By Eyasu Zekarias

The Hilton Hotel in Addis Ababa hosted the opening of the third art exhibition, titled “Branding and Visual Communication,” which delves into Ethiopia’s rich culture and history spanning the last 100 years.

The organizers emphasized that this exhibition, the first of its kind in Ethiopia, presented extraordinary content and unique presentations. The showcase features a collection of 84 iconic Ethiopian brands.

Ephraim Beyene, originally from Dessie in the Amhara region, embarked on a journey to Sweden 34 years ago in 1989 to study art through the Swedish Embassy. Currently working as a consultant in Stockholm specializing in branding and communication, Ephraim highlighted that the exhibition, which commenced on September 14, will run until November 15, 2023. Unlike the previous two exhibitions, this edition showcases artwork on fabric and paper bags, serving as a commemorative album depicting the extensive collaboration between the Walias Band and the Hilton Hotel over the years.

Ephraim, driven by his dedication to his country, mentioned that he personally funded and worked on this project, emphasizing that admission to the exhibition is free for all visitors.

The organizers conveyed a message through this exhibition, advocating for the use of paper and cloth bags instead of plastic. They also noted that the previous art fairs were held consecutively for three years, but this time, they aimed to create a visually stunning display with meticulous attention to detail.