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Staying True to Design


In a period of instant accessibility, finding experiences that leave you with a tasteful lasting impression becomes almost impossible. When it comes to furniture, the idea remains the same.

TRUE DESIGN, situated in the Trumpet Building at Keyes Art Mile in Rosebank, aims to heighten the experience of shopping for and owning furniture.

Walking into TRUE DESIGN’S premises gives you the feeling of journeying through a museum dedicated to modern art and design. Throughout the store you are met with bold colours, sharp and intriguing lines, and lighting fixtures which enchant and arouse the imagination.

We want to create the vision that furniture is not just furniture; it is artwork, it is timeless, it has and retains value like art”, says TRUE DESIGN Managing Director, Aldon McLeod. With legendary, leading Italian design brands such as Cassina, Moroso, Cappellini, Kartell and NEMO, under True Design’s stable, achieving this vision is not a farfetched goal.



On sale you will find armchairs designed by incomparable French Architect, Le Corbusier.  Created in 1928, the chairs have been exclusively produced by Cassina since 1965 and are considered to be investment pieces. “We’ve had clients who bought Cassina pieces almost 40 years ago and were recently looking to replace the back cushion. Without the serial number, Cassina refuses to even look at the case. This numbering system or database adds value to the pieces.                     This particular client bought the chairs in the early 80’s for R1, 200; in a second-hand market he can easily get R44, 000 – R45, 000”, explains McLeod.

The South African market has created an interesting dynamic for the True design team because it  is relatively young in terms of design knowledge and appreciation when compared to countries  such as the USA, Italy and Hong Kong. “So far the people who shop at the store have been more experienced travellers who are aware of the various brands and what they stand for”. Undeterred, McLeod explains that TRUE DESIGN aims to do is educate the public by sharing information and being as inclusive as possible. “With the many events being held within this Art Mile, we ensure that anyone who walks through our doors leaves well informed. I would rather have someone walk out with a sense of enlightenment in terms of design, than have them spend ‘xyz’.


Having recently returned from the Milan Furniture Fair 2017, the TRUE DESIGN team will be unveiling new exciting pieces made by the likes of Spanish designer Patricia Urquiola, at Design Joburg 2017, in May, at the Sandton Convention centre.





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