LEMON WILL FEEL AT HOME SOON
WITH NEW SHOWROOM IN AMSTERDAM
Lemon’s gradual expansion internationally has been approached in much the same way
that the brand approaches its designs – consciously and with consideration. When Lemon decided
to open a European base in 2020 in Europe, they settled on Amsterdam as the city
of choice – the location had been carefully selected for its centrality, accessibility, strong
and established design culture and the existing relationships formed over time here with clientele.
A SMALL VILLAGE FEEL
But there was more too it. Amsterdam resonated with co-founder and Head of Design, Kevin Frankental for its energy and sense of familiarity, so the transition was a smooth and natural one. “Amsterdam has a small village feel to it. The design community is small and personal, which reminded us a lot of how we work in Cape Town and Johannesburg, in that clients become friends over time, and we build strong meaningful relationships with them which in turn results in great collaborations and good work. This had a big influence on our decision for a showroom in Amsterdam,” he says.
FOCUS ON CRAFTSMANSHIP
Having a physical showroom space was becoming necessary too. “Apart from a demand for being able to access the physical product quickly and easily, it felt important to be able to really communicate the brand’s values. One thing we know, is that with products like ours, it doesn’t matter what images you show someone, it’s hard to truly appreciate without seeing them in person. We focus so heavily on craftsmanship and the quality of our materials, that to see and feel the pieces up close is really crucial.”
WARM, COMFORTABLE AND HOMELY
The showroom in Amsterdam also needed to speak to context and culture. “I wanted us to integrate into the community. So it was important that we chose a location that made it easy for local designers and those visiting from elsewhere in Europe to access – whether by bike, car or public transport – while being immersed in the rich culture the city has to offer. We have tried to create a space that is warm, comfortable and homely, using materials like wood and stone. For us, whether it’s an office, hotel or home you’re using our pieces in, it should exude the feeling that we have created here.”