Swiss-based 3C Group is the force behind some of the most respected platforms in global design. This year, in collaboration with Africa Design School, the first non-profit design school in West Africa, they launched the African International Design Awards (AIDA). We spoke with director Astrid Hébert about the vision behind these initiatives.

Astrid, what’s the vision that brings 3C Group’s diverse initiatives together? 

We are committed to celebrating people who care deeply about what they create. Each award highlights a specific design discipline — what unites them all is our belief that creativity deserves to be recognised, nurtured, and shared. 

You also oversee D5 MAG, which has grown into a platform in its own right. 

We envisioned it as more than just a companion to the awards. We cover not only big names but also emerging talents, experimental projects, and the stories behind the designs. It became a platform that reflects our philosophy: that creativity is everywhere and deserves to be documented. 

You recently launched the African International Design Awards. Why Africa — and why now?

The AIDA Awards aim to celebrate diversity, sustainability, and the power of design to drive change. Africa is a vibrant, exciting landscape for design, yet it remains underrepresented on the global stage. 

We’ve partnered with the Africa Design School in Cotonou, Benin, an institution dedicated to promoting design across Africa and training the next generation of talent. They bring a deep understanding of both local context and international standards —and with Bibi Seck as our Head of Jury, we’ve brought on someone who truly embodies that global-local connection. 

What excites you most about what’s next for 3C Group? 

3C Group is growing not just in the number of platforms, but in the depth and quality of experiences we offer. We’re planning meaningful in-person award events where winners can connect and celebrate together. We’re also investing in stronger partnerships with schools, brands, and industry leaders to increase our impact; the next chapter for 3C Group will focus on deepening these relationships. For more information about 3C Group, its awards, and D5 MAG, visit 3cawards.com.

Taboo Design by Bibi Seck

Photography by Antoine Tempé

Additional Credits:

Top left image: IKEA – OVERALTT, Photo by Bibi Seck

Leading banner image: Taboo Design by Bibi Seck, Photography by Antoine Tempé