Page 13 - Waterfall City Issue 7 July 2025

retail environment into an intimate
fan experience that went beyond a
traditional store visit.

The activation exemplified how
adaptable retail infrastructure, when
paired with strong creative direction,
can deliver experiences that resonate
both online and offline. SOOK Mall
of Africa’s “plug-and-play” model
allows brands and artists to tailor the
space to their vision without the cost
or delay of a conventional fit-out.
Modular furniture and digital signage
gave Sony Music Africa and Spotify
the flexibility to execute a high-
impact activation with speed and
precision.

Global spotlight on local
talent and innovation
“This award is a proud moment for
Mall of Africa and for South Africa,”
said Yasmeen Lorgat, General
Manager of Mall of Africa. “The
SOOK x Tyla collaboration was
a dynamic expression of what’s
possible when global talent meets
innovative retail. We’re thrilled to
have worked with Spotify and Sony
Music to bring this vision to life and
to have it recognised on a global level
by the esteemed ICSC.”

The success of the activation
highlights Mall of Africa’s continued
focus on pushing the boundaries
of customer experience through
creative partnerships. As the first of
its kind in Africa, SOOK Mall of Africa
continues to offer flexible retail space
to both global names and emerging
talent, demonstrating how shopping
centres can play a vital role in
modern brand engagement.

For regular updates, follow
Mall of Africa on social media at
https://www.instagram.com/_themallofafrica/
or visit the mall’s website:
https://mallofafrica.co.za/.

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