Real Estate Investor Magazine South Africa Real Estate Investor Magazine - November 2017 | Page 43

CASE STUDY: MALL OF AFRICA Taking ‘retail-tainment’ a step further, The Mall of Africa, is at the forefront of staying relevant, driv- ing growth and boosting efficiency by reinvent- ing itself as a key entertainment centre – offering add-on activities and putting on special events to attract shoppers to must-attend events. Set on becoming the heart and soul of Johannesburg, and attracting visitors and shoppers from far and wide, the Mall of Africa is no longer primarily about shopping, but has become an important venue for hosting leading events. In line with its position as the largest single phase shopping mall to be built in Africa, and reflecting its African roots, the owners and management of the Mall of Africa are committed to showcasing and promoting local arts and culture. It started with hosting the prestigious National Antiques & Decorative Arts Faire (NAADA Faire), a showcase of antiques, art, collectables and decorative arts in the Crystal Court of the Mall. The Naada Fair’s extensive data base of collectors and existing shoppers at the Mall of Africa were intrigued by the luxurious settings of everything from beautiful antique dining tables and 18th century armoires to funky Coca Cola fridges to advertising signs from the 50’s and 60’s and demonstrations of how to achieve a ‘steam punk’ look by merging Victorian vintage with Game of Thrones grunge. This was followed by one of South Africa’s premier fashion events, Mercedes Benz Fashion Week, which held its Spring/Summer collections in the beautiful outdoor Waterfall Park, attracting the who’s who of the fashion world to their 10th Anni- versary show. In the first of what will be many music perfor- mances and concerts, the musical spectacular ‘Music inspired by Disney’ with the Gauteng Phil- harmonic Orchestra (GPO) drew an enthusiastic crowd, all fans of music from the movies. The Art Collective, featuring a range of South Afri- can artworks and sculptures was the most recent exhibition with over 80 talented and up-and- coming artists showcasing their talents with some of the artists on hand to demonstrate their art. “Keeping ahead of the game is crucial” says Events Manager Nicola Van Kan. “By adding entertain- ment and event experiences to the retail mix, we are attracting visitors from far and wide who want to see and be seen at what is Africa’s most impres- sive mall. “The events held so far were unprece- dented successes, attracting thousands of visitors who were drawn to the Mall of Africa to meet, shop and be entertained in a safe, multifunctional complex that delivered the ‘wow’ factor. A digital campaign for every pocket Reach out to potential investors today Contact us now: [email protected] [phone]