As retailers and malls around the world have come under pressure due to the growth of on-line shopping (at an annual rate of 25% in recent years) and with changing consumer shopping habits reshaping the retail world, shopping malls are having to re-invent themselves and become lifestyle and event destinations. This is also evident in South Africa where there is a proliferation of new malls all targeting the same market but struggling to attract foot traffic. The answer, according to the experts, lies in shopping malls reinventing themselves as centres for leisure and entertainment – offering add-on activities and putting on special events to attract shoppers as a one-stop shopping, lifestyle and entertainment venue.
The Mall of Africa, one of Africa’s largest malls, is at the forefront of staying relevant, driving growth and boosting efficiency by reinventing itself as a key entertainment centre – offering add-on activities and putting on special events to attract shoppers. 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 the past few months, the following prestige events have been showcased.
- In July the prestigious National Antiques & Decorative Arts Faire (NAADA Faire), held their showcase of antiques, art, collectables and decorative arts in the Crystal Court of the Mall – bringing the art of collecting – whether an 18th Century armoire, collectable 1950’s advertising billboards or Steam Punk Victorian-meets-Game-of-Thrones fashion – to the public. Clyde Terry, organiser of the event, believes the public, familiar with British Antique Road Shows and American Picker TV programmes, have a renewed interest in collecting and at the event were able to bring along their hidden treasures and collectables to be valued by experts. Adding to the elegant showcase of antiques & collectables were impromptu ‘flashmob’ performances by musicians from the Johannesburg Philharmonic Orchestra, co-ordinated by Classic FM. At intervals, throughout the Crystal Court, classical quartets gave impromptu performances that attracted and entertained shoppers.
- One of South Africa’s premier fashion events, Mercedes Benz Fashion Week, chose the Mall of Africa amphitheatre as their new and official venue for their August Spring/Summer collections. Said Dr Precious Moloi-Motsepe, AFI Founder and CEO, “we were thrilled to have Mall of Africa as our new venue host for our 10th Anniversary Mercedes-Benz Fashion Week, Johannesburg – it was a truly memorable event at this stunning location.”
- Gauteng Philharmonic Orchestra plays music inspired by Disney –
in the first of what will be many music performances in the Mall’s Waterfall Park concert arena. The musical spectacular ‘Music inspired by Disney’ with the Gauteng Philharmonic Orchestra (GPO) drew an enthusiastic crowd, all fans of music from the movies. With sound tracks specifically arranged for the orchestra by Stephan Bezuidenhout and Heinrich Kruger, vocal guest stars Marina Botha and Tinus Spies performed famous moments from Beauty and the Beast, Little Mermaid, Lion King, Aladdin, Frozen, Pirates of the Caribbean, Mulan, Tarzan, Hunchback of Notre Dame and the new Star Wars: The Force Awakens.
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. To this end a definitive Art Collective, featuring a range of South African artworks and sculptures will be showcased on Level 5 from the 11th to the 29th October 2017. A range of talented and up-and-coming artists will be given a valuable platform to showcase their talents and some of the artists will be on hand to demonstrate their art.
According to Events Manager Nicola Van Kan, the Mall of Africa is leading the way in the international trend of ‘retail-tainment’ by adding entertainment and event experiences to the retail mix. “The three events held so far were unprecedented successes attracting thousands of visitors who were happy to meet, shop and be entertained in a safe, multifunctional complex that delivered the ‘wow’ factor. Going forward we hope to continue being the chosen venue for some of Johannesburg’s most important cultural art and entertainment events.”
For more information on the Art Collective, please contact Kerry Phillips
On behalf of Mall of Africa; Tel: 060 526 2255; Email: [email protected] or Mall of Africa’s Marketing Department on (010) 596-1470.
Mall of Africa trading hours:
Monday – Saturday: 09h00-20h00
Sunday and public holidays: 10h00-20h00
Lone Creek Crescent & Magwa Crescent,
Latitude: 26º 00’ 53.3” S
Longitude: 28º 06’ 23.5” E