Owner Lauren Abelheim and her team have managed to conjure up part of that special city – from its café culture to its iconic designer stores. They have created a space that's part boutique department store and part café society outpost. Inspired by the flagship store, 2A in Sandton City mall, this venue offers luxury retail in a laid-back setting that blends fashion, culture, and design.
Avenue 2A has two levels – the first, decked with the best of Loewe's unique fits and candles by Astier ce Villatte (Honolulu was the best scent) was enough excitement for one day, but level two took it up a notch.
After climbing a lavish marble staircase, you'll be greeted by Rue de Croissant, Avenue 2A's secret café. It's so neatly tucked away that its existence would almost go unnoticed if it wasn't for the aroma of coffee beans and delicious pastries calling you up from the ground floor.
The attention to detail in this café is impeccable. During our visit, we learnt that some of its interior design was in fact quite sponteneous – which is hard to believe when looking at the choice of tables, chairs, and colourful decor pops, and how every element works together to mimic some sort of Parisian café fantasy. It's eclectic but utterly tasteful.
In the same space, over to the striking red wall of shelves, there's a whole collection of coffee table travel books by Assouline to keep you company while you enjoy your coffee. Travelling might be expensive, but at least living vicariously through the pages of Assouline's Ibiza Bohemia or Capri Dolce Vita is free. Be sure to use the white gloves next to the books when browsing through these luxurious pages (we know, it's that dramatic).
Have a shoe fetish? You might never want to leave. Around the corner from where you're seated, you'll find what looks like a shrine to Christian Louboutin with iconic red-bottomed heels and other, bolder styles, as well as sneakers and handbags displayed tastefully around the room. Even if you don't plan to purchase anything, it's a treat to walk around and take it all in. To our surprise, we even spotted a range of shoes for kiddos by the designer.
At Avenue 2A, you can't help but channel your inner Sarah Jessica Parker from Sex and the City; we finally get the hype about luxury retail and living lush.
If red soles aren't your thing, other top-tier brands here include Bottega Veneta, Valentino, and Brunello Cucinelli. And if you see it on the shelves, it's safe to assume that Avenue 2A is the sole stockist in South Africa – that's as exclusive as it gets.
Whether you're on the hunt for a statement piece or looking for a luxury staple, make this your go-to. Visit for the fashion, stick around for the croissants with a view. With barista-made coffee and sweet treats from the award-winning La Tarte Pâtisserie, you won't be sorry you did.
And if your wallet’s not able to keep up with your eye’s desires, the lovely staff might tempt you with a R50 bar of soap that smells so posh, it’ll distract you from everything else you can’t afford.
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