The Storer in Kramerville

INTERVIEW Michaela Stehr PHOTOS Elsa Young

The Storer, Joburg’s much-loved lifestyle product purveyor, has a new Kramerville home. Owner Lisa Storer chats about creating this beautiful Haven.

What was your brief for the new shop?

I wanted the shop to be designed around the feeling of light, open spaces. The idea was that visiting it should feel like an exotic journey – an escape from the world, and a place to relax and feel inspired in. Our job was to translate that into an interior design scheme. We conjured a large space framed by the curved forms of arches. We used textures and worn wood to highlight the feeling of openness. To achieve all this, I worked closely with Design Partnership, who are experts in retail space interiors.

Architectural styles that inspired you?

Mediterranean villages, leaning towards the Greek islands for the white expanses. That said, I didn’t want the store to be specific, so I rather looked to various inspirational elements to make it feel unique.

Did you have a main design objective?

I’ve always wanted to create an escape from everyday routine. The ethos of The Storer is to promote slow, considered lifestyle choices. After years of working in large retail, I wanted to give life to an anti-consumerism brand. We are about slow purchases and meaningful choices, so it made sense to create a store that would highlight this concept. Our customers are encouraged to stroll around, take their time, go away to mull over choices, then come back and only purchase those things that truly resonate with their lifestyle.

Tell us about materials.

We were given a large industrial warehouse, so we treated it as a blank canvas. Using white stoep paint on the floors was an easy solution that has got so many comments. Textured plastering made the white walls warm and sunny, and stone cladding and breeze blocks add to the summery feeling too.

Any stand-out features?

The water feature has made a big impact, as has the repeated arch shape – but it’s warm homeware finishes that bring the shop together and make it feel like a home.

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