3 days ago
Colourful lessons in business
Turning business theories into art may seem unlikely, but for lecturer Norsafriman Abdul Rahman, it is a powerful reality.
Driven by a desire to make his work more relatable and accessible, he began exploring unconventional ways to connect with the public.
'When I turned 52, I begin to think about how I could summarise all that I've learnt about international business, marketing and all the related theories and principles,' the business lecturer recalled.
In 2010, he turned to art – specifically, performance art – as a medium to express business concepts such as consumerism and capitalism to the public.
Today, Norsafriman continues to blend business and art, often collaborating with fellow lecturers to bring these themes to life.
His works were among those showcased at Unitar International University's curated exhibition, Create, Transform, Reflect, Liberate (CTRL'25) in Petaling Jaya, Selangor.
One of Norsafriman's standout pieces critiqued the negative impact of capitalism, illustrating how local businesses are gradually displaced by hypermarkets and mall culture.
'My work is about people coming here with a lot of capital. It's good because it creates jobs. But then what will happen to the 'kedai runcit'? Most probably, these sundry shops will have to shut down,' he said.
In another installation, he addressed the hidden dangers behind food packaging – particularly the use of technical jargon in ingredient lists that many consumers do not understand.
'About 80% to 90% of the ingredients we consume – we don't even know what they are. The labelling uses scientific words that we don't even understand,' he added.
With 26 years of teaching experience, Norsafriman called on students to deepen their knowledge across disciplines and use that foundation to create meaningful, thought-provoking art.
'They need a basic knowledge of history, science, philosophy and ethics. When they have all this knowledge, they can create something that is useful, not just for them, but also for society,' he shared.
Animation lecturer Elaine Loh Ee Ling's animated showreel, showcased at CTRL'25, featured a montage of her creative journey, reflecting both her technical growth and personal perseverance.
'Some shots came together easily, while others required long hours of feedback and revision. Every shot is a chance to show what we can do and how we grow by staying adaptable, open to feedback and always pushing to improve,' Loh said.
Fashion design lecturer Suhaimi Shapii said his digitally engineered track jacket, which was on display at the exhibition, reflects the future of fashion, where urban style, athletic functionality and digital craftsmanship intersect.
'By integrating digital tools into the creative process, this design embraces innovation, speed and sustainability,' he said.
CTRL'25 is an annual art and design exhibition that highlights the creative excellence of academics from the School of Media Art & Design (SMArD) and Unitar College.
Describing it as more than an exhibition in his opening address, Unitar International University vice-chancellor Emeritus Prof Tan Sri Dr Sahol Hamid Abu Bakar said CTRL'25 is a vibrant platform where creativity flourishes, connections are forged, and inspiration takes root.
Held at Unitar, the exhibition is open to the public until Aug 15.
