The Collective is one of the most exciting lifestyle markets to pop up in Joburg over the past year. Located at 3 Desmond, Kramerville, the Collective showcases unique and eclectic homewares and fashion. We spoke to Catherine Ohlson de Fine, a specialist in event and project management, who decided to start the market as a platform for up and coming young designers.
I studied at UCT and then went on to do a postgraduate at Wits Business School. I have been part of various project management teams that ran cultural events for the last few years including The Food Wine Design Fair in 2010. I also worked for Play Braamfontein, managing their various events, venues and the Neighbourgoods Market.
Tell us a bit about the history of the Collective.
At the Neighbourgoods Market, I found that we were limited on the space that we had for the designers and we had a lot of applications each week so there seemed to be a gap in the market for designers and importers. I decided to create an alternative retail space that focused on design. A pop-up market seemed like the perfect space.
What inspired you to start the market?
I love Joburg and love creating events for Joburgers to encourage the new found love that I feel we have for our city. I feel that there aren’t always positive things happening around us but there is so much potential and opportunity – it’s just about seizing it and creating beautiful spaces and experiences to enjoy!
What type of products are on sale at the Collective?
You can expect to find beautiful clothing, vintage and new furniture, jewellery, ceramics and accessories for you and your home.
What makes the market unique?
The market takes place on a rooftop overlooking the leafy suburbs. We only have a limited amount of traders and the selection changes each month so that there is always something new to look forward to.
What do you hope for the future of the Collective?
I hope that we can grow the market into a bigger space so that we can accommodate all the applicants that we get. We are also hoping to branch out to other kinds of events such as kid’s markets as well as supper clubs.