The story of Foundry, like many others, find its beginning amongst friends sharing beers. To set the scene this particular discussion, and sharing of beers, takes place just after Covid, street side, outside a quirky London pub. (Of course it does).
Let's rewind; My background, and the business of Sphere Custom, started as an integration company focused on beautifully engineered, designed, bespoke home cinema solutions.
It's been almost 12 years since we built our beautiful showroom in Cape Town - based around showcasing performance achieved when removing the impediments of budget and brand. (For perspective that's pretty much pre-Dolby Atmos.)
We were frustrated, specifically in our market - although I've come to realise this is applicable across all - that integration firms were effectively shilling for distributors. Never discussion about performance targets, metrics, specifications, functional design or ergonomics. There was no design. There was product. There price.
This had stuck with me over the years; a primary reason I found appeal in the kindred spirits of the CEDIA RP22 group. We spent the majority of Covid putting together an amazing resource for the industry.
As you do when CEDIA put on a lovely event in person (because it was let-your-hair-down-get-out-the-house post-Covid), you go. You relish in open Society, fresh air, in the ability to speak to, and interact with other human beings.
After bumping into each other in person, one such kindred spirit, Ben Goff from Cinema Lusso, realised that the voice and image via the zoom calls was now actually only living seven minutes down the road. During the pandemic I effectively moved lock stock and barrel to the UK, settling 25 minutes from central London.
Cue the discussion at the pub a few weeks later, and viola; a reiteration, rejuvenation, and reimagining of the showroom construct I pioneered in those early Cape Town days.
The concept of Foundry is not new; Companies have showrooms. Distributors have spaces where they showcase brands. Manufactures assist in filling them with product. Nature of the beast, but for us a different challenge; where you go to experience something without the immediate prejudice of brand or budget?
Target defined. Set in motion that afternoon has had both Ben and I, and our partners, put in literal blood, sweat, and tears, to make this space one of a kind.
Foundry is not your average showroom. Not a space where you'll see brand logos, lines of product, or stacks of boxes. Foundry is a space that's been thoughtfully designed, ergonomically engineered with the aim to push the boundaries of performance, and innovative aesthetics together in such an unobtrusive manner that it doesn't seem designed at all. Dieter Rams would be proud.
Foundry is where you can experience the extraordinary, and I know that sounds cliche, but we have truly created a space unlike any other; to those fortunate enough to get an invite - we look forward to sharing the magic.
Owner at Denim Coffee / Leader in Brand Development / Web3 Enthusiast
4moCan't wait to see this space come to life as a vibrant hub for coffee and connection!