A Cutting-Edge Environment: Tramontina

SOUTH AFRICA EMBRACED a bit of Brazil with the recent opening of Tramontina in Johannesburg, the most populous city in the country. Founded in 1911, Tramontina is a renowned family-run, multinational metallurgical company based in Carlos Barbosa, Rio Grande do Sul, Brazil.

Known for manufacturing a wide range of products, the Tramontina assortment includes more than 22,000 items – many of them made from recycled and sustainable materials – ranging from premium household goods to professional and residential kitchen utensils, tools and equipment, as well as small appliances, lighting, gardening, electrical supplies, wood and plastic furniture, as well as a line of electric vehicles.

With a presence in 120-plus countries, Tramontina set up shop in the Mall of Africa, located in Midrand, in the City of Johannesburg Metropolitan Municipality. Working with the design team of KT | Kawahara Takano Business Architecture, São Paulo, the brand unveiled its new concept, the Tstore Tramontina. Showcasing its new positioning and vision, the store provides a more accessible and aspirational environment while maintaining the integrity of the brand image.

With a DTC (direct-to-consumer) Strategic Model, the new concept provides Tramontina with complete control of product presentation and marketing, allowing for stronger brand consistency and a more personalized customer experience. The overarching goal was to create a welcoming environment that conveys immersive brand experiences with enhanced comfort for customers passionate about the art of gastronomy.

The customer journey begins with a dynamic storefront designed to attract and inspire those eager for practical, convenient solutions that complement their modern lifestyle. Upon entering the space, customers are greeted by a product showcase presenting the latest campaigns, launches and promotions.

Signage showcases the brand’s sustainability commitments and achievements, accessed through its Transforma program, a digital platform that serves as an information hub about Tramontina’s sustainability initiatives. One attention-grabbing display (shown) features a visual representation of elements like recycled plastic, recycled aluminum and reused wood waste that’s used in the production of new products.

The store is segmented into “Worlds” (Prepare, Entertain, Serve, Cut, and Personalize) focusing on special moments in customers’ lives. The core business is the “Prepare World,” where customers can find utensils, small appliances and cookware to help them creatively prepare meals for family and friends.

Carefully selected surface treatments evoke a sense of comfort while reflecting the high quality and durability of the product offerings. Materials include porcelain flooring, high-definition adhesive simulating white brick walls, and modular fixtures with wooden shelves conveying the warmth of a gourmet kitchen.

Cutting-edge design, LED illumination and curated, sustainable materials celebrate the Tramontina assortment while promoting a sense of a “third place” in customers’ lives, where they can enjoy quality moments with family and friends.