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MALL CULTURE
? For developers, the golden rule is a mega 328ha office, residential and
to ensure their mall has dominance retail development on the N1 highway
Nelson Mandela Square and adjacent Sandton in its catchment area, notes Stuart- between Johannesburg and Pretoria,
City mall (below) are among the most upmarket Findlayson. Failure to do so can have the 300 store-mall is the biggest in the
serious consequences, as the owners country to be built in a single phase.
shopping spaces in South Africa of the 75 000m2 Cradlestone Mall on
Johannesburg’s West Rand have found. “Research done for us by Urban
Studies found that the Mall of Africa
Far from being dominant, has 100 000 underserved families in
Cradlestone launched in October 2013 its immediate catchment area,” says
and is up against the 53 000m2 Key Michael Campett, Head of Retail Asset
West and 30 000m2 Leratong malls. and Property Management at Attacq,
The three malls’ 158 000m2 combined owner of an 80% stake in the R4,9-
retail space is way in excess of their billion project.
catchment area’s current requirements.
“Cradlestone has not worked for us,” Seemingly confirming its regional
observes Rothenburg. “Happily we have dominance, almost 123 000 people
only two years left on our lease.” poured into Mall of Africa when it opened
its doors for the first time on 28 April,
Failure to ensure area dominance causing widespread traffic chaos. It went
seems not to have been an error made on to attract 1,6-million visitors in May.
by developers of South Africa’s newest
super-regional mall, the 131 000m2 SOCIAL MEDIA STRATEGY
Mall of Africa. Located in Waterfall City, Its successful debut was also a triumph
10 strategicmarketing August–September 2016
