South African lifestyle brand Poetry is expanding its presence beyond fashion with the launch of a dedicated lifestyle concept store in Johannesburg and an award-winning exhibition at Decorex Johannesburg, marking the next phase of its evolution into the home and interiors sector
At Decorex Johannesburg, Poetry presented an immersive installation designed as a life-sized dollhouse, wrapped in bespoke floral wallpaper created by the brand and produced by Cara Saven Wall Design. The exhibition, which was awarded Best Décor Stand, explored themes of whimsy, femininity and imagination by transforming the familiar concept of “playing house” into a layered spatial experience through pattern, scale and colour
The stand also brought together Poetry’s fashion and home collections by upholstering furniture in the brand’s signature Spring floral print. According to the company, this marks the first time one of its fashion prints has been applied across furniture, extending the brand’s design language from clothing into interiors
Building on the success of its Sea Point concept store, Poetry will open its first dedicated Johannesburg lifestyle destination at Nelson Mandela Square in mid-September. The new concept store will place furniture, homeware and décor at the centre of the customer experience, complemented by seasonal fashion collections
Rather than presenting fashion and interiors as separate categories, the store has been designed to demonstrate how clothing, furniture and everyday objects can form part of a cohesive lifestyle narrative. It will also be the first location to showcase Poetry of Living’s complete furniture, homeware and décor offering under one roof
© Poetry of Living
According to the company, the opening represents an important step in repositioning Poetry as a lifestyle brand. While the business has expanded its furniture and homeware ranges in recent years, it remains closely associated with fashion. The Nelson Mandela Square store aims to broaden that perception by presenting the brand’s full lifestyle vision in a single destination
Alongside its retail expansion, Poetry is strengthening its engagement with the interiors industry through its Trade Programme. Developed for interior designers, decorators, architects and stylists, the initiative offers trade pricing, access to the company’s furniture and homeware collections, furniture fabric customisation, early access to selected collections and dedicated support from a Poetry Trade Partner Consultant
© Poetry of Living
Commenting on the new concept, Creative Director Johan Hewitt-van der Merwe said: “For me, what’s exciting about this store is the opportunity to show the Poetry world in its entirety. We’ve always believed that personal style doesn’t stop at the wardrobe. It’s reflected in the spaces we create, the tables we gather around, and the objects we choose to live with. Nelson Mandela Square allows us to bring all of those elements together in one place and create an experience that feels both inspiring and deeply personal.”
More information:Poetry Livingwww.poetry.co.za
