Deus Ex Machina

Location: V&A Waterfront, South Africa
Scope: Brand Integration, Interior Design, Technical Documentation, Procurement & Implementation

The brief

Creating the new Deus ex Machina flagship store at the V&A Waterfront was an exercise in capturing the soul of a brand that thrives at the intersection of subcultures: ‘the grit of biker life’, the ‘laid-back freedom of surfing’, and the ‘timeless appeal of vinyl records. Our creative vision? A warm yet industrial haven where every Deus customer feels at home, surrounded by the brand’s iconic “love of the machine.”

Our solution

We’ve balanced reclaimed timber and soft, ambient lighting with bold steel accents and exposed pipework, echoing an industrial heritage with a hint of steampunk edge. Carefully curated vintage items add an authentic layer, paying homage to Deus’s roots and evoking a sense of a well-travelled history.

The result is a seamless blend of raw energy and warmth, a space that’s edgy yet inviting, sophisticated yet undeniably authentic. This flagship is more than just another store; it’s a home for the passions and personalities that define Deus.