Swedish eyewear brand CHIMI‘s flagship store, located in the heart of Cape Town, is more than a physical store; it aims to transcend the transactional nature of retail. Inviting visitors into a realm where products merge with storytelling, the space explores the concept of balance in the “dopamine culture” – a tribute to the neurotransmitter governing mood, motivation, and inspirational finesse.

Designed by Jani Kristoffersen and Johan Berglund of Swedish design studio CAMPUS, the space showcases CHIMI‘s identity with new materials and distinctive narratives tailored to South Africa‘s design style. Opening its doors in time for summer, the store is a welcoming space where suede-like walls and natural daylight create a warm atmosphere.

The space’s design is both minimal, yet futuristic, and experimental, but familiar. Through playful use of scale and proportion, CHIMI‘s sunglasses are displayed in shelving that translates to oversized aluminium blinds, drawing inspiration from sun protection. A large abstract table showcasing a single pair of sunglasses prompts visitors to contemplate the significance of the product and the notion of balance.

“While maintaining core furniture pieces synonymous with CHIMI’s existing spaces, the CHIMI store in Cape Town adapts new material combinations and surface treatments. This new iteration introduces distinctive elements crafted for this locale, ensuring a bespoke CHIMI experience,”. 

says Jani Kristoffersen, lead architect at CAMPUS

Founded in 2016 by Charlie Lindström (Creative Director) and Daniel Djurdjevic (CEO), CHIMI has gained a following among celebrities-in-the-know as it effortlessly intersects understated Scandinavian style with iconic silhouettes. Lightweight and durable, CHIMI eyewear is handcrafted in premium Italian acetate and features 100% UVA and UVB protection as well as anti-scratch, anti-shatter, and distortion-free features. Seeking inspiration rather than following trends, CHIMI will present an ever-evolving and curated selection of globally coveted eyewear at their Shortmarket Street location.

This store signals a new era and the vision is clear: CHIMI has its sights set on Africa.

“While we’ve taken cues from Stockholm, Gothenburg, and Paris, Cape Town is a beacon for design and style. We welcome all to envelope themselves in an immersive brand journey when visiting our first space in Africa,”.

concludes Daniel Djurdjevic, CHIMI Co-Founder and CEO

CHIMI’s Cape Town flagship store is located at 69 Shortmarket Street, Cape Town