Page 15 - Waterfall City MayJune Issue 2026

As Mall of Africa celebrated a decade of growth and
connection, the birthday campaign reflected its strategic
focus on creating meaningful, memorable experiences.

“Reaching our first decade milestone is a really special
moment for us,” says Yasmeen Lorgat, General Manager
of Mall of Africa. “This celebration was not only about
celebrating Mall of Africa as a destination, but also
celebrating the people who have shaped it along the way.”

Moments of celebration and retail excitement
Adding to the energy was the 10 Days of WOW Deals retail
drive, where shoppers took advantage of exclusive offers
from participating stores, with daily deals revealed on the
mall’s social media platforms.

The celebration built up to a special birthday event held
on Tuesday, 28 April, where the centre came alive with
across the mall each added their own coloured threads, entertainment from Mi Casa, alongside giveaways and
representing fashion, food and entertainment, gradually curated experiences for shoppers. Five lucky shoppers
bringing this unique large-scale artwork to life. who engaged with the mall’s social media platforms won
a chance to meet the group in person. And, the first 500
Shoppers were invited to take part in the creation of this people who arrived at the mall received goody bags, adding
piece too, adding their own threads and leaving a personal a special touch to the milestone moment.
mark on the living installation that celebrated connection,
creativity and community. The artwork stood as a visual The birthday celebration also saw the launch of exclusive,
expression of the many stories that have come together in limited-edition Mall of Africa merchandise that is
Mall of Africa over the past decade. currently available to purchase from the Concierge Desk,
giving shoppers the opportunity to take a piece of the
An interactive timeline guided shoppers through the mall’s celebration home.
journey, offering a moment to reflect on the special role that
Mall of Africa plays in their lives. During the mall’s birthday For regular updates on Mall of Africa, its stores
week, shoppers were able to engage with the installation and activations, follow the mall on social media at
and enter a competition via QR code, with the chance to win https://www.instagram.com/themallofafrica/ or visit
R10,000. the mall’s website: https://mallofafrica.co.za/.

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