African Grace
New Year’s Eve campaign for a premium hotel.
These themes represent a gracious, conscious and collective way of bringing in a New Year, especially in Africa.
Learn more about this project
The Table Bay hotel, opened in May 1997 by iconic former South African president, Nelson Mandela, is situated on the historic Victoria and Alfred Waterfront. Perfectly positioned against the backdrop of Table Mountain and the Atlantic Ocean.
The hotel is set in the heart of the Cape, a city that’s considered to be a cultural hotspot. It’s only fitting that culturally rich New Year’s Eve affairs are hosted at The Table Bay, known as the Best Address in Cape Town.
Circle was tasked with conceptualising the themes for The Table Bay’s New Year’s Eve events. Annually, the hotel hosts two celebrations to commemorate the year-end, one in The Atlantic and the other in The Ballroom, both of which include a three-course dinner and live entertainment.
The themes Circle conceptualised were African Grace and African Tribe, positioning The Table Bay as a place where new beginnings and a new sense of belonging is celebrated. The idea is centred around modern-day consciousness and social connection, an expression of freedom with a desire to feel connected as one.
The imagery used comprise of beautiful African women complemented with earthy tones which, together, symbolise a sense of connectedness through earth. These themes represent a gracious, conscious and collective way of bringing in a New Year, especially in Africa. These festivities are more than a gathering, they’re celebrations of humankind, mother nature, new beginnings, a shift in thinking and new way of being.
