Haldane Martin wins gold Loerie
Haldane Martin and his interior design studio has won gold in the 2015 Loerie Awards for the design studio’s steampunk concept interior for Truth Coffee Headquarters in Cape Town. Haldane Martin won the top prize in the category Three Dimensional & Environmental Design – Interior Design & Temporary Structures, a subcategory of Communication Design.
Haldane Martin iconic design also ranked second overall in Communication Design as well as in the small agency category in the official Loerie Rankings for 2015.
The annual Loerie Awards, which has been running since 1978, is South Africa’s most prestigious awards in the creative industries and includes all spheres of brand communication by an agency or design studio for a third-party. The awards now includes entries from the continent of Africa and the Middle East.
After winning the top award in the category on Saturday 15 August 2015, company founder and head designer Haldane Martin has said:
“We are stoked to have won the award – especially as it was awarded three years after Truth Coffee HQ opened in 2012. Showing that not only did the interior capture the zeitgeist, it has also worn in nicely, and has proved to be a good fit for the Truth Coffee brand which has grown from strength to strength.
On a personal note, I studied industrial design, and have won awards for furniture design before, but this is the first substantial interior design award our studio has won. So that means a lot to me. I couldn’t have done it without our team at the time of intern Rubin Basson and young designer Maroaan Gelderblom.”
The brainchild for the venue’s concept came after identifying the similarities between coffee roasters and espresso machines and the steampunk aesthetic, both displaying elements of romantic, steam-powered technology in a retro-futuristic way. Steampunk’s obsession with detail and sensual aesthetics also captured the essence of Truth Coffee’s product philosophy: “We roast coffee. Properly.”
This design concept has ultimately come to define the brand.
The concept interior of the coffee roastery and café combined with its ethos of integrity and quality has seen the brand garner international renown. Haldane Martin’s design studio’s first commercial interior design project, Truth Coffee was named the world’s best coffee shop by MSN Travel in 2013 and again by The Telegraph in 2015. The interior also featured in the award-winning steampunk fashion film Steam 1886 by Adrian Lazarus, which went on to win Design Indaba’s Most Beautiful Object in South Africa award in 2014. Truth is also the only African finalist ever in the World Bar and Restaurant design awards.