The Dr Esther Mahlangu Retrospective was a groundbreaking exhibition, featuring over 100 artworks, including her iconic BMW Art Car, which returned to South Africa for the first time since 1991. 

Despite her international acclaim, Dr Mahlangu had never been honoured with a comprehensive retrospective, highlighting a broader issue—the underrepresentation of African female artists on the global art stage.

The campaign aimed to:

• Celebrate Dr Mahlangu’s career and cement her legacy.
• Generate global recognition for African female artists.
• Ensure safe transportation of delicate artworks, including the BMW Art Car.
• Balance public demand for Dr Mahlangu’s presence while respecting her age and residence in Mpumalanga.

Getting the basics right

• Formed an integrated task team with representatives from Alkemi Collective, Melrose Arch Gallery, Fitz & Co, and BMW to ensure a cohesive strategy.
• Conducted a targeted media audit to engage local and international media & stakeholders effectively.
• Developed a social media content calendar featuring teasers and behind-the-scenes moments, including the craning of the BMW Art Car into the National Gallery.

Bringing the story to life

• Curated a globally attended VIP launch in Cape Town, attracting leading media, influencers, art industry figures, and Ndebele cultural representatives.
• Hosted exclusive previews & personal walkabouts with the Curator, key art critics, and industry leaders.
• Created an interactive public experience, with special guided tours & sessions hosted by Dr Mahlangu herself in February 2024.

Sustaining her story & legacy

• The campaign contributed to Dr Mahlangu receiving an Honorary Doctorate from UNISA, further reinforcing her impact.
• Designed educational programmes, including workshops, symposiums, and school visits, tailored for different cities to ensure cultural preservation.
• Initiated the development of a children’s book, extending her influence to future generations.

Unprecedented public & media engagement

• The campaign set a new benchmark for South African art exhibitions, garnering global recognition.
• Achieved widespread local & international media coverage, elevating African female artists’ representation.

Legacy & cultural recognition

• Secured Dr Mahlangu’s Honorary Doctorate from UNISA, a historic milestone in her career.
• Expanded access to Ndebele art education, ensuring cultural storytelling continues beyond the exhibition.

Overcoming challenges with strategic execution

• Successfully coordinated the safe transportation of artworks, including the BMW Art Car, through partnerships with specialised art logistics experts.
• Balanced public demand for Dr Mahlangu’s presence through interactive digital campaigns, allowing engagement while respecting her personal circumstances.

A lasting cultural impact

• The Dr Esther Mahlangu Retrospective was more than an exhibition—it was a milestone in South African art history, ensuring that her contributions to art, culture, and heritage are celebrated globally.

Global industry recognition
The retrospective attracted high-profile international representatives from leading art institutions, including:

• The MET (USA)
• MoMA (USA)
• Brooklyn Museum (USA)
• De Young (USA)
• Smithsonian National Museum of African Art (USA)
• The Tate (UK)

Elevating African Art on the global stage

• Ebony Artistic, a globally recognized art platform, named Dr Mahlangu "the hottest ticket at LA Frieze," solidifying her status at one of the world’s most prestigious art showcases.
• UK-based publishers Thames & Hudson are publishing a book featuring exclusive interviews between internationally acclaimed Swiss art curator and critic Hans Ulrich Obrist and Dr Mahlangu, further cementing her legacy.

 A Cultural Milestone for South African & African Art

• The exhibition set a new benchmark for African female artist recognition, creating a long-lasting impact on the global art industry.

Exceptional digital & social media reach

• Over 2 million people reached on Facebook, with 111,000+ interactions (likes, comments, clicks).
• Organic reach of 77,000+ on Instagram, generating 40,000+ interactions (follows, likes, comments).

Extensive media coverage & global exposure

• 280 media features, reaching an audience of 229.4 million people.
• 10 international media representatives attended the launch, ensuring global visibility.

Tier 1 Media wins & industry recognition:

•  Art & Culture Platforms – Featured in Art News Africa, Art Times, Fifty-Four Magazine, and Design Indaba.
• National Media – Covered by ENCA, News24, Newzroom Afrika, SABC News, Business Day, and Sunday Times.
• Lifestyle & Consumer Media – Showcased in Private Edition, Les Beaux Arts, Hypebeast, and Time Out Magazine.
• 43 exclusive interviews secured for key spokespeople, amplifying the narrative on a global scale.

A historic moment for African art

•  The exhibition not only celebrated Dr Mahlangu’s legacy but also redefined the representation of African female artists, ensuring their place in global art history.