Have you seen the new Créma showroom? If not, you’re in for a proper treat. DECO spent the morning ogling over all the exquisite pieces in the new space, and chatted to owner Craig Raeside about the new shop concept design as well as changes in the collection.
How and why do you choose the brands you stock?
Crema was founded on the principle of carrying the very best brands in the world. The “creme” on top, so to speak. When I took over, the anchor brands were already in place. Through visits to Milan Furniture Fair and our designer client’s requests, we are constantly introduced to new brands, some of which we have added to the collection. Other brands, which weren’t selling well, have been dropped. This way, the collection is constantly being refined.
The unique Créma Design collection showcases the world’s best indoor and outdoor luxury furniture, feature lighting, hand made carpets, office furniture and a broad range of accessories.
Tell us a little about the design of the new showroom.
The showroom concept is a gallery space. Nothing is allowed on the walls, or even against them. We’ve steered clear of room settings and placed one or two pieces per plinth at varying heights in four strict rows to give the space structure and make them feel like art on display. No branding anywhere. The Fold Architecture, headed up by Chris van Niekerk custom designed pretty much everything, down to the door handles and desks. The space was very much a warehouse, which was clad in dry walling to give it a super-slick finish while the original cast cement concrete floor industrialises the look. I’m very happy with the result.
What is the Crema experience, what can people expect when they visit your showroom.
It should feel like it could be abroad. Because we import on order, the prices change with the exchange rate. So the visitor is given an iPad to use to scan the QR codes associated with each product (displayed on each plinth). This takes them to a dynamic page on our website with further information including pricing, finishes, alternative dimensions and similar products. They can email this to themselves.
What plans do you have for the space and the collection?
In terms of product, I’m going to constantly change it. I’d like to add more furniture and lighting – we need to grow into our new space. We also have a lovely collaborative office space to rent out (preferably to designers) so that the space becomes collaborative and the full design service is on offer.
We are so excited that Craig has also just added HAY – beautifully designed yet affordable Danish design – to the collection and it is being incredibly well received. So well in fact that he’s decided to add another Scandinavian brand, Muuto to the collection; there is definitely demand for this aesthetic at present.
The Cape Town showroom exhibits the exclusive collections of Tom Dixon, Vitra, Moooi, Magis, Foscarini, Diesel with Foscarini, HAY, Gubi, OFFECCT, Nanimarquina, Cherner and Adelta.
317 Albert Road, Woodstock, 7925, Cape Town, South Africa
+27 21 448 7775
+27 86 630 09 88