Sitting Pretty: Inside Sofacompany’s Stylish New Flagship Store

Gauteng-based fans of much-loved Danish brand Sofacompany are in luck – they’ve opened their new flagship store in the heart of Kramerville.

WORDS Gina Dionisio PHOTOS Supplied

As a furniture brand infused with Scandi DNA and a steadfast commitment to craft, Sofacompany‘s new spacious and experiential flagship store is perfectly positioned to respond to an increasing demand for designer furniture at competitive pricing among the city’s design and homemaking community.

“People deserve to live beautifully and it shouldn’t be out of reach price-wise,” says Commercial Director Gunter Hahndiek.

A visit to the new 800-square-metre showroom is a layered journey – rather than simply displaying pieces in isolation, the showroom has been designed as a one-stop, sensory experience, punctuated with pieces from local brands that share the same values.

The brands you’ll find in the new flagship store speak to the experience Sofacompany has sought to create. Award-winning furniture designers Pedersen + Lennard, artisan rug makers Herringbone, and Scandinavian acoustic design specialists WoodUpp come together with Sofacompany’s signature silhouettes to create a design-forward environment with global relevance and appeal. The striking pieces will also be complemented by Bang & Olufsen technology for an all-encompassing audio-visual experience.

“We’re partnering with brands that are synergistic, in terms of their quality proposition and authenticity. They also all share a design philosophy and aesthetic which lends itself well to Sofacompany’s identity,” says Jonno Sherwin, Managing Director. Styled to inspire, the spaces reflect the design possibilities that arise when Danish design meets local talent. | sofacompany.co.za

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