Beefeater Gin has partnered with I Love The Dough and Design Indaba to create a parklet – a small building that helps pedestrians reclaim the city space.
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The parklet has been constructed just outside Cape Town’s iconic I Love The Dough eatery on Bree Street. Here, it’s always buzzing – inside the restaurant where neon lights glow hot pink, and outside where people strut the streets.
Cape Town’s CBD has reclaimed its status post-pandemic as a hub for going out for food and meetings, from casual to formal, and the parklet encourages this by providing a space for pedestrians to socialise.
Design Indaba, Beefeater Gin SA, and I Love The Dough joined forces, ideas and resources, and helped propel the project to get the necessary city council support.
“Beefeater Gin’s brand purpose is to ‘refresh your love for life in the city’ and we were looking for meaningful ways to help rebuild the hospitality industry while reconnecting with our brand community in their beloved city spaces in the aftermath of the pandemic,” says Marketing Portfolio Head, Grant Hendricks.
He adds that the brand has had an ongoing relationship with those who share their desire to make a positive impact in their community and on the environment.
Commissioned by Design Indaba, the parklet was designed by former Design Indaba conference speaker, Thomas Chapman of the award-winning architectural firm, Local Studio.
Although parklets have grown in popularity in many city spaces around the world, the parklet on Bree Street stands out due to its use of Cross Laminated Timber (CLT).
CLT is a popular method of construction that is extremely sustainable, and also gives the space a striking appearance.
The CLT process uses timber harvested from alien vegetation, helping the city on its mission to clear water-draining plants. For the parklet, the wood was harvested from eucalyptus trees which are alien in South Africa.
Removing alien vegetation from the Western Cape will help restore billions of litres of water in the years to come – making this project a sustainable one, as well as a social one.
The construction process included off-site assembly, with 80% of the building taking place in a factory. This reduces the need for cost and resources, like transportation, as well as eliminates disruptions to the local community.
“It is incredible to see how Thomas and his team have completely transformed an urban pavement into an urban oasis. What was once merely a parking spot is now a testament to the power urban design interventions can have on city improving city life,” says Design Indaba Founder, Ravi Naidoo.
“We’re elated to see our mantra ‘a better world through creativity’ realised in an impactful way. We look forward to seeing people out and about on the streets and enjoying the parklet – after all that’s what it’s for!” he adds.
“It is amazing to see what the partnership with the world’s most awarded gin, Beefeater, has allowed us to achieve with our unique convivial landmark. What a pleasure to see people sitting outside our parklet and enjoying the warm days and balmy evenings here.
“In summer, the sun sets later and later and it will stay light outside right up until 9pm, which means you can enjoy an extended sundowner session or supper whilst hanging out in the parklet,” says I Love The Dough Director, Marco Picone.
The new parklet contributes to the city centre’s appeal and boosts urban life and interaction. This is a community space, one not just open for customers, but for everybody to enjoy.
The parklet was opened on a significant day – International Gin and Tonic Day. This will be a tradition that both partners will continue to celebrate.
The parklet comes just in time for the early summer season, giving people a prime spot to sit back, unwind and feast on world-renowned gin and lekker pizza.
The details:
- Address: 101 Bree Street, Cape Town City Centre, Cape Town.
- Opening times: Sunday to Wednesday 12.30pm to 11pm, Thursday to Saturday 12.30pm to 12am.
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