Pierre Cronje Retail Revamp

Pierre Cronje’s old Wynberg retail headquarters just got a full-blown revamp, thanks to the courageous designer-curator vision of Neil Stemmet of Koncept Design.

The place is looking beautiful.

Neil believes that design should express something unique and convey a story. “We live in a voyeuristic society, where everyone is on social media to convey their stories while watching others show theirs,” he explains. Neil’s view is that we need to build a society that is sustainable and relies on integrity. He believes that, going forward, retailers will no longer be able to exist alone, but will need to rely more and more on sharing.

The new Pierre Cronje space incorporates a collection of brands and products all under one roof, and all in the most artful and disarming ‘un-designed’ look. Hertex Fabrics, Tradewinds Parasols, Modern Garden Company and Earthcote Paints all live alongside Pierre Cronje’s simple, timeless pieces in a space that feels individual, deeply personal and natural.

“It’s much more than a showroom. It’s more an experience than a furniture shop. This new world is all about collaboration, even for a brand as big as Pierre Cronje,” says Stemmet.

 Pierre Cronje Retail Revamp

Earthcote is delighted to be a part of it.

Earthcote’s range of heritage colours are used on the walls of the store. There’s also a wall of Paul Smith-like stripes done in Earthcote which tells the stories behind Earthcote colours.

Earthcote Marketing Director Simon Fraser explains: “We curated this collection of colours in a way that expresses the Earthcote colour philosophy in a very concise palette, taking inspiration from the dorps, national heroes and landscapes that sum up South African style. Colours like ‘Bra Hugh’, ‘Mama Afrika’, ‘Surfers Corner’, ‘Arniston White’, ‘The Big Tree’ and ‘Grandma’s Room’ are a few of my personal favourites.”

Interestingly, the brand had discontinued the colour palette. Then when they launched the Earthcote brand in Europe a few years ago, there was intense interest in these colours.

“It surprised us, made us think, and we realised that we needed to re-introduce South Africans to this very special iconic collection of colour,” said Simon.

Pierre Cronje Retail Revamp

“The colours are a wonderful backdrop for Pierre Cronje’s simple, honest furniture and along with the kitchen garden outside and the selection of other products in the space, they help to make up a look that feels absolutely natural,” explains Neil, who initiated the collaboration and made it all hang together.

“Together, all the elements make the furniture sing. People want to know how furniture feels in a real space – and it mustn’t feel decorated or done. Seeing a piece of furniture on a showroom floor doesn’t sing – but seeing it in a space that feels like home does,” says Neil.