Museum of Ideas

Retail design specialist Rupert Smith’s industrial loft in Cape Town is an exercise in storytelling, with natural light and contrast in the starring roles.

- Laura Twiggs

Rupert Smith, co-owner of VM Central & Olive Studio, South Africa’s only accredited visual merchandising school describes his job astutely, “This discipline is the art and science of attracting and engaging potential retail customers by bringing objects alive. It’s all about creating a coherent narrative.” And while his portfolio includes varied works for iconic international brands like Harley Davidson and Heineken, it’s hard to imagine a more distilled demonstration of what he means through his own living space in Cape Town.

CREATIVE INTENTIONS

This compact loft is infinitely more than the sum of its parts – in Rupert’s hands, the somewhat clinical, static industrial and concrete abode breathes with life. “I was drawn to the raw elements like the steel windows and staircase and to the volume, but I didn’t want a soulless, run of the mill, modern, cold look,” says Rupert. “What I also liked was the sense of life unfolding all around me (the block and the surrounding area hosts residential and commercial units equally). The bigger context is one of people working, playing, living, resting, retreating, entertaining and I wanted to bring this multi dimensionality into the heart of my home.”