Anatomy is South Africa’s pre-eminent sneaker store situated at 73 Juta Street in Johannesburg. The store is located in the iconic inner-city district of Braamfontein, which is rich in heritage, creativity, diversity and culture. Specialising in exclusives and limited-edition sneaker, apparel and accessories drops, Anatomy’s list of premium street-wear brands include Nike, adidas Originals, Saucony, Puma, Converse, Vans OTW, New Balance, Stussy, New Era, Casio G-Shock and Hershel Supply Co. To celebrate the store’s launch, the Nike x Liberty London Summer “Merlin” collection will be available exclusively in South Africa at Anatomy, including the Air Rift, Air Max 90 Ultra, Juvenate, Tennis Classic Ultra, Air Max Thea, and the classic Cortez silhouettes. Occupying roughly 100 square metres, Anatomy is predominantly monochromatic – relying on materials and textures (such as wood, stone, felt and steel) and lighting to create a rich and nuanced spatial experience.
Emphasis has been placed on creating a personal retail experience that’s inviting, comfortable and secure. To gain access to the store, customers enter their mobile number into an iPad embedded into the store’s exterior wall and instantly receive a 4-digit unique code via text message, which opens the store’s glass front door – an innovative first in South African retail. Frequent customers will be the first to know about exclusive product drops and special events. Anatomy customers are encouraged to experience the store’s chill area, equipped with a designer couch, PlayStation 4, a catalogue of the latest games and a 48-inch LED TV. This space aims to become a gathering place for the diverse local community of young entrepreneurs and creatives, together with greater Johannesburg’s sneaker-heads and the abundance of international visitors that explore the streets and attractions of Braamfontein – namely the iconic Nelson Mandela Bridge, which is within 5 minutes walking distance from Anatomy.
Design: The Bread