What inspires beautiful living? This is a question family-run interior brand Block & Chisel sets out to answer in its newly renovated flagship store near the decorators’ square mile in Kramerville. The store at 11 Charles Crescent, Strathavon, Sandton, showcases a maximalist take on interiors; layers of texture, colour and styles that create rich and inspiring scenes.
With 35 years in the business and a second-generation brother and sister team now at the helm, the Block & Chisel name is synonymous with timeless style with a more-is-more take on interiors. Bold colour and eclectic style take centre stage, ensuring there is no space for the bland. ‘In a world of grey and black decor, people are gravitating to bold colour,’ says director Sue McCoubrey, who worked closely with the visual merchandising team to turn what was originally a bare-boned warehouse into the show-stopper it is now.
The store’s first floor showcases situational scenes that integrate exceptional products with a high-glam hit of interior design savvy to aid homeowners in visualising the various pieces in their own homes. You can interact with thoughtfully styled living and dining rooms, outdoor spaces, bedrooms and more. There are also areas dedicated to smaller accessories, such as lighting and homeware.
‘When choosing furniture for your interiors, we are conscious of the need for a good reference, so we chose to design our store in a way we consider “inspired retail”,’ says director Paul McAdam ‘This meant bringing in natural light, creating interesting nooks and spaces to demonstrate the versatility of a piece with trained design consultants on hand to give advice and help you put things together.’
Also notable is the brand’s move toward collaboration with key local names. Both Paul and Sue acknowledge just how important art is to the soul of a home, so a gallery has been set up in the store demonstrating how art might be incorporated into the Block & Chisel look. Painter Sibley and sculptor Sarah Heinemann are currently on display in this space. ‘It all adds a new dimension,’ says Sue. ‘We hope to make this a dynamic space to show off other artists in the future.’
Nestled into a cosy corner of the showroom, The Block Cafe offers the opportunity to pause with barista-made coffee and freshly baked goods while a trip up to the second floor offers a vast selection of ready-to-buy stock.
The brand’s story has long focused on its unique design and furniture manufacture at its Cape Town workshop alongside expertly curated interior pieces – all while embracing its local roots. ‘Our people and the Block & Chisel brand have a wide range of qualities to boast, but we are most proud of being a homegrown South African business success story,’ says Paul. ‘We have managed to upskill many local craftspeople, whose work adorns some of the country’s most beautiful homes.’
Block & Chisel has tirelessly evolved through the decades, its experimentation and presentation in stores bold and exciting. And it is this enduring South African tenacity and courage that has seen the brand not just stand strong but excel: fortune truly favours the brave.
