Bikes, buttons and brews: Cape Town's all-in-one space

07 : 11 : 2013 Restaurant : South Africa : Cape Town

Cape Town – South African bike shop, bar, café and men’s clothing retailer The House of Machines can be described as eclectic, but the word does not completely encapsulate everything about the space.

The House of Machines is what happens when you bring together many ideas in a thoughtful and seamless way. It is a collaboration between beer salon Brewers & Union co-owner Brad Armitage, bike builder Drew Madacsi and fashion designer Paul van der Spuy.

The space features a coffee shop that becomes a bar on Thursday and Friday evenings, a clothing section and a glass-walled machine workshop in the back, where motorcyclists can buy retro-styled customised racers, cruisers and more.

‘We wanted a space that offered up the experiences and products that we couldn’t find elsewhere,’ Armitage tells LS:N Global. ‘We were very conscious of the fact, that as a concept, it is hard for the regular punters to define, but once you get in, and have coffee and watch the place unfold, you realise that at its heart, The House of Machines is a space that offers a sense of community for those that appreciate this lifestyle. It’s a very personal selection of elements, yet we feel that neither one overrides the other – they all work together.’

The House of Machines’ hybrid nature means that it caters for bikers and non-bikers, and welcomes anyone in with the smell of Evil Twin coffee and the promise of healthy food.

For more on hybrid spaces, read our Symbiotic Branding macrotrend.

Discover More Daily Signals
Sprite refreshes brand identity through sound

Daily Signals

Sprite refreshes brand identity through sound

Carbonated soft drink Sprite has launched It’s That Fresh, a new global platform rolling out across 180 markets that unites refreshed visual and so...
Drink : Branding : Sound
How Freaks of Nature is turning electrolytes into ingestible skincare

Daily Signals

How Freaks of Nature is turning electrolytes into ingestible skincare

Clean performance brand Freaks of Nature is expanding the boundaries of hydration with the launch of Skin Support Electrolyte, a 0g sugar daily pow...
Health And Wellness : Skincare : Beauty
Stat: APAC wage growth outpaces that in Europe

Daily Signals

Stat: APAC wage growth outpaces that in Europe

Wage growth is diverging globally, with Asia-Pacific emerging as the clear frontrunner.
APAC : Economy : Statistic
British Airways turns safety briefing into cultural escape

Daily Signals

British Airways turns safety briefing into cultural escape

British Airways is reframing the role of travel with a new campaign that positions flying as a psychological reset.
Travel And Hospitality : Marketing : Souljourns
Polymarket’s Situation Room brings fintech into the social sphere

Daily Signals

Polymarket’s Situation Room brings fintech into the social sphere

Crypto prediction platform Polymarket is merging finance and spectacle offline with a Washington DC pop-up bar, underlining the growing convergence...
Polymarket : Prediction Market : Cultural Capital
Stat: Retailers rethink loyalty as consumers shop smarter

Daily Signals

Stat: Retailers rethink loyalty as consumers shop smarter

Retailers are rethinking loyalty as competition intensifies and AI reshapes how consumers shop.
Retail : Loyalty : Statistic
Channel 4 captures the raw energy of women’s football in new campaign

Daily Signals

Channel 4 captures the raw energy of women’s football in new campaign

Channel 4 has launched Pure Football, a mixed media campaign celebrating its coverage of the Adobe Women’s FA Cup, placing authenticity and fan cul...
Marketing : Channel 4 : Womens Sport
What Remedy Place’s NAD+ pen reveals about the future of longevity treatments

Daily Signals

What Remedy Place’s NAD+ pen reveals about the future of longevity treatments

Social wellness club Remedy Place is bringing clinical wellness into the home with a new NAD+ Smart Pen, developed in partnership with UK-based NAD...
Wellness : Longevity : Health
Stat: How happiness is reshaping policymaking priorities

Daily Signals

Stat: How happiness is reshaping policymaking priorities

The 2026 World Happiness Report reinforces wellbeing as a critical measure of progress, drawing on nationally representative data from ne...
Social Media : Gen Z : Statistic
Huggies puts its product claims to the ultimate stress test

Daily Signals

Huggies puts its product claims to the ultimate stress test

Nappy brand Huggies’ latest campaign, Expensive Sh*t’, sees 18 babies wearing Huggies Little Snugglers on luxury goods worth £373,000 ($500,000, €4...
Advertising : Humour : Parenting
You have 0 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN