Johannesburg, 19 November 2024 – Mall of Africa has once again proven its dominance in South Africa’s youth culture, securing the prestigious title of Coolest Mall for an astounding seventh consecutive year at the 2024 Sunday Times Generation Next Awards. This award is based on the results of South Africa’s most influential youth survey, conducted by HDI Youth Marketeers, which gathers insights from over 12,000 young South Africans aged 8-24.
Mall of Africa’s recognition as the Coolest Mall for seven consecutive years highlights its role as a trendsetting destination for youth in South Africa. The accolade reflects the mall’s unwavering commitment to staying connected with the ever-evolving tastes and preferences of the youth demographic, who wield significant influence in both social media and retail.
The mall’s 300+ retail offerings, along with its constant innovation, have earned it a reputation as the ultimate destination for those who prioritize style and trends. As Johann Fourie, General Manager of Mall of Africa, explains: “The youth are trendsetters with significant spending power and influence over the market. Their engagement with platforms like TikTok and Instagram has positioned them as early adopters and opinion leaders. This consistent recognition underscores our ability to stay fresh, exciting, and relevant.”
Transforming Retail with SOOK Mall of Africa
In the past year, Mall of Africa introduced several groundbreaking initiatives, including the launch of SOOK Mall of Africa, Africa’s first digitally connected retail concept designed for short-term letting. This innovative space is tailored to each brand’s needs and powered by an advanced digital platform. It offers customers a vibrant and interactive shopping experience, featuring a rotating selection of exciting brands and events.
Some of the dynamic brands featured in SOOK Mall include Sompire Kids, GALXBOY, Mafastela, and AWBRAND&CO. This flexible, event-driven space continues to push the boundaries of what is possible in the retail environment.
The Mall of Africa Beauty Squad
Further enhancing its appeal, Mall of Africa also introduced the Beauty Squad, a group of well-known personalities who are dedicated to guiding shoppers through the fast-changing beauty landscape. The squad’s members, including Thameenah Saint, Dr. Karishma Ramdev, and Lungile Thabethe, provide beauty enthusiasts with tips, reviews, and exclusive social media content.
With a combined social media reach of over 750,000 followers, the Beauty Squad ensures that Mall of Africa remains the go-to destination for cosmetics, skincare, and fragrance shopping, with a variety of promotions and competitions planned.
New Stores Elevating the Experience
Mall of Africa’s retail offering continues to grow with the opening of exciting new stores. Recently launched stores include Bounce, Menbur, True Religion, and Skins. The upcoming openings of Decathlon and Benetton will further enhance the mall’s standing as South Africa’s premier shopping and lifestyle destination.
A Legacy of Cool
As Mall of Africa celebrates its seventh consecutive Coolest Mall title, it remains committed to offering world-class retail and lifestyle experiences. With ongoing support for emerging brands and initiatives like the Beauty Squad, Mall of Africa’s connection to its loyal customers is stronger than ever.
“We are deeply grateful to the youth of South Africa for recognizing our efforts year after year,” said Johann Fourie. “This award drives us to continuously innovate and elevate Mall of Africa as a space where trends are born, celebrated, and shared.”
