“Kingsway leads the way to modern living”: British Profit-seeking and Modernism in Ghana and Nigeria 1920–1970

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.