A showroom reimagined!

A showroom reimagined!

Imagine a typical showroom, then forget that and imagine something completely different. That’s what AMERICAN shutters did

Imagine a typical showroom, then forget that and imagine something completely different. That’s what AMERICAN shutters did when they first conceptualised their new Cape Town showroom, which opened in February 2020.

Designed to emulate an actual living space, the unique showroom has a seamless open-plan layout that showcases how well shutters can be utilised in all areas of a home, including the bathroom. A highlight of the showroom is the bathroom area with its exquisite Victorian Bathrooms’ bath. Enhanced by an elegant arched shuttered window with built-in window-seat, this elevation certainly takes centre stage.


Having stretched the boundaries of our original showroom by taking space from the factory, the showroom design was inspired by the factory’s industrial features such as its distinctive ‘saw-tooth’ roofline, high windows and exposed brickwork. Architect, Wynand Wilsenach, interpreted our design beautifully. The result is an elegant industrial loft apartment look and feel complete with a mezzanine level, which is home to our sales consultants.

“We wanted to create a space where clients would feel comfortable and inspired; able to effectively envisage our products in their own homes,” says Karina Palmer, interior designer and marketing director of AMERICAN shutters. “For this reason, we chose to deviate from the typical showroom with a full collection of everything on offer, and rather create a dedicated space off the main showroom to display our complete range of colour finishes and frames.”

AMERICAN shutters connected with HotCocoa Interiors & Design to accomplish the overall design impact; colours, furnishings, wall textures and floor finishes. Together we created a theme of neutral colours punctuated with accents of green and amber. “One of my favourite features is the Cara Saven wallpaper that greets all clients as they enter the showroom,” says Karina.

The beautiful irony of this showroom is that, through its reimagining, it allows its guests’ imaginations to run wild. And if the feedback from visitors is anything to go by, their imagination is definitely sparked, with one client simply saying “I can imagine living in this showroom.”

We would like to thank the following people/companies for their valued roles:

  • Wynand Wilsenach Architects
  • Victorian Bathrooms
  • HotCocoa Interiors & Design
  • Oggie Hardwood Flooring
  • Cara Saven Wall Design
  • Southern Art Ceramics
Shutters Western Cape

Cape Town
84 Marine Drive
Paarden Eiland

Shutters Johannesburg

Shop U1.2A, Cedar Square
Cedar Road
Fourways, Sandton

Shutters Kwazulu-Natal

26 Outlet Park
59 Meridian Drive,

Shutters Pretoria

Castle Walk Shopping Centre
491 Nossob St, Erasmuskloof

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