Crema is excited to announce we are now open in the heart of Johannesburg – 17 4th Avenue Parkhurst.
Filled with the likes of Tom Dixon, Lee Broom, Hay, Muuto, Foscarini and Nanimarquina, Crema Johannesburg showcases a collection of the worlds best luxury furniture and lighting.
As we have settled into our showroom in Woodstock, we welcome new products into our space. The newest addition being the 70/70 Table by Muuto.
The design of the table in minimalistic yet when you take a closer look, it reveals careful detailing that add to the character of the table. With cast aluminium frames and a plywood table top with linoleum, this table is used in all environments; home, office or public setting.
Our big move from Greenpoint to our own space in Woodstock is finally complete; we look forward to welcoming you. Thanks to Chris van Niekerk of The Fold Architecture for all his hard work.
The new 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 the product feel like art on display. 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 then clad in dry walling to give it a super-slick finish while the original cast cement concrete floor industrialises the look. We are so happy with the result.
“This is one showroom in which design lovers will feel right at home.” – House and Leisure.
When our clients visit the showroom it should feel like they could be abroad. Because we import on order, the prices change with the exchange rate. So the visitor is given an iPad 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.
“Have you seen the new Créma showroom? If not, you’re in for a proper treat.” – Elle Decoration
Créma was founded on the principle of carrying the very best brands in the world. The “creme” on top, so to speak. When Craig took over, the anchor brands were already in place. Through visits to the Milan Furniture Fair and clients requests for product, we are constantly introduced to new brands, some of which we have added to the collection.
“Fans of high-end decor need to visit the new Créma showroom in Cape Town’s trendy Woodstock.” – Visi Magazine
In terms of product, we plan to constantly change and refine our collection. We’re happy to sell off the floor making space for the display of the latest designs. We would also like to add more furniture and lighting – we do need to grow into our new space.
Along with the purchase of the showroom came a rather useful house which we have we have turned into a studio for the talented Frank Nash of Frank Nash Photography as well as the extraordinary Crystal Birch, a freelance stylist, art director and designer. We are so excited about our creative hub and would love for all our designers to bring their clients to our meeting space for coffee and a leisurely look at all our products.
Lee Broom is one of the UK’s leading product and interior designers. Lee founded his own label five years ago where he designs, manufactures and retails his own collections.
The importance of the manufacturing process is integral to Broom’s philosophy. As a supporter of British manufacturing techniques, Broom works closely with specialist traditional craftsman from the initial concept to final production runs.
In his career, he has launched numerous furniture and lighting collections, designed over 40 retail, restaurant and bar interiors and has won more than 20 awards. His meteoric rise has seen him dubbed “the pin up of British manufacturing” by The Times.
The Caddy mobile storage unit is flexible, robust, practical and built to last. Taking inspiration from aircraft trolleys Architect and Designer, Christoph Ingenhoven, has created a revolutionary product for basic configurations Standard, Media and Catering can be individualised to meet specific needs. For instance, Caddy can be configured with electrical wiring as a compact standing workstation on wheels, equipped with a projector for conferences and presentations, or customised with handy interior fittings for catering purposes.
Crema will be utilising the caddy as a home for the Fabric swatches that are on offer from Vitra, demonstrating the Caddy’s versatility to blend into any context and or enviroment.
The Dock Kitchen was created in the Wharf Building at Portobello Dock, sublet by Tom Dixon to Stevie Parle to run as a restaurant. The design is intended to be rough, leading customers through six different environments: reception, deli, canteen, kitchen, salon and private dining room. Each area has its own identity led by the function of the area.
The reception is clean and clear, signage being key to the identity of the space.
In the restaurant the spaces become warmer and more rough, with soaped wood, exposed brick and warm brass coloured lighting. The open kitchen provides visibility through the restaurant and a sense of theatre for the customers. Key to the open kitchen is the Beam kitchen by Ekoij and Tom Dixon. Beyond the kitchen lies the salon and private dining room, where the experience is calmer and more secluded.
The entire restaurant is littered with Tom Dixon range products and custom variations of these. Additionally one off pieces have been created including a reception desk, a waiter station and a screen. The restaurant has proved fantastically popular with critics and customers alike.