Text: Julia Freemantle
Lemon’s expansion has been the result of the gradual growth of its scope and a strategic shift to service as much of the design community as possible which, most recently, includes Cape Town. a stylish new showroom in the City Bowl is the latest step in the plan to share the brand’s design philosophy with a broader audience.
Founder Kevin Frankental chose the space in Bo-Kaap for its charm and location. a beautiful heritage building with brick floors, elegant arches and lots of natural light, the architecture serves to complement the classic contemporary design ethos of Lemon’s products. The showroom is a short distance from the retail hub of Bree and Kloof streets but is set apart just enough to make it a tranquil studio-meets-showroom space.
‘I like the idea of it being a bit of a hidden gem,’ says Kevin. The thinking behind how it has been set up and styled, indeed a core ideal of Lemon’s brand, is to present a holistic offering and demonstrate pieces in context. Intended to act as a design destination rather than a mere stop along the way while shopping, the space serves as a showcase for the brand’s tightened up repertoire and illustrates how Lemon’s various ranges – artworks, furniture and lighting – all interact with each other to form beautifully thought-out environments.
It also serves as a calling card for design lovers to see in situ what they are able to buy internationally. ‘We want to take South African design to the world,’ says Kevin.