Tayla Foong is a creative powerhouse. A shaper of tastes and maker of experiences, Foong is a true champion of South African design with a dynamic enthusiasm for art, food, and travel. We have had our eye on her work for ages and watched her many successful collaborations with labels big and small, and her design of exciting and imaginative activations. From waking up Gqeberha (her family created a successful food truck market there) to shaking things up in Johannesburg, Foong seems to always be at the forefront of creativity.
Her influence soared with her role at Dokter and Misses, and together they founded the beloved 99 Design store in Braamfontein. While the store is set to wind down (July 2024), Foong’s spark hasn’t dimmed. Through her experiential agency, Dear Friends, she continues to champion local creativity with niche events. If you ask her what drives her, it's community, which makes her someone whose work we deeply relate to, and admire.
"Community is everything to me. It is how I started my business, and how I hosted events in the past. It was always calling on a friend who knew a friend, and we made magic happen that way, and still do today."
You have been a proud promoter of South African design. How did that start?
I was always hosting events and, through these and Instagram, I met many amazing designers and artisans. In 2021, Thabo Housecatz, Joburg Ash, and I launched an event called 'Inside Joburg'. Held at 70 Juta Street, Braamfontein, this event showcased some of my favourite local designers. The event also featured street food prepared by Lumamonate and Meesook's Kitchen, and Housecatz curated a line-up of local underground musicians. At the time, I was working for Dokter and Misses, who co-owned the 99 Juta building. With their vested interest in promoting local design, my network of emerging designers, and available gallery space, we decided to start the store.
You have decided to close 99 Design in Braamfontein, the store you founded. Why the change in focus?
Braamfontein is currently facing a challenging period, with many well-known businesses and stores having closed or relocated to the north. Selling high-end garments and expensive items is difficult in an area primarily populated by students. We've noticed a significant decline in foot traffic over the past year, and it has [also] become increasingly difficult for me to manage it alongside my other nine-to-five job.
What trends in Johannesburg's creative scene have had the most significant impact on Dear Friends?
During my time at 99 Juta, I was always inspired by the young people I met there. Moreover, I was always looking at what other brands were doing internationally and seeing how it could be applied in a local context. Most of my inspiration comes from things I come across online, but also from landscapes and places I visit, or conversations I have. The trends that shape the events we do involve a lot of looking at what the younger kids are into and chatting to them about what their ideal event would entail.
Community is everything to me. It is how I started my business, and how I hosted events in the past. It was always calling on a friend who knew a friend, and we made magic happen that way, and still do today.
You've built an amazing community around the work you do. What's your secret?
Be authentic, and always try help those around you.
As someone who takes pride in their Chinese heritage, guide us to three places that tie you back to this identity in Joburg.
The SACSA Easter Tournament [a Chinese sports tournament started in 1969 and held annually across South Africa]. My uncle's house (also the owner of Meesook's Kitchen). We always chat about our heritage and share great food. And Chinatown, Cyrildene.
"Most of my inspiration comes from things I come across online, but also from landscapes and places I visit, or conversations I have."
You recently gave a masterclass on Mastering The Art of a Thriving Creative Career at the Basha Uhuru Festival at Constitution Hill. What's the most valuable lesson you have learnt?
It takes time, patience, consistency, and dedication for something to work.
What's the number one thing you won't compromise when expressing your creativity?
My voice and vision shape my approach. I have a very specific way of doing things and a clear idea of how I want them to look.
Three things you wish you had known before starting your own business?
How to deal with money, how hard it is, and how to manage people and personalities.
Home is...
A collection of all your favourite things.
Your favourite Joburg suburb, and why you choose it?
Braamfontein. It always finds a way to reinvent itself, and I love that.
What is a surprising thing people might learn about Joburg by having a conversation with you?
That I'm from PE [Port Elizabeth, now named Gqeberha].
What three things should a visitor not leave Joburg without seeing or experiencing?
Hallmark House Rooftop, 44 Stanley, and a walking tour through Braamfontein.
One song on your Joburg soundtrack that either is about Joburg or makes you think about this city?
Johannesburg by Africa Express featuring Gruff Rhys, Morena Leraba, Radio 123, and Sibot.
The most memorable meal you have eaten in Joburg?
[Mexican street food eatery] Baha Taco in Norwood. I loved sitting at the roadside bar counter, chatting with the owner, and enjoying small plates and margaritas.
If you could buy one Joburg building, which would it be?
Hallmark House.
If you were the Joburg mayor for one day (average tenure) what would you change?
Public transport. I wish it ran more efficiently and we could commute all over the city with it, as they do on the Metro/Subway.
Favourite Joburg label, and why?
Long Season. Great clothes, well-made, unique cuts.
What makes someone a Joburger?
They know how to hustle. I really admire their work ethic.
What do you love most about Joburg?
The people.
What do you least like about Joburg?
Traffic and potholes.
Your number-one tip for a first-time visitor to Joburg?
Book a tour with a local or through Airbnb. Also visit my Joburg hit list which includes: Braamfontein for 99 Juta, Play Braam, The Artivist; 44 Stanley; Northcliff Ridge; and Keyes Art Mile. Have drinks and watch the sunset at Hallmark House. Home of the Bean in Maboneng. Then drive to Nirox Sculpture Park and Ground The Venue. Explore Grant Avenue in Norwood. Visit Joburg during jacaranda season, and lastly, hop on the Gautrain and take a day trip to Hatfield, Pretoria.
One Joburg personality whom you would honour with the freedom of the city if you could, and why?
Trevor Stuurman [Stuurman is a South African multimedia visual artist].
The perfect weekend in Joburg includes...
Start with your morning run, drive out to Nirox Sculpture Park and explore the gardens. Then visit Ground The Venue's market for a glass of wine in the sun, and enjoy a meal. Also, go for some ceramic painting and chill!
Three words that describe this city.
Fast, cultural, African.
Check out some of our previous #MyJoburg interviews for more insights into the city:
#MyJoburg with Rebecca Potterton, artist and illustrator
#MyJoburg with Alastair Meredith, art specialist and auctioneer at Strauss & Co
#MyJoburg with Ricci Kalish Liedeman, fashionista and founder of Big Bad Batch
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