TDC&Co. were appointed by The Foschini Group to develop and design their new brand “Hi” as well as procure and build their first store in Cape Town. The brief was to create a leading fashion orientated and responsive multichannel retailer of technology and related products. The store itself was designed to be a place where fashion and lifestyle meet technology rather than ‘just another cellphone store’.

“Hi” is something new and unexpected that attracts social, trendy and fashion orientated customers with a youthful mindset. “Where would they meet?” was one of many questions we asked. This led us to the coffee shop – a casual place to meet and connect within a relaxing atmosphere.

We developed this concept further and let the store design be inspired by a coffee shop type environment and layout without being too literal. The point of sale is reminiscent of a coffee bar, typical glass fridges got translated into accessory display units and tables and ledges serve as interactive product displays. Another key design element is the timber wrap with angled walls at the back of the store.

It was designed to draw the customers into the store creating a perspective view. The use of natural timber and bright blue color splashes compliments each other creating a strong statement within the mall environment. The natural timber also brings some warmth into the 80m2 space and makes it look inviting and appealing. The central steel tables are another key feature continuing the use of angled lines, which were inspired by the angled logo.

Designer: Tandi Cornelissen
Creative Director: Neville Wills
Renderings: Sean Hockley (Pixelworks 3D)
Project Manager: Wayne Willets
Photographer: Ethne Mudge