Page 12 - Waterfall City Issue 7 July 2025

Waterfall City News

MALL OF AFRICA

Wins top global award

SOOK x Tyla

activation claims

Visual Victory at ICSC

Awards

M all of Africa recently

received international
acclaim after winning a
Visual Victory Award at the
prestigious International Council
of Shopping Centres (ICSC) Global
Marketing Awards. The award, which
recognises excellence in retail visual
merchandising, was presented in
the category of Most Creative In-
Line Pop-Up Store Design for the
SOOK x Tyla activation co-hosted with
Spotify Africa and Sony Music Africa.

The activation, which took place at
the unique SOOK Mall of Africa space
in April 2024, attracted thousands
of fans eager to experience a unique
in-person encounter with South
African music sensation Tyla. The
pop-up drew queues of excited
supporters who arrived to purchase
exclusive merchandise and immerse
themselves in the bold, nostalgic
aesthetic that brought Tyla’s universe
to life.

Reimagining retail
experiences through
creative flexibility
Neutral by design, the SOOK space
at Mall of Africa was completely
reimagined for the pop-up, using tie-
dye hoarding, old-school telephone
handsets, vinyl record displays and
digital screens looping Tyla’s music
videos. Cropped tees emblazoned
with her name doubled as décor,
while mini and maxi plush toy tigers
added a playful nod to her fanbase,
affectionately known as Tygas. A
live DJ played tracks from her chart-
topping debut album, turning the

10 Waterfall City Issue 7 2025