and/or the European markets. A dedicated line of products for Air Madagascar business class travelers has just been produced.
Inspired by the Malagasy culture and aiming at meeting the requirement of a high-end market, the collection combines both the expertise of women basket weaving living in a very remote rural area in the South East of the Island and the know-how of artisans of the Capital City, Antananarivo. From Fibers to metal or plastic, more than 100 artisans originated from the most vulnerable locations of the Big Island have been involved in this high-end production.
Overview of results reached after one year of Tsara pilot project:
300 artisans are able to create new quality products. 120 of them (75 women and 45 men) underwent intensive practical training provided by the designer on production techniques;
300 artisans received income from product sales. For the first prototype 120 artisans have directly received the equivalent of three months' salary
41 women weavers from the South East were trained in leadership and financial education by a trainer from the Ministry of Craft, Culture and Heritage
34 women weavers have received glasses to improve their working conditions and life.
6 villages received some production tools to improve workplace hygiene
3 SME were equipped with tools of production to ensure the quality and sustainability of production.
Over 120 prototypes were designed and made by craftsmen
1 catalogue was created and posted on internet
1 stand is available for marketing
A contract with Air Madagascar was signed for the purchase of products for the business lounge and business class travelers.
Marketing connexion started with businessmen.
* Giulio Vinaccia was born in Caracas in 1957, from Italian parents. After working experiences in South America he moved to Italy in 1985.
From 1994 he develops the activity of advisor for development projects through the use of the design as a development tool, collaborating with different organizations and international institutions around the world, such as UNDP (United Nation Development Agency), UNWTO (World Tourism Organization), UNIDO (United Nation Industrial Development Program,) ITC ( international Trade Centre) . In 2014 his activity has been selected in Compasso d'Oro Award in Social Design category
Besides, Giulio Vinaccia works in product design fields for renowned international brands such as Brembo, Ferrari, Piaggio – Momo Design, Moschino, Borsalino.
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