To mark this milestone, Founder Bernie de Le Cuona appointed interior designer Cameron Heller of Heller Studio to craft a distinctive space that embodies the spirit of the brand. Celebrated for the beauty and quality of the brand’s understated fabrics and accessories, de Le Cuona’s new space is calming and moody, with rustic touches tied into the South African and Belgian roots of the brand. Every element highlights the natural beauty and craftsmanship of the textiles. Working with Heller, the brand sought to reinvent the traditional showroom experience. Designed to evoke the intimacy and emotion of entering a home, the space offers visitors a tangible sense of how de Le Cuona’s pieces can live within their own environments.
Architecturally, the open space naturally divides into three zones. Upon entering, visitors experience the fabrics in a variety of ways, from upholstered seating to the cloth ceiling to the fabric color wall. Timber-framed openings then lead into the workroom, a hands-on environment where clients are encouraged to interact with the textiles. Blending the sensibilities of American and European showrooms, the workroom features full-length fabric wings and a play table where designers can experiment with one-yard samples. A bespoke area with drawers filled with embroidery and custom stitching samples offers insight into the brand’s tailored services. The third room houses the accessory shop, showcasing de Le Cuona cushions, throws, and other decor.
For the design’s overall feel, Heller worked closely with Bernie to encapsulate the brand’s Belgian, English, and South African roots. From rustic touches like rough-hewn wood detailing to distinctive pieces like the Native Bench, seating made by expert crafters and meticulously woven by the highly skilled women basket weavers of the Hlabisa tribe. Another distinct design element is the plaster walls, adding a sensory depth reflective of the showroom’s tactile nature.
