Heritage Meets Street Culture: Shelflife Store Transformation

Shelflife, a pioneer in streetwear since 2006, has redefined the art of brand storytelling, partnering with TDC&Co to create a flagship store on Bree Street in Cape Town. The project celebrates South African street culture while paying homage to the site’s rich 257-year history. Shelflife, a pioneer in streetwear since 2006, sought to establish a space that would authentically reflect the vibrancy of its community and surroundings.

GALLERY  

TDC&Co’s design team embraced this challenge, grounding their approach in the origins of the Bree Street site, which once bordered Cape Town’s shoreline. The store interior draws inspiration from the city’s natural landscape—the shore, the mountains, and the people who form the fabric of Cape Town.

The design honours the heritage-listed building by seamlessly integrating the history of the space with Shelflife’s contemporary edge. Thoughtful procurement and financial management ensured that resources were allocated efficiently, enabling the transformation to maintain the integrity of the site while delivering on Shelflife’s vision.

Through close collaboration, TDC&Co’s project and design management teams brought the concept to life. Shelflife’s narrative became physically embedded in the store, with every detail designed to resonate with the community it serves. From the raw textures reminiscent of Cape Town’s rugged beauty to sleek, modern elements reflecting Shelflife’s forward-thinking brand, the space is a harmonious blend of old and new.

This flagship store is more than a retail destination—it’s a celebration of Cape Town’s vibrant spirit and the culture that defines Shelflife. TDC&Co’s work exemplifies how thoughtful design can turn heritage into a living, breathing story.

Images by Paris Brummer

Shelflife, a pioneer in streetwear since 2006, has redefined the art of brand storytelling, partnering with TDC&Co to ...