Adefola Toye writes:
The first architectural journal in West Africa, The West African Builder and Architect (WABA) was published in 8 volumes between 1961 and 1968, and covered the field of architecture and building in the region. Nation-building programmes had started in newly independent West African nations by the early 1960s. These projects were centred on large-scale infrastructure projects for national development, which sparked a boom in design and construction. In contrast to earlier architecture journals on colonial Africa that were published for a metropolitan readership,i WABA was founded by and for professionals based in West African countries to share information on practice in the developing industry and encourage cooperation among practitioners. ii
The journal began with an editorial panel of British architects: Kennett Scott in Ghana, and Anthony Halliday and Robin Atkinson of Fry & Drew and Partners in Nigeria.iii Oluwole Olumuyiwa, one of the few Nigerian architects who studied abroad and established practices upon their return, was the only West African on the panel. Among the WABA’s target audience was the modest number of engineering and architecture students studying in West Africa. It aspired to equip them with valuable information regarding their future careers that were specific to their environment.
Published articles included news on new projects finished in Ghana, Nigeria, Liberia, and Sierra Leone as well as articles by skilled professionals discussing contemporary design and building methods in West Africa. Regular publication features included technical reviews of new products, updates on development work in the countries covered, and advertising placements.
At that time, British practices operating since the 1940s dominated the architecture field in the region. They completed late colonial buildings using tropical modernist designs. This group of foreign architectural firms, including James Cubitt & Partners, Kennett Scott Associates, Architects’ Co-Partnership, Fry, Drew & Partners, etc., produced a significant number of the new structures published in the WABA journal. The projects of the general contractor, Taylor Woodrow and the engineering consultant, Ove Arup & Partners were also listed. Buildings for government organisations, corporations, and residences, constituted the bulk of the reported projects. Facilities for telecommunications, transport and healthcare were also mentioned.
The WABA journal served as a reference for the purchase and sale of building supplies and services through advert placements, advertisers index and buyers’ guides. Advertisements in volumes 1 and 2 of the journal reflect the state of the construction industry in the early 1960s independent West Africa. As the region’s manufacturing industry was in its cradle, building supplies and equipment were primarily imported and distributed by West African-based agents. Most of the distributors’ advertisements in the journal were from multinational corporations that were at the forefront of trade in colonial West Africa such as United Africa Company, GBO (G.B. Ollivant) and CFAO (Compagnie Française de l’Afrique Occidentale). GBO Building Department for example was a former subsidiary of British merchant GB Ollivant and had been operating in Nigeria since the late 19th century. Vivian, Younger & Bond Ltd and John Holt Technical were among more well-known suppliers with numerous locations throughout West Africa.
By constructing new facilities and forming partnerships with public and private organisations, foreign manufacturers also expanded their presence in West Africa. In their various local factories, International Paints (West Africa) Ltd., Dorman Long (Ghana) Ltd., and Nigerite (in Nigeria) produced paint, steel, and asbestos sheets respectively. The headlines of these corporations’ advertisements in WABA highlighted the launch of new plants and their support of the local economy. Additionally, advertisements for locally produced goods included the clause “made in Ghana” or “made in Nigeria.”. There was a minimal presence of indigenous manufacturing companies. NIGERCEM-Nigeria’s first locally owned cement factory was the only producer to include this feat in its advertisement.
Some organizations used their advertisements to highlight their importance and reputation in the sector. Advertisements for general contractors and subcontractors were designed to appear as portfolios of completed and continuing projects. The advertisement pages for the metal component company Henry Hope & Sons Ltd always showed an image of a brand-new building fitted with their curtainwalls and/or sun breakers. This was displayed alongside a brief overview of the building including its location and architect’s name.
The journal adverts reflected companies’ recognition of their role in nation-building. Multinational corporations boasted of their delight and pride in partaking in the “progress” and “growth” of the economy and the future of new countries. Was this marketing approach merely chosen to appeal to the development-oriented nature of the new market, or was it implemented to emulate previous advertisements by foreign businesses (like UAC) in response to criticism of neo-colonialism? iv
Companies targeted their advertisements not only at professionals but also at citizens in West Africa. These advertisements directed at building occupants first appeared in the 1962 issues and frequently alluded to modernity. Adverts for flooring, sanitary fittings, and appliances included large texts with phrases like “gracefully modern” and “modern living.” This contrasted with building supplies adverts-directed at professionals-which hardly referenced modern living. The late colonial era’s ‘africanization’ programmes aided the growth of the middle class by giving priority to the education and employment of Africans by public and private sector organisations. Likewise, housing initiatives launched by government agencies like the Ghana Housing Corporation and the Nigerian LEDB (Lagos Executive Development Board) in the 1950s attracted this demographic. They were characterised by their higher economic and educational status, as well as a household lifestyle distinct from the traditional communal family structure.v Was the reference to a modern lifestyle a marketing strategy to attract the West African middle class who had adopted a western-oriented lifestyle?
The WABA journal provides an account of the building sector’s development in independent West Africa. The journal advertising demonstrated how companies promoted their products to appeal to both individual and national ideals of growth while navigating the shifting socio-political landscape.
i See Hannah le Roux and Ola Uduku, ‘The Media and the Modern Movement in Nigeria and the Gold Coast’, NKA (Brooklyn, N.Y.), 2004.19 (2004), 46–49.
ii ‘Introduction’, The West African Builder and Architect, 1:1 (1961), 1.
iii In 1961, the Nigerian office of Fry, Drew and Partners became Fry, Drew, Atkinson Architects Nigeria under the leadership of Robin Atkinson. ‘Nigeria Developments’, The West African Builder and Architect, 1.4 (1961), 108.
iv Bianca Murillo, ‘“The Devil We Know”: Gold Coast Consumers, Local Employees, and the United Africa Company, 1940–1960’, Enterprise & Society, 12.2 (2011), 317–55
v Daniel Immerwahr, ‘The Politics of Architecture and Urbanism in Postcolonial Lagos, 1960-1986’, Journal of African Cultural Studies, 19.2 (2007), 165–86 (p.175)