TDC&Co. were appointed by The Foschini Group to create a once off flagship concept store for their well established men’s brand Markham. The brief was to move the original concept forward with an emphasis on the brand’s heritage, which goes back to 1918, where the first ever store opened in Johannesburg. The design is inspired by urban high street store fronts, classic men’s tailoring and authentic textures and finishes. Bespoke elements like pool tables, barber chairs, workbenches, cinema chairs and deep button couches are used to enrich the heritage feel in the store.
It was important for the new store to stay true to the brand, so the design team added key design elements while keeping a lot of the integrity of Markham’s original materials and finishes.
The new key design elements include a classic men’s grooming shop, a new store front design and cigar lounge inspired fitting room area. The stamp “EST. 1918” was reiterated throughout the store along with the use of authentic visual merchandise to create an aspiring space that would ring true for the customer.
Designer: Melanie Motherwell
Creative Director: Neville Wills
Project Manager: Pravesh Naidoo – The Foschini Group
Photographer: Ethne Mudge