CAPE TOWN FLAGSHIP STORE MARKS CHIMI’S FIRST FORAY INTO AFRICA Swedish eyewear brand CHIMI’s flagship store, located in the heart of Cape Town, is more than a physical store; it aims totranscend the transactional nature of retail.Inviting visitors into a realm where products merge with storytelling, the spaceexplores the concept of balance in the “dopamine culture”-a tribute to the neurotransmitter governing mood, motivation, andinspirational finesse.
Designed byJani Kristoffersen and Johan Berglund ofSwedish design studio CAMPUS, the space showcases CHIMI’s identitywith new materials and distinctive narratives tailored to South Africa’s design style. Opening its doors in time for summer,thestore is a welcoming space where suede-like walls and natural daylight create a warm atmosphere.The space’s design is both minimal, yet futuristic, and experimental, but familiar. Through playful use of scale and proportion,CHIMI’s sunglasses are displayed in shelving that translates to oversized aluminium blinds, drawing inspiration from sunprotection.
A large abstract table showcasing a single pair of sunglasses prompts visitors to contemplate the significance of theproduct and the notion of balance.“While maintaining core furniture pieces synonymous with CHIMI’s existing spaces, the CHIMI store in Cape Town adapts newmaterial combinations and surface treatments. This new iteration introduces distinctive elements crafted for this locale, ensuringa bespoke CHIMI experience,” says Jani Kristoffersen, lead architect at CAMPUS.Founded in 2016 by Charlie Lindström (Creative Director) and Daniel Djurdjevic (CEO), CHIMI has gained a following amongcelebrities-in-the-know as it effortlesslyintersects understated Scandinavian style with iconic silhouettes.
Lightweight anddurable, CHIMI eyewear ishandcrafted in premium Italian acetate and features 100% UVA and UVB protection as well as anti-scratch, anti-shatter, and distortion-free features. Seeking inspiration rather than following trends, CHIMI will present an ever-evolving and curated selectionof globally coveted eyewear at their Shortmarket Street location.This store signals a new era and the vision is clear: CHIMI has its sights set on Africa. “While we’ve taken cues from Stockholm,Gothenburg, and Paris, Cape Town is a beacon for design and style.
We welcome all to envelope themselves in an immersivebrand journey when visiting our first space in Africa,” concludesDaniel Djurdjevic, CHIMI Co-Founder and CEO.CHIMI’s Cape Town flagship store is located at69Shortmarket Street, Cape Town, and opens Thursday, 7 December 2023.ABOUT CHIMICHIMI was founded in Stockholm in 2016 with the philosophy to inspire the capturing of every aspect of modern active life.The products are imagined through the eye of futuristic simplicity, wearability and aesthetical longevity. To date, the collectionscover premium eyewear, ready-to-wear and accessories.” Find out more onCHIMI-online.com/zaand on Instagram:@CHIMICHIMI is distributed in South Africa by Luna Belle Ventures, a local agency committed to bringing luxury global brandsrenowned for their quality and craftsmanship that go BEYOND LUXURY. lunabelleventures.com
