Brixton boy designs his way to the top

The two-dimensional-effect lights of this Bloemfontein-born designer – inspired by modernist NG Kerk architecture and early 1930s graphic design – have automatically been entered into an international competition spanning five continents; his products stand the chance of being displayed in leading foreign décor magazines and at the Milan Furniture Fair.

“The recognition is a great thing,” says Hugo, “especially because I've just started out doing my own stuff – a shop at 44 Stanley in Milpark, Johannesburg. I've put energy, money and time into this thing that I love and to see others' responses makes me feel like I am on the right track.

"International exposure"

“The international exposure could raise the sales of my products and allow me to set up better manufacturing facilities and to employ people. It could also open some doors to interesting design collaborations and projects.”

Elle Decoration editor Karen Roos, who headed up the South African judging panel, said they looked for designs “with the wow factor, of high quality, well-produced and local but with global appeal.” Her comment on Hugo's “pure” design approach was that “he wants an object to look interesting without decoration or adornment.”

Hugo is no newcomer to design circles: while still completing an Industrial Design degree at the University of Johannesburg, he won several prizes for products such as his Lulageza multi-stand and Dolly hanging cutlery set.

He graduated with distinction, the top student in the Department of Art, Design and Architecture, and began producing his own signature pieces while assisting Gregor Jenkin, a mentor who has just won the EDIDA prize in the furniture category.

Hugo's work has been exhibited at Whatiftheworld in Cape Town, is featured at the progressive Rooke Gallery in Newtown and sells at Tonic Design in Johannesburg – judged Designers of the Year in the EDIDA awards.

Full list of EDIDA winners 2007

• Designers of the Year: Tonic
  
• Furniture: Infrastructure by Gregor Jenkin
  
• Emerging designer: Series A by Adriaan Hugo
  
• Tableware and accessories: Milnerton Market is Nice by Frauke Stegmann
  
• Seating: Swing Seat 07 by Egg Design
  
• Lighting: Faraway Tree by TeamTwo
  
• Flooring: Top Mat by Heath Nash
  
• Kitchens: Luigi by Tattoo
  
• Wallcoverings: The Design Team
  
• Bedding: Metallic embroidered linen by Helon Melon
  
• Fabric: Daddy Buy Me a Pony for Afro
  
• Bathrooms: The Himbasin by Maira Koutsoudakis of Life