Less Is More: Inside LIM’s Tranquil New Claremont Store

LIM’s newest store in Claremont is a masterclass in modern restraint – a serene, light-filled space that embodies the brand’s quietly confident philosophy that less is more. Nestled at 2 Osborne Road, the new location extends the legacy of LIM’s iconic Kloof Street flagship, inviting visitors into a world where every line, texture, and proportion has been considered with purpose. It’s not just an expansion; it’s an evolution of the brand’s minimalist vision, where calm design and craftsmanship meet in perfect balance.

Founded in 1997 by visionary designer Pauline Mutlow, LIM has long been synonymous with South Africa’s most refined take on minimalism: simple, contemporary, and deeply human. Now led by Andrea Gazet du Chatellier and Marc-Anthony Hewson, the brand continues to uphold that legacy while gently pushing it forward. “Less is more” – the timeless mantra of architect Mies van der Rohe – remains at the heart of everything LIM creates, from furniture to décor.

Inside the new store, LIM’s signature collection unfolds in fresh fabrics and colours, revealing subtle evolutions of familiar forms. The palette is quiet yet rich in texture, the craftsmanship unmistakable. Each piece, whether a dining table, a console, or a sculptural light, is made locally in Cape Town by skilled artisans using the finest materials, complemented by select hand-picked pieces from across the African continent.

The result is a space that feels at once grounded and aspirational, proof that simplicity, when approached with integrity, is never plain. Every curve and surface reflects the brand’s founding belief that considered design makes the biggest impact. LIM’s Claremont store is a natural continuation of this idea: an environment that slows the pace, sharpens the senses, and reminds visitors that timeless beauty often whispers rather than shouts. Now open at 2 Osborne Road, Claremont, LIM welcomes a new chapter – one that honours its past while quietly shaping the future of contemporary South African design.