In SADC’s ever evolving artscape lies a gem which shines bright in Windhoek, Namibia. In 2016, The Project Room (TPR) was established with a vision that transcended the traditional gallery space. Founded by Frieda Lühl, a goldsmith who grappled with the challenge of exhibiting small jewellerypieces in vast galleries, TPR began as a modest exhibition platform in her living room. This intimate setting quickly gained popularity among artists looking to showcase experimental works or smaller bodies of art.
“For six years, this living room served as TPR and saw many exhibitions,” Lühl recalls. “I was already for a long time playing with the idea of moving TPR out of my personal space, and then mid-2022, my daughter was born, and at the same time, I found the ideal space for TPR.”
The relocation was not just a physical move but a strategic expansion, as Lühl partnered with Laschandré Coetzee, a creative director with a communication design background. Their partnership was a natural progression; Coetzee had been involved in TPR’s communications for some time. Together, they have increased TPR’s capacity, complementing each other’s strengths—Lühl with her practical approach to curating and administration, and Coetzee with her expertise in creative direction and communication.
TPR is not just an exhibition space; it is a dynamic, flexible platform for various forms of art. “We try to be an all-round platform for not only visual artists but the arts in general,” Lühl explains. “For example, we had a Namibian opera singer open one of our exhibitions, we often show local film productions, have poetry sessions, etc. We try to bring people together from different backgrounds.”
Since its inception, TPR has hosted over 60 exhibitions, many of which were solo exhibitions for emerging artists. These shows are particularly exciting for Lühl as they often involve mentoring and supporting the artists over time, allowing her to witness their work evolve and grow. One memorable exhibition was Tuli Mekondjo’s first show at TPR, “Limbadungila,” in 2019. The exhibition opened with a performance that included a cleansing ritual, which added a profound dimension to the audience’s understanding of the work.
Another standout was “Shapes of Shelter” in 2023, a collaboration between Namibian and German artists focused on creating safe spaces for marginalized groups. The artists created a piece titled “The Intimate Carpet,” which filled most of the gallery floor space. The audience sat on this carpet during discussions about safe spaces in Namibia, creating an immersive and engaging experience.
TPR’s mission has remained consistent: to offer a versatile platform where artists can interact, meet, hold workshops, screen videos, stage performances, and more. This vision has been enhanced with Coetzee’s involvement, leading to a greater focus on corporate projects. TPR collaborates closely with local banks like FNB Namibia and Bank Windhoek, cataloguing and expanding their collections of contemporary Namibian art. These projects not only support TPR financially but also increase the visibility and value of the artists’ works.
Emerging artists find significant support at TPR. The gallery conducts studio visits, discusses approaches to mediums and concepts, and helps with tools and materials. This mentoring process often culminates in exhibitions, with the audience being kept informed about the development of the works. For example, in May 2023, TPR successfully showcased emerging artists Maria Mbereshu and Lynette Musukubili at the RMB Latitudes Art Fair in Johannesburg. This exposure resulted in sales, interviews, and commissions, significantly boosting their visibility.
One innovative project by TPR is The Project Room Studio, which provides shared studio space—an extremely rare opportunity in Namibia. In its inaugural year, five artists used the gallery space as their studio for three months, preparing works for exhibitions and commissions.
Running an independent gallery comes with its challenges. Initially, having the gallery in Lühl’s home deterred some visitors. However, moving to a central location in Windhoek has made TPR more accessible and accepted as a public space. Looking forward, TPR aims to gain more international exposure by participating in art fairs outside Namibia, such as the FNB Joburg Art Fair in September.
The greater community can support TPR by attending exhibitions, engaging with the artists, and participating in events. “The greatest support from our community towards TPR would be showing up at exhibitions, engaging, getting involved, getting to know the amazing artists that we have in this country,” Lühl emphasizes.
The impact of TPR on the local and regional art scene is significant. It provides a consistent platform for artists to showcase their work, resulting in regular income for some and allowing them to practice art full-time. The versatile programming—from studio spaces to performances and workshops—brings together people from diverse backgrounds, fulfilling one of TPR’s primary missions. The Project Room continues to play a crucial role in nurturing and promoting Namibian art, both locally and internationally.
