EGG - TDC & Co

EGG Rosebank

Location: South Africa
Scope: Brand Design, Interior Design, Technical Documentation & Procurement

The brief

South African malls tend to offer more of the same with every opening. There isn’t much innovation and creativity in this space, and that’s something retail pioneers Paul Simon and Arie Fabian decided to change with their EGG concept. Presenting a 21st century update on the classic department store, it is an omni-channel experience focused on a collective of brands that collaborates, co-evolves and co-creates.

The brief for this job was to create an enchanting destination designed to immerse customers in a curated world of fashion, beauty, jewellery and culture – an inspirational place to meet, explore and shop. Having already worked on the first store in Cavendish, we were well-poised to take on the Joburg iteration and hit the ground running.

Our response

Our starting point for the Rosebank concept was the idea of a collective. We wanted to create an inspiring space, made up of a beautiful assemblage of elements that enabled these thinkers, designers and artists to showcase their talent.

EGG is a place of constant change, so we conceptualised a response inspired by adaptability and flexibility. Our solution is multi-faceted and interchangeable. It allows for retail sustainability in all senses of the word – meeting the needs of the shopper and the world as they evolve and transform.