Sole Of The City – A New Home for Shelflife by TDC&Co
Stepping into the centre of Cape Town’s CBD, visitors are greeted with a refreshed take on retail space, affectionally considered the city’s new sneaker destination. Located in The Barracks on Bree Street, this project, spearheaded by TDC&Co in collaboration with Shelflife, explores and defines what new world heritage can look like.
The foundation of the design rests on three pivotal pillars: site, surroundings, and sub-culture. This has resulted in a space that transcends the typical retail experience.
The Next Generation of Retail
We are EGG Rosebank From Veldskoen and Yuppiechef to Checkers and Sportscene, TDC & Co (The Design Company) have a well-stocked portfolio of vibrant triumphs. With a philosophy that seeks out the fun in design, it’s no surprise that their work is setting the bar for retail interior curation.
The Team sees ‘& Co’ as essential to their practice, prioritising collaboration to constantly pursue unique approaches. The ultimate example of their future-forward style? Their teamwork with We Are EGG to design one of the most innovative store concepts in the country.
TDC&Co: Designing Difference
Building a trusted brand in South Africa has become a daunting task. In a market where consumer expectations evolve faster than ever — and where economic uncertainty and digital disruption continue to reshape behaviour — businesses are being tested on more than just their marketing.
Success now depends on authenticity and delivery; brands that overpromise but fail to match words with experience risk losing credibility, loyalty, and ultimately, growth.
Totalsports store by TDC&Co., Midrand – South Africa
Working with the current concept as a base, TDC&Co were asked to develop a concept move-on for Totalsports by evolving various design elements in order to enhance the customer experience.
With a footprint of just over 700m2, the store offering was to include men’s and ladies’ departments with dedicated change rooms, a footwear department, a gait analysis area and a technology area.
Makro Riversands store by TDC&Co., Johannesburg – South Africa
TDC&Co was approached by Makro SA do develop an interior design concept for the new store in Riversands, Gauteng.
Being known as a wholesaler in hardlines, softlines and consumable goods, their aim was to attract retail customers to experience the warehouse space in a more inviting and intimate way.
Fabiani store by TDC&Co., Cape Town – South Africa
Fabiani is a high-end men’s suiting brand, where luxury fabrics, classic style and quality craftsmanship originate all the way from Italy.
The brand is well known for its bright pink brand colour, which represents the very core of what Fabiani stands for: classic, urban style with a fun modern twist. Picture a perfectly tailored sharp black suit with an inner lining stitched with bright pink thread.
Soda Bloc store by TDC&Co., Midrand – South Africa
Recognising a key need in the market, The Foschini Group (TFG) set out to build a brand for pre teens. Rather than dictating to the target market, we let them speak to us at every step. With workshops and feedback from a junior board of directors, we began to understand more of what made them excited or uneasy and let that define our brief.
The store experience needed to serve both parent and pre teen, in ease of shopping experience, with a dynamic product range that was on trend and easy to fit and size.
Queenspark flagship store by TDC&Co., Cape Town – South Africa
The latest flagship store in Cape Town’s fashionable V&A Waterfront opened its doors in August 2013, ready for the busy summer tourist season. Taking a step away from their Sandton Concept of 2011, the brand wanted to create a look specifically for an international customer.
The design brief was to conceptualize a store that is modern and elegant, uncluttered, with all sub-brands sitting comfortably next to each other. The store was to be a sophisticated but unintimidating retail space with subtle textural references to international retail design.
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