Wood frames lomography HQ

WORDS: Remy Raitt | PHOTOS: Carel Scheepers

The new local HQ for all things lomographic uses wood to frame the variety of cameras, accessories and films on offer.

The brand-new Lomography Embassy Store in Johannesburg, designed by architect Thomas Moldovanos, provides South African lomographic fans with a home. It’s a fantastic place for enthusiasts to purchase products, and participate in workshops and walkabouts.

VISI’s Remy Raitt spoke to Fiona Peake to find out more about the store and the way wood was used to create an aesthetic meeting point for those who enjoy life behind the lomography lens.

Why did you choose 70 Juta Street as a location?

This area has become a cultural hub and a home base for artists and designers. The precinct promotes engagement with the urban landscape and offers a creative platform for events and exhibitions. The Embassy Store is situated at the centre of this new, creative community and has quickly become a destination store, attracting visitors from all areas. 

What are the defining elements of the store?

The store’s elements include pine, glass and ground metal – three basic building materials. The metal is juxtaposed against the soft wood, which will pick up the scuffs and marks that Jozi will leave on it.

The design of the space was loosely based on the template set up by the international lomography franchise stores, which utilise boxes to display products. Our “boxes” are chunkier and less delicate than their European cousins.

Why did you choose to use wood to display products?

We needed a neutral backdrop tthat would enhance the products. The lomography branding is so striking, and wood is a tactile base that complements rather than clashes. There’s nothing precious about the joinery. The joints are mitre free, bolted together and ready for some knocks. The pine is natural and untreated in certain parts – a gentle display for a dynamic product.

What wood is used?

No frills; no fuss. Just pine.

Who made the shelves?

Shakier Julius of Creative Concepts.

Can you explain what the wood brings to the store’s feel and aesthetic?

The lomography camera is a playful toy and the store needed to capture this quality. The pieces had to be versatile and fun, with the ability to move around as the user’s needs changed. Hence, the “wooden box”, which borrows from the image of the wooden toy blocks made by old artisans for their grandchildren.

The lomography box has many uses: shelves, stairs, storage, seats. The various elements in the store are in an “unfixed” state, ready to be moved around as the user grows weary of a configuration. Industrial castor wheels allow for organic adaptability of the store as a place of trade, exhibition space or as a lomography workshop.

More information: 011 403 0302, Embassy at 7, 70 Juta Street, Braamfontein, Johannesburg.