Dana Endundo Ferreira creates a digital marketplace for art lovers

By : Aïsha Moyouzame

Date : vendredi, 18 février 2022 15:40

Last updated : lundi, 28 février 2022 03:56

Congolese entrepreneur Dana Endundo Ferreira (pictured) has developed an online platform that serves as a melting pot for art lovers across the world. The platform, Pavillon 54, is presented as the “go-to platform for discovering, buying, selling and understanding Modern and Contemporary African Art.”

She has long worked in the financial sector but said: “I wanted to do something I was passionate about and where I could best utilize my skills.” Dana Endundo Ferreira has a Master's in Business Administration obtained in 2012 from Columbia University in the US. She then went on to specialize in digital strategies and digital marketing in US companies. In 2018, she moved to the UK, where she worked as a consultant for a fintech with business aspirations in Africa. With her background, she decided to do something she was passionate about.

The daughter of two art lovers wanted to create the first leading platform dedicated to the development of Africa's arts and culture, by Africans, for Africans, and the world. To achieve such a feat, she adopted a 3C strategy (commercial, content & community). The commercial aspect naturally involves the various purchases of African works. She then intends to offer educational content to fill the information gap on African art with a well-researched blog and other resources; and finally, she organizes events that help create a strong community where African cultures are shared and celebrated. To date, some 40 renowned artists are listed on Pavilion 54, where they exhibit a variety of works ranging from paintings, photographs, and sculptures that sell for $1,000 to $10,000.

While the numbers are promising, Dana Endundo Ferreira deplores the lack of financial support and infrastructure for the arts in Africa, despite the industry's strong international potential. “We will also soon dedicate a space on our platform to present and offer more visibility to young artists who do not have formal representation in galleries or other exhibition opportunities, but demonstrate great talent and potential," she said.

Aïsha Moyouzame


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