Shopping centres have historically been a place to shop,
gather socially and eat, and these basic values are still a major draw for
today’s shoppers. However, the design and delivery of services are markedly
different today, requiring a new approach to keep people engaged.
From parklike atmospheres to in-store mobile offerings, shopping
centres can shake up the experience to stay relevant.
In the abundance of Johannesburg shopping malls, there is
one that truly stands out as unique. Distinct in design and entrepreneurially
friendly, Melville’s 27 Boxes is the first of its kind made from shipping
containers.
The shopping centre that was built in 2014, has been
re-invented as a family and entertainment destination with water features, open
air amphitheatres, sculptured gardens and many more carefully designed features
to make it the ultimate, eat, play and shopping location for residents and
visitors to Melville.
The CEO of Citiq Gustave Holtzhausen saw the potential and
decided to work closely with Melville Residents Association, for the overhaul
of the centre and bring it back to the heart of the community.
Leading in the revamp
is Leon Pretorius, owner of The Countess restaurant, who volunteered to be the
turnaround manager.
In explaining why they decide to integrate the centre with
the community Pretorius says they believe that the viability and success of the
centre is largely dependent on residents utilising it as well.
The mall opened its doors In June 2015 and is home to a
number of fashion designers, art galleries, and interior design and home décor
shops.
What’s also appealing about the venue is that it abides by
the “local is lekker” philosophy of promoting home grown brands and creativity.
Shipping containers have long been associated with pop-up
malls and temporary exhibition stands. They have also provided the basic
building blocks for a number of internationally acclaimed retail developments.
Box Park in London, and a retail park in Christchurch, New Zealand.
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