South Africa’s leading homeware and furniture retailer has expanded its footprint to bring the @home shopping experience closer to its customers’ doors. @home’s newest and grandest store opening to date is the Somerset West Boulevard Livingspace store, which officially opened its doors on 11 April 2018. The new flagship store is situated on the corner of Forsyth and Centenary Boulevard.
The expansive store is one of the largest homeware and furniture stores in the Western Cape, and its arrival is an important addition to the increasingly bustling Somerset West retail market. The warehouse-like premises have an open plan design, allowing customers to move freely through and experience the different areas representing each room in a home.
The store reflects @home’s passion for all things functional, innovative and beautiful. As a reflection of @home’s strong customer-centric values, each touch point has been designed with the customer’s experiential journey in mind, and is an open invitation to @home customers to experience homeware differently.
Says Jake McAllen, @home Visual Merchandise Manager: “Our thinking behind the store concept is to drive creativity and spark imagination of what can be possible in creating a beautiful home. To bring that to life, we deconstructed settings and built vertical displays with our furniture to drive trend looks. And then we highlighted a group of finishes or products that one would not normally experience within a home environment.”
McAllen adds that with the design of the Somerset West Boulevard Livingspace store, the team wanted to create an immersion in tactility, where customers could feel free to touch and experience as many of the @home product ranges as possible. Subsequently, the store has every homeware experience imaginable, with various experiential stations positioned throughout the store to guide customers through a sensory home shopping journey.
Even the subtlest of elements which make a home a true haven have been incorporated: from the range of @home home fragrances surrounding shoppers while they move through the store, to being able to test knives on island units, and getting creative ideas for table layouts with pre-laid out crockery, cutlery and napery.
Appliances are creatively used throughout the store to help make the process of choosing kitchen and entertainment ware more enjoyable: there’s an option to take a breather from shopping while enjoying a barista-made coffee at one of the coffee stations; while the more health conscious can contemplate the perfect juicer purchase while sampling different juices at the juice bar.
At the sleep section, the different mattresses @home has on offer can be tested, while vertical beds on condoler ends enable customers to pull a look together for their bedroom sanctuaries. There’s even an option to feel the difference between duck down and micofibre inners, or experience the softness of the different thread counts in Egyptian cotton covers.
At the dedicated in-store Oxford couch shop, shoppers can build their own bespoke lounge pieces. Using @home’s signature Oxford couch as a basis, customers can then select their own style and different fabric options to create a piece that is unique to their personal style and living space needs. The curated store design aims to inspire customers to create their perfect home. While emphasis is on the full 360-degree shopping experience where customers can view and try out furniture pieces, there is also an opportunity to shop the full range online from one of the big screens in- store.
The @home Livingspace store is open from 09:00 to 18:00 on weekdays, 09:00 to 17:00 on Saturdays and 09:00 to 16:00 on Sundays. For store enquiries, contact the Somerset West Boulevard @home Livingspace store at (021) 8401560.