If you aren’t in the know, the super cool digs Area 3 had in Maboneng is no more but have no fear there is no need to panic, Area 3 is back in a rather kick ass way. We had the pleasure of being the first to step inside and get a feel of the gallery ambience in their new home in Braamfontein.
Braamfontein has always been the official student city of Johannesburg, the future of this city has always been here since the days of Rhino Bar and Inc, way before the Kitcheners and Great Danes. It has also fast evolved into the Mecca of young creative talent, it feels like the rebellious wave of youth has moved from Newtown , bounced into Maboneng doesn’t find a home and boom gets to Braam. It feels like it is home because the shapers of the culture reside here now. The fact that “The neighbourgoods market “ is there too doesn’t hurt the economy of the area either.
Braamfontein is perfect because it is easily accessible by foot, taxi and for those who have earned their licenses; by car. Young people have made it their home away from home, this is the experiential generation of social media who live out their ideas very much offline(in the streets) . These are kids who come from far and wide, who have found a way of adapting to the fast ways and the harsh realities of the city of gold.
Back to the Supercolor by the GOD himself, a creative in all aspects and forms mister Pharrell Williams. His special touch on these classic Adidas kicks is a reflection of where we are as a global generation. We are no longer ostracized from other young people we contribute to the culture of youth across the globe. Listen to Kendrick’s To Pimp A Butterfly; tells how much SA as a nation is contributing to the world far from political and negative but rather warm, creative and ambitious.
Pharrell is full proof that if you can think it, you can achieve it. Although his group N.E.R.D never really got the super star status they were going beyond universal recognition, he continued to forge ahead with his music production skills, fashion designing and other business ventures. The 42-year-old global star recently made news in South Africa after Woolworths announced that he would be collaborating with the retail chain as their new style director.
I mean what can Pharrell not do, he and fellow musician Robin Thicke recently got sued by the Family of the late great Marvin Gaye for a sample or a composition in their global hit blurred lines. This didn’t seem to deter Mr. Williams.
Adidas superstar has always been the iconic footwear for young non-conformists with a rebellious nature and a thirst for greater things. The Superstar is a basketball shoe manufactured by athletic goods company Adidas since 1969. The Superstar shoe was originally released as a low-top version of the Pro Model basketball shoe. Nicknamed the “shelltoe”, “shell shoes”, and “shell tops” for their rubber shell toe piece, their iconic design is known as one of the major influences in the sneaker culture.
In 1983, from Hollis Queens, NY, came Run-D.M.C., a rap group that refused to conform to pop standards by deciding that they would dress on stage the way they dressed on the streets. The trio was most notable for wearing the Superstars without any laces and pushing the tongue of the shoe out. The Superstar received a lot of promotion from the rap group as they went out on tours across the US, which increased sales of the Superstar shoe. Responding to an anti-sneaker rap song by Jerrald Deas called “Felon Sneakers”, the trio released a song of their own called “My Adidas” in 1986. Now take that shoe/sneaker and introduce it to a creative maverick and watch him splatter it with happy colors, you get the supercolor pack by Pharrell that we are all dying to try out. And by “we” I mean sneaker heads , trend setters and the disciples. The New Area 3 promises to deliver and display Adidas kicks in a new, youthful and artistic way. If you’re ever in Braam pop in on 155 Smit str (Cnr Smit & De beer).