In line with a new global brand direction centered on lifestyle, as opposed to a focus solely on technology, BMW Motorrad, together with dealership owners Leon Potgieter and Mark Philp of Donford, will pioneer a new destination store in Cape Town opening late November 2014. In addition to a full customization service, the new large-scale showroom will showcase lifestyle accessories such as clothing, motorcycles and new BMW parts and used, maintenance and workshop facilities.
From left to right: Bradley Juter, Jake Easton and Kate Nero
All presented in an immaculate concept interior that was designed by the German BMW team. Potgieter and Philp, who already own a BMW car dealership in Stellenbosch, are excited to expand in this way and add a lifestyle element to the new premises. To further deliver on this lifestyle promise, they collaborated with local pioneers Jake Easton, Kate Nero and Bradley Juter of Tribe Coffee Roasting to create an on-site designer cafe designed by interior designer Michelle Trimborn of Design Quarters.
This potent combination of pleasures has seen motorcycles and coffee culture gain traction as a global lifestyle direction. Countries and places like Australia, Bali, Los Angeles and Milan offer go-to hotspots for all things cycling and barista. The famous BMW Welt in Munich, for example, is an excellent example of a world leader in this field. With Cape Town being an international hub, this new “biker chic” trend puts the Mother City on a global continuum.
Potgieter is excited about Tribe as a preferred partner for this venture. “We are always looking for people with a positive attitude. Additionally, people at Tribe are creative and a creative partnership will always go further. It was also very important to us that anyone who shares our space also shares our philosophy of great service. customer. Plus, they make great coffee.”
For Tribe, the company presents a great opportunity to expand its existing coffee and roastery in the Woodstock Foundry, relocate to the City Bowl and expand beyond. “We had been looking to open an iconic space in the city for a while, when we met Leon,” explains Nero, “For us, this is a perfect relationship between one of the biggest motorcycle brands in the world and our rising lifestyle brand.”