As event industry agencies, we hold a great deal of duty, particularly when dealing with government bodies. Our work goes beyond ordinary creativity; it becomes a symbol of national pride, unity, and the ethos of the country.
In June 2024, The Allure Group had the immense honour of being tasked with designing and executing an activation to highlight the power of the South African flag during the inauguration of the president at the Union Buildings, Pretoria.
Caroline Dube, our group operations director, designed a large-scale digital installation of the South African flag that could be seen from kilometres away.
This wasn’t just another activation. It was a landmark moment that signified the strength, unity, and diversity that the flag embodies. Our mission went far beyond aesthetics. It was about ensuring that the installation stood as a reminder of the values and history woven into the fabric of our country
The South African flag has great importance, with each shade representing our country’s history, hardships, and victories. In that sense, every decision related to the installation had to reflect its weight and significance.
Every aspect was precisely prepared to convey pride and devotion, from the lighting that shifted as day transitioned into nigh, to the digital components that made it a dynamic and living piece of art, every detail was meticulously planned to evoke pride and reverence.
As event professionals, the work we do for government institutions carries unique importance. When crafting experiences that involve national symbols, we are reminded of the weight of our work. We are creating moments that resonate with the people of South Africa and showcase the DNA of our nation to the world
Our responsibility as event planners is more than just logistics and aesthetics; it is to embody the spirit of the country in all we do. Whether it’s a public sector event, a national celebration, or an occasion like the 2024 Presidential Inauguration, our role is to interpret and accentuate South Africa’s spirit.
By designing impactful activations such as the digital installation of the South African flag at the Union Building, we ensured that the essence of the country is present at all public events.
We have the responsibility to elicit emotion, remind people of their shared identity, and commemorate the anniversaries that bring us together as a nation.
Every occasion provides an opportunity to promote the principles of togetherness, democracy, and resilience that our flag represents.
This project was more than just The Allure Group activation; it was a contribution to South Africa’s historical narrative. The installation will live on in the memory of South Africans and the global audience who witnessed the inauguration, reminding them of the significance of the event and the might of the nation.
As event industry leaders, it is our responsibility to create work that has a long-term influence. We don’t just plan events; we create experiences that tell stories.
And when it comes to working with the government, these stories are often part of a much larger conversation about who we are as a country and where we are headed.
At the heart of our work is a strong desire to promote the essence of South Africa, and there is no higher honour than doing it through powerful activations that survive the test of time.
The South African flag, which digitally flew high during the inauguration, was more than just a sign of leadership transition; it was a beacon of optimism, pride, and solidarity for all South Africans. No DNA, just RSA.
Bonnke Shipalana is The Allure Group CEO.
The Star