The Mall of Africa has clinched the “Coolest Mall” title for an extraordinary seventh consecutive year at the 2024 Sunday Times Generation Next Awards. This prestigious honour, based on South Africa’s largest youth survey by HDI Youth Marketeers, reflects the preferences of over 12,000 young South Africans aged 8 to 24. With its blend of cutting-edge retail offerings and innovative experiences, the mall remains a beacon for style-savvy youth and trendsetters.
A Winning Formula
Johann Fourie, General Manager of Mall of Africa, attributes the mall’s enduring appeal to its ability to connect deeply with South Africa’s youth.
“Youth are the ultimate trendsetters, wielding immense spending power and influence. Their active presence on platforms like TikTok and Instagram amplifies their role as early adopters. Securing this title for seven years demonstrates our dedication to staying fresh, relevant, and exciting for this dynamic audience,” Fourie explained.
Groundbreaking Initiatives Lead the Way
In the past year, Mall of Africa has unveiled a host of innovative concepts that solidify its reputation as a retail pioneer:
SOOK Mall of Africa: A Retail Revolution
SOOK Mall of Africa is a digitally connected, short-term retail space—the first of its kind on the continent. This flexible space brings shoppers closer to exclusive brands and experiences. From meeting the creative minds behind iconic labels to exploring typically online-only products, SOOK has transformed the traditional shopping journey.
Over the past year, brands such as Sompire Kids, GALXBOY, AWBRAND&CO, and Thabooty’s have used SOOK as a platform to engage directly with consumers. Each activation offers shoppers a unique and interactive retail experience.
Beauty Squad: Redefining Beauty Shopping
The mall’s beauty initiative, Mall of Africa Beauty Squad, has elevated its appeal in the cosmetics sector. Featuring well-known influencers like Thameenah Saint, Dr. Karishma Ramdev, and Nabeela Jamal, the squad shares expert advice, product reviews, and tips with their combined 750,000 social media followers.
This initiative ensures Mall of Africa is more than just a place to shop—it’s a hub for inspiration in skincare, haircare, and fragrance. Exclusive promotions and competitions add excitement to the beauty shopping experience.
New Stores to Explore
Mall of Africa continues to expand its offering, welcoming an impressive array of new stores in 2024. Some highlights include:
- Bounce: Active entertainment for the whole family.
- Menbur: Elegant footwear and accessories.
- True Religion: Globally renowned denim fashion.
- Skins: Luxury fragrances and beauty products.
- Bathu Shoes: Celebrating South African innovation in footwear.
- Hydraulics Femme: Trend-forward fashion for women.
- The Fitz: A lifestyle concept store.
- Valora: Chic and contemporary clothing.
- Politix in Woolworths: Combining global menswear trends with local flair.
Upcoming openings include Decathlon on Black Friday and Benetton in December.
Staying Ahead
Mall of Africa’s success is rooted in its vision to provide a world-class retail and lifestyle experience. By supporting emerging brands, embracing innovation, and fostering engagement through initiatives like SOOK and the Beauty Squad, the mall remains a favourite among South Africans.
“Our gratitude goes to the youth of South Africa for their continued support. Winning for the seventh year inspires us to keep raising the bar,” said Fourie.
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