There’s a new lifestyle concept on the block, giving the Atlantic Seaboard a space where fashion, art, sustainability and community come together in an intentionally designed and thoughtfully composed shopping experience. Since its launch in 2006, Poetry has been about more than fashion – and with its new flagship concept store in vibey Sea Point, the womenswear brand is taking its refined offerings to the next level. Taking over the historic Laughtons Hardware building on Main Road, the Poetry team created a two-storey space that brings together local art and artisans alongside its signature vibrant and joyful aesthetic. “Sea Point has a unique rhythm – a mix of nostalgia and new energy – that made it the perfect home for our Poetry of Living concept,” says Poetry creative director Johan van der Merwe. “This space has always belonged to the community, and now it’s been reimagined as a modern retail experience where people can linger, connect and be inspired.”
Poetry’s complete fashion and homeware selections and special artisan pieces seamlessly come together in an inspired setting, the soft pink walls reflecting the light to create an airy, generous and warm space. The store was designed in collaboration with design firm Dakota to reimagine the expected retail experience as something new, inviting and intimate. “This project has been a dynamic and experimental journey, allowing us to push creative boundaries,” says Johan. “Every detail has been carefully crafted to ensure the space doesn’t just house our brand – it tells our story.” As part of this unique experience, Poetry will also be hosting workshops and gatherings in the space, further elevating the traditional shopping experience into a lifestyle event. “We envision this store as a hub for creative expression,” says managing director Shelley Prinsloo. “We’re excited to invite our customers into a space that encourages lingering, exploring and engaging with Poetry in a way they never have before.”
The brand’s commitment to local craftsmanship and talent is on full display in its Sea Point flagship, from the walls to the racks. Tina Le Cordeur, founder of Source Artistry, put together a stunning collection of South African artworks, available to buy directly from the store. This innovative initiative turns the space into more than a retail destination – it’s a celebration of local artists, giving shoppers the opportunity to discover and support creatives from across the country. Its handmade crockery, too, is created in collaboration with local ceramicists, with each piece passing through at least six artisans’ hands before making it to your table and supporting nearly 200 jobs in the process. The same level of care extends to Poetry’s upholstered furniture, which is crafted in Cape Town in partnership with a small group of hand-selected expert suppliers and fabric houses.
In another first for South African fashion retail, Poetry has teamed up with Style Rotate to introduce a collection of occasion wear available for both rental and purchase. This collaboration offers a stylish yet sustainable way to approach fashion – whether you need a statement piece for an event or want to embrace a more eco-conscious wardrobe. The 360-degree lifestyle concept is further enhanced by the café experience brought by Kloof Street favourites Our Local brewing up its rich roasts in an integrated space on the ground floor. It’s a seamless blend of retail and hospitality, encouraging a slower, more meaningful shopping experience.
“Poetry encompasses more than just beautiful creations – it involves the details, the textures and the artistry behind each piece,” says Johan. “This store brings that vision to life. It’s a space where the scent of a candle lingers in the air, textiles invite touch and craftsmanship can be genuinely appreciated.”
