Yuppiechef new store, designed by ARRCC

‘Add To Cart’ in real life at Yuppiechef’s new smart store

What began as a one-day experiment and became a thriving business is now South Africa’s first online-to-offline omnichannel retailer: The Willowbridge Shopping Centre in Tyger Valley will welcome kitchen and homeware store Yuppiechef on the 1st of October, bring the store’s award-winning experience and access to their 6000 products and 400 brands to brick and mortar.

Yuppiechef co-founder and managing director Andrew Smith says the goal is a seamless shopping experience between their award-winning online store and the new physical space, using integrated smart technology, with more stores planned over the next five years. “Consumers increasingly expect cross-channel capability from brands, and while the assumption is that traditional stores should be moving online, so too is there pressure on online brands to have a physical presence,” says Smith.

ARRCC was tasked with the design of the space, a unique brief since Yuppiechef will be the first in the country to start in a browser tab and head to the mall. “The materials are raw in nature and create a perfect balance between luxury and an industrial edge. The store was designed to be approachable yet allowing the products to stand out,” says director Jon Case.

The store design features a functional test kitchen and a ‘genius bar’ with access to wedding registry setup, monthly food, craft beer and wine subscriptions and gift wrapping in Yuppiechef style.