Our Approach to destination retail - Kirstenbosch.
An example of our approach to destination retail can be illustrated by the Kirstenbosch Shop. As one of the most famous botanical gardens in the world, Kirstenbosch features some 4000 plant species in an area of 560 hectares covering the entire slopes and back of the World Heritage Site, Table Mountain. The Cape floral kingdom is one of the world’s 7 botanical kingdoms and is amongst the most threatened. The strategic aim of the Kirstenbosch Shop is to enhance a visitor’s environmental awareness and to foster positive attitudes towards the protection of the unique and threatened Cape floral kingdom.
In developing our merchandise a core category has been titled “The Kirstenbosch Collection”. It includes teas (rooibos and honeybush), culinary herbs (wild rosemary and wild mint), potpourri (buchu and Cape May), and cosmetics (aloe ferox). The book selection includes coffee table botanicals, gardening, outdoor lifestyle, birds and trees. There are fresh and dried flowers on sale (Proteas and Ericas), natural honeys, jams, posters and prints. A portfolio of artwork portraying the floral kingdom has been developed and applied to placemats, coasters, glassware, ceramics, softs and tea towels. Our aim is to produce a top-selling range of destination merchandise that appeals to a wide range of gifting options at multiple price-points.
From a store design point-of-view, the botanical identity is translated into a well-planned, innovative and attractive store. The structure is provided by life-size, stylized trees which are utilized as merchandising units. The finishes reflect the environment by way of neutral and natural tones and textures. The feeling of natural history is introduced by large printed panels of flora with their Latin names. The mezzanine floor is disguised by a hand-made, natural wicker covering which gives it the appearance of a bird’s nest.
The corporate identity utilizes the strelitzia and the positioning is: “the most beautiful garden in Africa”. The image is carried on all packaging (paper) and is used in advertising and communication strategies.
The store and its merchandise range are designed to capitalize on the pearls of Southern Africa and to optimize the commercial opportunity created by destination retail.
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