the hustle, the trade, the legacy
the story
In almost every Nigerian neighborhood, you’ll find a small but well-stocked provision shop run by an Omo Igbo—a term often used to refer to Igbo traders who dominate the retail business across the country. These shops, sometimes no bigger than a single room with an extension usually at the front, play a crucial role in the daily lives of people in the community, providing essential goods at affordable prices.
Stepping into an Omo Igbo shop, you’ll find neatly stacked bags of rice, garri, and beans alongside hanging sachets of seasonings and provisions. These traders understand their customers well, ensuring that both bulk buyers and those purchasing in smaller quantities get what they need at fair prices. Many even offer credit to regular buyers, allowing families to survive tough financial times. it’s a vital part of the community, where people gather to buy, chat, and exchange the latest neighborhood news.
Despite economic challenges, high inflation, and stiff competition, Omo Igbo shops continue to thrive, proving that resilience, business strategy, and deep community ties are the foundation of their success.
uche
uche is a Nigerian Igbo man who was born into the family of traders. who has a small shop, packed with everything from rice and beans to seasoning cubes.
He learned the art of business from a young age. He started as an apprentice, running errands and memorizing the tricks of the trade. When he finally opened his own shop, he knew success wouldn’t come overnight. Through long hours, careful savings, and smart buying decisions, he built a business that people trust.
What makes him stand out isn’t just his ability to stock what people need it’s his connection with his customers. He knows who prefers which brand of rice, who needs credit until payday, and who just stops by for a quick chat. This makes him a reliable shop owner in the society.
the shop
uche’s shop is a modest but essential part of the neighborhood. Tucked into a busy corner, it’s a familiar stop for locals who need daily essentials. The shop may be small, but every inch of space is carefully slightly worn-out shelves holding up cartons of noodles and bottle of groundnut oil used stacked high with rice, beans, and garri, while sachets of milk, seasoning cubes and sachets of ground pepper hang from the ceiling. basins filled with different food stuffs ranging from rice, garri and beans. Large sacks of goods on a smaller table, waiting to be measured and sold in smaller portions.
The air is filled with the scent of dry grains and spices, and the soft hum of a radio playing in the background. Customers come in and out, some grabbing what they need quickly, others lingering for a chat. Emeka sits behind the counter, always ready sometimes serving a rush of buyers, other times just waiting, hoping the next customer walks in soon.
More than just a business, the shop is a meeting point where neighbors exchange greetings, parents send their children to buy ingredients for dinner, and some customers even take goods on credit, trusting Emeka to keep track. In this small space, daily life unfolds, making Emeka’s shop not just a place to buy but a place that connects the community.
exploration
team
director
concept art
akinte ponmile
modeling + lookdev
boluwatife abatan ● opeyemi adewole ● abiola badmus
rigging
taiwo folu
animation
onyeme micheal
simulation + fx
boluwatife abatan
lighting
emmanuella edeh
tooling
aderemi adesada
sound design
saye bawa
