Oranjemund has been a mystery for many years, everyone knows about it but very few have seen it. This was mainly due to the town be a restricted area. Only people working for the mine could live there, and visits from friends and family were strictly controlled. Today, after 85 years, Oranjemund is a much changed town. During the last 10 years the town was proclaimed, a local authority was established, the town’s security restrictions were lifted and is now open, not only to visitors but also for residents to own property and stay in the town. Namdeb, OTC and the community envisaged the future Oranjemund they would like to see and crafted a vision 2030 for the town. This includes weaning the town’s dependency from diamond mining and creating a sustainable future. In order to achieve this, Namdeb created OMDis Town Transform Agency, a Special Purpose Vehicle and a separate legal entity tasked with diversifying Oranjemund’s economy, primarily through establishing other large industry platforms like agriculture and tourism. As such OMDis aims to unlock the tourism potential of the town through the implementation of the Oranjemund Tourism Strategy, which includes creating a unique brand for the town, as well as developing attractions for the town.
Given its rich history, biodiversity and the general mystery associated with Oranjemund, tourism as an emerging industry is a vital part of the transformation and sustainability of Oranjemund. With this in mind, and with the direct purpose to further refine Oranjemund’s unique identity, OMDis launched the Art Can Transform project, a one-of-a-kind project in Namibia. Facilitated in 2021, this project saw artistic and creative interventions throughout Oranjemund in various forms.
The inspirational effect of art and culture on tourism has been proven around the world. The tourism sector of many European and African cities is driven by their cultural wealth. Art and culture do not only have the potential to create local jobs but could stimulate tremendous interest in a town or city as a preferred destination. Once a unique identity has been established and positive feedback is spread nationally and internationally by previous visitors, a town with an art focus could become an irresistible magnet to tourists and investors. This is particularly important for Oranjemund as it has been closed for so many years and has the opportunity to introduce itself to the world with a fresh perspective.
OMDis initiated the 'Art Can Transform' project whereby well known Namibian artists were asked to make sculptures or paint murals specifically themed to the town. In total 10 murals, 3 sculptures and 2 indoor installations were completed.
Elisia Nghidishange is a sculptor who eagerly takes on the challenge of making very big artworks, welding large scale figures from mostly recycled metals. For Art can Transform in Oranjemund Elisia designed ‘Welcoming Man’, a 3 meter-high figure, standing laughing with arms out-stretched to welcome newcomers to the town
‘Welcoming Man’ is made from scrap metal and other found objects Elisia salvaged from the Oranjemund rubbish dump, the materials adding another layer of meaning to the sculpture by representing the life and history of the town. Elisia says: “I understand that Oranjemund is now open to everyone and is wishing to encourage many tourists to visit the town, I hope that this big sculpture, which symbolises the generosity of Oranjemund residents, will overwhelm everyone’s hearts and make them feel great.”
‘Welcoming Man’ can be viewed from a distance as visitors approach the town, placed on a pedestal to increase its scale, and giving visitors a first glimpse of all the wonderful art they will encounter as they continue to explore the town.
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