EDUCATION CULTURE AND HERITAGE
Echoes of Parow
South African Jewish Museum
“Echoes of Parow” is a temporary exhibition design and produced by formula D_ at the South African Jewish Museum. It tells the story of three generations of the Jewish community in Parow, one of Cape Town’s oldest townships. While deeply rooted in local history, the exhibition’s themes extend far beyond. It is a story of community, the emergence of a South African Jewish identity, and the broader trajectory of South Africa’s development in the 20th century.
The exhibition’s minimalist design fosters a profound sense of immersion, combining theater-style set design with location-triggered, dramatized audio narration. As visitors move through the space, they encounter a series of vignettes that bring to life the daily experiences of ten central figures from the Parow community.
These ten protagonists were selected as archetypes representing Jewish communities in South Africa and beyond. Using AI imaging technology, formula D_’s designers created life-sized representations of these characters from a limited number of historical photographs—most of which were black and white and of low resolution. AI was also utilized to enhance set graphics, making historic imagery appear more lifelike.
Visitors engage with the stories through a tablet encased in a picture-frame-themed pouch, providing access to dramatized audio narratives as well as original oral histories from community members. Content is revealed only at specific locations within the exhibition, triggered by Bluetooth beacons. Additionally, a digital location map helps visitors track which scenes they have experienced, and which remain to be explored.
The exhibition is the result of a successful collaboration between a university-based research team, the funder, the SAJM team, and formula D_, the lead agency responsible for concept, design, and fabrication. Following its overwhelming success in Cape Town, plans are now underway to bring Echoes of Parow to Johannesburg.
With a tight budget of less than $200,000 for design, production, and installation—but with high ambitions from both the museum and the design team—a strategic approach was developed to reduce costs. The strategy focused on consolidating technology expenses into a central app rather than deploying multiple AV exhibits. By making effective use of existing lighting infrastructure, low-cost props, and printed materials, the final outcome far exceeded expectations of what could be achieved within the available budget.
“Echoes of Parow” was designed with sustainability at its core, maximizing resource efficiency while minimizing environmental impact. The exhibition repurposed existing museum infrastructure, including lighting and audiovisual setups, to reduce material waste and energy consumption.
Technology was streamlined through a central app, limiting the need for multiple AV installations. Tablets used in the exhibition will continue to serve the museum post-exhibition, supporting school programs and enhancing educational outreach.
Set design prioritized sustainability by incorporating second-hand props sourced from antique shops and custom-built elements made from responsibly sourced wood. Printed materials were primarily mounted on cardboard and wood backing, reducing reliance on plastic-based signage.
By integrating thoughtful material choices and reuse strategies, Echoes of Parow demonstrates how compelling storytelling, and immersive design can be achieved with minimal environmental impact.
