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There’s no escaping inspiration in this room with its oak vinyl cladding on the oor, walls and ceiling. The chairs are from @home and the tabletop is custom-made oak laminate by Superior on a standard cast- iron base. -
These innovative hot desks were designed and made by Pure Design. The lights are by K. Light. -
Giving the interior a light-hearted local avour are these specially framed prints from online shop Superbalist. -
Good design is about composition. In the boardroom, a custom-built concrete table is matched with replicas of the 1948 Charles and Ray Eames DAR chair with the Eiffel Tower base. The dramatic wallpaper is an enlarged iStock photograph and the pendant lights are from Builders. -
Great ideas are born in the design team’s open-plan workspace. The tabletop is satin-sprayed MDF by Superior. -
A pine table with beautiful turned legs from the company’s former Woodstock o ce was freshly fitted with an ice-white PET top. The lights are by Wire World. -
The striking pendant lights in the waiting room were specially manufactured by Arc Lighting to mirror the replica 1963 Eero Aarnio Half Dome chairs. -
Dee Abrahams at the oak reception counter, which is suspended from the concrete slab above by matt black steel brackets. -
The boardroom with its custom- made concrete table compliments the 1950s-inspired chairs. -
Jacolien Venter working on a 3D model at the render station. -
Brothers Quinton and Ricardo Abrahams in one of the booths: an example of their e ective yet beautiful use of a small space. -
MariaCowie working at an oak table with solid timber legs that shows Pure Design’s classical design side.
PHOTOS Jan Ras PRODUCTION Sumien Brink WORDS Debbie Loots
Subtle sophistication meets authentic South Africa in the new Century City premises of Pure Design Interiors – a full-service design company that puts its money where its heart is.
Pure Design has traded its edgy Woodstock abode for a brand-new home in Century City. And it’s here that this full-service design company, led by brothers Quinton and Ricardo Abrahams and Maria Cowie, created an inspirational showcase of all their business has to offer – and it’s much more than just turnkey office space design.
In fact, Quinton, the CEO, doesn’t like the term “office”; it’s too loaded with preconception. He believes in breaking the mould. “The work day is often between eight and ten hours long, and we want to design business environments that inspire productivity and impact people’s lives. That’s our core business.”
Add brilliant high-tech functionality to the mix and you get the picture – these guys take turnkey service to the max.
“We design, manage the project and do all the construction,” says Quinton. “Every last bit. From the ceilings to the floors and everything in between. Lighting; curtains; custom-made furniture; telephone, IT and audiovisual systems; air conditioning; access control; even fire detection. We also have everything council approved.”
And that’s what they did with their new space – design it from scratch, top to bottom. What fun! Or was it? Quinton says, “Maria heads up the design team, but because this was our next home, all three directors were actively involved in the creative concept development process, and the results are clearly visible.
We all agreed that the space had to express who we are. Not be underwhelming, but also not showy or flashy. We wanted people to experience our culture as soon as they step through the door.”
And for the first time in the company’s 10-year history, it was possible. Kitted out in Pure Design’s corporate colours – matt black and white – their new home is an ode to understated elegance and high functionality.
But a few tongue-in-cheek South Africanisms in the form of posters are also subtly thrown into the mix, lest we forget our colourful roots. Quinton believes good design doesn’t have to cost the earth – you don’t find it in the latest chair or light fitting. The essence is composition.
Like putting their classic ’50s chairs inside their very contemporary boardroom… It’s nothing less than striking.
“It can be difficult to articulate our design ideas to clients, and our new space shows it, makes them feel it, whether they are local or have flown in from Germany, England or the States.” For Quinton, understanding the needs of their clients, getting into their hearts and heads before putting pen to paper, is where it all starts. He explains: “About 50% of our business is educating our clients. Showing them that spending on quality sustainable design positively impacts not only their carbon footprint but also their financial return. And, most importantly, that choosing design that really supports and inspires their staff is the most excellent business investment.”
Here, Pure Design walks the talk. Their open-plan space has small private pockets, trendy wooden hot desks complete with earphones to tune out if needed, and a long chill table, all basking in light streaming through large windows with views of Table Mountain. Can you smell the coffee?
