STORYTELLING ART
Central to Curiocity’s approach is a storytelling element that comes through guided tours, dynamic in-person and virtual experiences, as well as collaborations with creatives that are fused into the experiences and the spaces.
Reflecting on that creative synergy, Dube pointed out a mural in the Green Point space, titled Far from Home.
“If you look at the mural on the first side [of the property], we worked with a prominent South African artist, Atang Chikare,” he said.
“At face value, you’ll see beautiful artwork, but when you start to read between the lines, the parts you see on the facade represent the roads that lead us home since Curiocity is home to many global citizens who stay with us. It was fitting for such a prominent artist to create meaningful murals with us.”
The work looks like a map of the London underground or the subway in the US. Different places that have different types of transport systems that connect them together from one neighbourhood to the other. It also looks like a neighbourhood itself.
“It’s meant for people to feel like they’re in their own neighbourhood in some way or the other,” Chikare said of his work.
Believing that we are all descendants of African griot storytellers, writers and poets, Dube’s calling is to connect South Africa and the African continent through experiences, using Curiocity as his vehicle. Thus, the storytelling in Curiocity’s spaces, reflected in the art, literature and decor, represents the African experience.
“In some of our common areas and rooms, we source literature from Chimurenga in Woodstock. We could have gone to any bookstore but we chose to highlight significant spaces and people within Cape Town, especially from the Black perspective,” he said.
“When guests pick up a book, they might wonder where it’s from, and we tell them about Chimurenga, encouraging them to visit, buy souvenirs or take part in their programmes. Even our furniture is sourced from local makers to make each Curiocity experience unique.”
Additionally, the brand recently collaborated with the 2024 International Public Art Festival hosted by BAZ-ART to host 20 artists in Cape Town. Dube’s team also participated in activating street art tours for the week-long event.
“These collaborations are key to Curiocity’s success. Any hotel can be a hotel, but our partnerships with local creatives and storytellers make us stand out,” Dube said.
“Curiocity is very experience-led, meaning guests don’t just stay in a hotel room; they immerse themselves in the neighbourhood, guided by local storytellers who share the narrative of the area and the country.”
The upcoming Curiocity Kloof Street will tell the story of its area through murals and artwork, with plans to collaborate with South African graffiti artist Dekor One.
It will feature a variety of room types, including deluxe suites, family units, female-only dorms, mixed dormitories, gender-neutral dorms, and single units, catering to a wide range of guests, from young travellers to executives.
The new space will also have communal areas, continuing Curiocity’s tradition of offering unique, experience-led stays.
Having experienced his own challenges connected to limited knowledge of the industry, he believes tourism in South Africa has often been undervalued as a subject in the education system.
He aims to change that narrative by highlighting its potential for social change and entrepreneurship.
Looking ahead, Curiocity plans to expand within South Africa over the next five years, with the long-term goal of establishing spaces across the continent.
Dube envisions Curiocity connecting key African cities, offering hospitality from Cape to Cairo and Morocco to Madagascar, partnering with like-minded entrepreneurs to unlock regional potential. Focus and strategic growth are crucial for Dube, aiming to position Curiocity as a robust and leading travel brand in Africa.
By emphasising storytelling and meaningful experiences, Curiocity has carved out a unique niche in the hospitality industry, driven by a vision of connecting people and places through the power of curiosity.
As Curiocity’s philosophy states, “Every great journey begins with curiosity.”
