Working closely with the core team, we conceived of the store as a place where people could gather and be intrigued by elements throughout. A space to stay and meander. When you enter Shelflife it should immediately spark a sense of belonging. It is an unexpected design for a brand in this category, and one that certainly sets it apart from any other retailers.

The design concept is timeless, celebrating and telling the story of this important heritage building, Cape Town city and the Shelflife brand. Each part was carefully considered and feeds into the narrative. In doing this we focused on three core elements: mountain, shore, and ocean.

As an overarching principle, the previous lives of the building are seamlessly integrated into the concept. All the original stone walls and structural elements were incorporated into the end design. Waves used to crash against the walls of this heritage site, and it is incredible that we were able to celebrate and expose this feature that offers such texture and authenticity to the space.

Paying respect to all things real was integral to the store. From the local graffiti artist to the carefully selected rocks and the wooden boardwalk, every effort was made to seek authentic materials and finishes. The store welcomes customers to touch, feel, smell and interact. From the dolos that anchors the space to the solid chipped sandstone, people are encouraged to engage with real elements throughout. The addition of a café also invites customers to relax and engage with the space, as well as being used for facilitating launches, activations and community events.