Introduction
AFRICA NOW!
Pop-Up Africa Now! is an annual initiative by Les Galeries Lafayette to showcase African
fashion, art, and culture. It usually happens around June each year at most Galeries Lafayette
stores, but mainly at the Haussmann Galeries.
For this occasion, the Galeries team up with
the local African communities and different organisations to give space and a stage to their voices.
NGOMA
For the 2017 edition of Africa Now, Les Galeries Lafayette looked for a community in
Lyon, with the store nested inside the Commercial Centre, now Westfield La Part-Dieu.
That's when Africa 50 contacted me, as the collective had already created a local festival to
showcase African cultures from the various diasporas in the Auvergne-Rhône-Alpes region:
NGOMA FESTIVAL, and that's why Galeries Lafayette contacted them.
It goes without saying
that they were thrilled to work with them, and they wanted to honour the collaboration by
stepping up their communication, since they didn't yet have a structured identity.
