Ife Olowu, a 27-year-old visual artist, is the Chief Executive Officer of House of Designs, a brand that uses augmented reality in paintings. He tells NAOMI CHIMA about his career
What is your educational background?
My artistic journey began at the Yaba College of Technology Staff School, where I had my primary and secondary education. I continued my education at the University of Lagos, where I studied Painting in the Creative Arts department.
What informed your decision to study creative arts and painting?
I have always had a deep love for art. As a child, I usually grabbed movie covers, cartoons and comics, such as Supa Strikers, attempting to recreate what I saw.
Despite not fully understanding it then, the joy I found in those moments foreshadowed my true passion for art. As I grew older, I embraced my artistic calling, and decided to share my aspirations with my parents. Encouraged by their support, I pursued my passion.
At what point did you know that you wanted to take it as a career?
My artistic journey dates back to my secondary school days, when I would eagerly visit my parents, who both worked at Yabatech. It was in the art department that I really discovered my love for art, especially as my mum, a textile artist, specialised in adire and batik.
The fascination with the art of dyeing clothes, and watching my mum create intricate patterns, fueled my growing passion. As I transitioned to the University of Lagos, the world of art expanded for me. It was here that I delved into painting and exploring the expressive power of colours to convey my emotions and thoughts.
This journey has been more than a personal exploration; it has become my profession. From those early days of scribbling to find my voice through painting, each step has shaped my identity as an artist.
How did you discover AR and start incorporating it into your paintings?
My love for art pushed me to discover and blend AR in my artworks. At that time, I was trying to improve my printing business. But, I thought I should work more on my art, so I could have some form of leverage when I eventually become a full-time artist.
Also, I am a very inquisitive person. I wanted a change, so I started searching for how I could bring my artworks to life. I did some research online and discovered augmented reality in 2019. I thought of how I could bring out something from it, and add one or two things.
So, I called some of my friends, we got a project manager, put a team together and started exploring.
What do you hope to achieve with that concept?
I am trying to let people know that there is a form of art that can give its own interpretation. My paintings talk and sing. I am trying to get people to appreciate paintings more, and let them know that it is not a luxury, as some think.
What inspires your paintings?
I find inspiration in everyday life, including my experiences, love, and heartbreak. My art is fuelled by the stories and places I encounter. Right now, I am working on something that delves into a specific piece of history. Each painting I create bears a personal significance.
What are your major highlights as a painter?
An important moment in my artistic journey unfolded when I seamlessly integrated AR into my work, propelling it to global acclaim. The recognition from prestigious platforms, such as BBC, CNN, Reuters and others have also illuminated the innovative intersection of technology and art.
Beyond the accolades, the incorporation of AR is reshaping the landscape of the art world, carving out a distinctive niche.
This transformative blend has not only enhanced my artistic expression, but has also garnered widespread acceptance, particularly within the vibrant artistic community in Africa.
Evidenced by successful exhibitions in both Lagos (Nigeria) and Ghana, the embrace of AR has allowed my creations to transcend traditional boundaries, offering audiences a dynamic and immersive artistic experience.
How would you describe your style of painting?
I am an expressionist painter. I make use of colours to portray emotions.
Tell us about the art exhibitions you have had?
My team and I launched our first collection called, Coloured Reality, in 2022. And, in 2023, we launched Metamorphosis.
I am currently working on a new collection for my solo exhibition and group exhibition in the United Kingdom, France and Mexico.
All the exhibitions were awesome, with lots of recognition. The turnout was massive. I even got an endorsement because of the exhibitions.
What plans do you have for your craft?
I am looking forward to working with the government to have a bigger workshop. I also have plans to train indigenous youths, who are interested in painting.
What are the challenges you face as a visual artist, and how do you overcome them?
One of the challenges artists like me face in Nigeria is a lack of value for the arts, especially sculptures and paintings.
The truth about our market is that pushing the arts out there is difficult, because of the level of acceptance. Some people see art or painting as a luxury, but it is not.
Funding and getting the right materials are the other challenges. Materials in Nigeria are substandard, so we have to make do with what we have.
To overcome those challenges, I make my art unique by fusing it with AR, so when it speaks or sings to people, they can become fascinated, and would want to explore, and possibly buy.
However, I want people to see the value in what artists do. I think by the time people start valuing arts and artists start getting global recognition, the value will begin to correlate, and the industry will improve.
Who are your role models and in what ways have they inspired you?
Someone I look up to is the late painter, Leornardo Da Vinci. He was a genius, and I am trying to be one too.
What opportunities has being a visual artist given you?
Art has given me the platform to express myself, and travel around the continent without leaving Nigeria. I also have upcoming shows in Canada, United Kingdom, Finland and Rwanda.
How did your family influence your career choice?
My family members, especially my mum, have been a driving force in shaping my current path. In 2013, she advised me to learn printing and design, before resuming university. I am glad I followed her advice, as it led me to become self-employed, and I’ve been thriving in my creative journey ever since.
How do you unwind?
I watch movies and go out with friends.
What advice do you have for other artists ?
They should be consistent— show up every day, regardless. You should also practise, and be on top of your game. If a space is not created for you, build your own. Ultimately, you owe it to yourself to be successful.
