We partnered with the V&A Waterfront to launch a property that we named ‘The Watershed’, transforming a historic warehouse into a contemporary destination for craft, design and entrepreneurship. Originally an electric light workshop from the 1890s and later a craft market, The Watershed now serves as Cape Town’s premier destination for craft, design, and entrepreneurial incubation.

Craft isn’t just bought. It’s discovered. People value what feels unexpected, considered and original. And the more surprising the find, the stronger the connection. In much the same way, local crafters and designers, when given the space could suddenly realise they’re able to rub shoulders with the biggest brands in the world.

We started by imagining the experience this re-invigorated space would offer: a space where visitors could experience their very own “watershed moments”, times when their perspective on craft, design, and innovation would be forever changed. We worked closely with our client and the architects, and conceptually restructured the environment into a double-volume experience: a curated market below and an entrepreneurial hub above. But this moment of change, this shift in perspective, the watershed moment became the idea and, from that, came the new name and identity system we created. (We also ideated and developed the Workshop 17 brand – the incubator above - , which was later spun off out of The Watershed.)

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