Abstract
Abstract This article examines the operative uses of modernist design by the Kingsway Stores, an elite department store chain active across West Africa. Kingsway responded to independence by instrumentalizing a particularly modernist domesticity through a series of didactic marketing efforts and the construction of boldly modernist new stores. While it was responding to African demands, this instrumentalization of modernist design was planned and executed as a business survival strategy: modernism is here revealed as complexly imbricated with colonial and neocolonial profit-seeking.
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