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CASE IN POINT | Artform Framing Factory
by Andrew Ngozo
Framing the Mandela and Other Moments
Walking into the room, one cannot help but notice the positivity and exuberance that seem to come so naturally to Alexandra Adamczyk, owner of Artform Framing Factory. But, before meeting the woman who has sustained her market-leading business in the South African market for 17 years, one is struck on entering the Artform Framing Factory front office by the beautiful array of different frames that adorn the walls of the office. This is merely the starting point for an interaction in which those special moments can be frozen and preserved for eternity through frames that are nothing short of wondrous works of art.
Adamczyk quickly notices that we are enthralled and says, “This is what we do. Artform specialises in framing sports and political memorabilia for private and corporate clients.” She takes us to a large frame balanced against the wall and, immediately, there is a note of pride in her voice as she enthuses:
“This is one of our most important works to date. It is part of the Nelson Mandela work that we are doing by telling the story of the beloved statesman through artefacts that bear his original, and famous, signature.” The piece in question is a beautiful frame that contains the writings of the late great man, including several copies of his book, Long Walk to Freedom, that has been translated into Hebrew, Spanish and Japanese, to mention but a few. This particular artefact also includes Nelson Mandela’s original handwritten manuscript which has since become the preamble to the internationally distributed book. Other frames in this series include a signed ballot paper from the first democratic elections in 1994. Also showcased is Nelson Mandela with world leaders such as former American President Bill Clinton and a signed picture of current President Barack Obama.
Moving further back into the premises, one cannot help but notice, and be impressed by, the excellence and dedication shown by the Artform staff as they carry out their daily duties framing memorabilia, big and small. “They are fully aware that there is no substitute for excellence and that is why our clients keep coming back,” Adamczyk points out. Apart from the political works depicting the life and times of Nelson Mandela, Artform Framing Factory also specialises in framing sports memorabilia. In this range are signed football boots, soccer jerseys, Formula 1 racing gear and boxing gloves, all from the likes of Lionel Messi, Diego Maradona, Michael Schumacher and Tiger Woods. Most recently added to the already impressive list is the framed limited edition original soccer ball for the 2014 Brazil Soccer World Cup, the Brazuca. The list is simply endless.
What strikes one as Adamczyk takes us on a tour of the factory is the passion and pride with which she talks about each piece. It’s as if that particular work is her best. She explains: “Simply, each work is a masterpiece and a client should not expect any less. We deliver value for money and will continue innovating to bring to market the very best that the framing world has to offer.” The Artform Framing Factory recently unveiled an interactive website where users can also order or shop online. Visit www.artformfactory.co.za for more information.