Collective Africa was born from Nicky Greig’s deep connection to the continent and a desire to share its beauty through design, craftsmanship and storytelling.
Founded by Greig and now in partnership with Tashas Group, the concept store has become known for its thoughtful mix of interiors, art and objects sourced from across Africa and beyond.
Blending contemporary design with heritage and handmade craft, Collective Africa offers a space that feels warm and personal. Each piece is chosen not only for how it looks, but for the feeling and story behind it, creating an experience that feels closer to stepping into a beautifully collected home than a traditional retail space.
Art in the Middle chats with Greig about the inspiration behind Collective Africa, her approach to curation and the stories woven through the brand.
“My love affair with Africa began in childhood, through time spent in the bush and on safari, where I felt completely connected to something far greater than myself,” says Greig.
Those early experiences became the emotional foundation of Collective Africa. For Greig, the idea was never about creating an interpretation of African design, but rather offering a more thoughtful and contemporary perspective through interiors, craftsmanship and art.
“So often, representations of the continent leaned into cliché, missing its depth and its extraordinary creativity,” she explains. “I wanted to create something that felt more layered and emotionally connected.”
That vision has since evolved into one of the region’s most distinctive retail concepts. Walking into Collective Africa feels immersive and intimate, with sculptural objects, rich textures and artisanal pieces carefully arranged to create a sense of discovery throughout the space.
Greig describes the brand’s identity as soulful and evocative, shaped by a balance between heritage and modern design. “It is inspired by Africa, where heritage meets modernity, where raw beauty is expressed through refined design,” she says. “There is warmth to it, emotion and a quiet sense of luxury.”
This sense of emotion sits at the heart of Greig’s curatorial process. Rather than following trends, she is guided instinctively by pieces that spark feeling and connection. “I am drawn to objects that evoke emotion, something that stirs a memory, sparks curiosity, or simply makes my heart skip a beat,” she says.
While Africa remains the inspiration behind the brand, the collection itself is globally sourced, bringing together makers and artisans whose work reflects the spirit and craftsmanship Greig is drawn to.
“Many pieces are designed and made on the continent, while others are curated from around the world,” she explains. “What connects them is a shared feeling and a connection to Africa in some way.”
Every object plays a role within the wider story of the space. Whether through texture, materiality or craftsmanship, Greig approaches each selection with the intention of creating an environment that feels layered, considered and personal.
“Each piece must stand beautifully on its own but also contribute to the atmosphere of the space as a whole,” she says. “It is about creating something immersive that people can connect with emotionally.”
Despite the growing success of the brand and its expansion into hospitality, Greig remains closely connected to the original vision behind Collective Africa.
“It is deeply personal,” she says. “It reflects my own connection to Africa and the beauty I see within it.”
That same design language has translated naturally into hospitality partnerships including Flamingo Room in Riyadh, Dubai and Abu Dhabi, as well as Bungalo34, where interiors, retail and dining come together to create a seamless guest experience.
“It feels like a natural extension of the brand,” Greig explains. “Hospitality allows people to experience Collective Africa in a different way through atmosphere, design and storytelling.”
Looking ahead, Greig sees the future of Collective Africa continuing to evolve through meaningful collaborations and thoughtfully designed spaces. Expansion remains on the horizon, particularly within luxury hospitality environments that align with the brand’s immersive approach.
“We are exploring opportunities to bring the concept into beautifully considered hotels and hospitality spaces where guests are already seeking something emotional and design led,” she says. “It is important that any growth still feels aligned with the heart of the brand.”
For Greig, the most rewarding moments are not necessarily tied to growth, but to the way people feel when they walk through the doors.
“Success is when someone enters the space and feels transported,” she reflects. “That sense of connection and discovery is what Collective Africa is really about.”
Visit: Collective Africa
Hayley is passionate about everything 90s, from art and fashion to music. Her love for glossy, artful coffee table books started early during her days in book publishing and has only grown since. She collects luxury magazines from around the world, enjoys exploring creative workshops around the city, and always chases dinners with a view, preferably by the beach.
