Liberty Two Degrees Sets New Benchmarks In Retail Property Marketing As South African Malls Evolve Into Experience-Led Destinations

As retail dynamics shift globally and locally, the retail property business line of Standard Bank Group (L2D), is reaffirming the role of malls as community hubs and lifestyle destinations. Amid constrained consumer spending and a growing demand for meaningful interactions, the iconic malls within the portfolio continue to attract and inspire visitors through award-winning, purpose-driven campaigns.

The centres secured 35 awards at the South African Council of Shopping Centres (SACSC) Footprint Marketing Awards, recognising excellence in shopping centre marketing and innovation. On the international stage, Sandton City, Eastgate Shopping Centre, and Liberty Promenade were celebrated at the Solal Marketing Awards in Warsaw, Poland. Known as “reassuringly difficult to win,” the Solal Awards honour global excellence across retail and destination sectors.

Jonathan Sinden, the Chief Commercial and Operations Officer, explains “South African consumers are becoming more deliberate in how they spend their time and money, favouring brands and spaces that reflect purpose, creativity and connection. Our focus is on delivering experiences that resonate through technology, storytelling, or community impact. These awards validate that strategy.”

“Ongoing investment in festive activations that drive foot traffic while creating memorable moments, alongside upgrades at Sandton City such as optimised restrooms, enhanced childcare facilities, and improved accessibility. “We want every aspect of the customer journey to be elevated,” adds Sinden.

Award-Winning Campaigns – Local Roots, Global Impact

At the Solal Awards, Liberty Promenade received gold in the CSI category for Unmasking Strength, a superhero-themed campaign promoting youth mental health and empowerment in Mitchells Plain.

Sandton City was recognised in three categories:

· Future Icons by AI, a fashion campaign using generative AI to reimagine iconic pieces,

· City of Icons, celebrating refreshed retail spaces and standout tenant brands,

· Momo’s Magical Adventure, a theatrical family experience encouraging cultural inclusion, generosity, and imagination in partnership with Standard Bank Private.

All three campaigns won silver, underscoring Sandton City’s ability to merge creativity with long-term brand value.

Eastgate Shopping Centre also received silver for its See You at Eastgate campaign, which used digital experiences to build engagement and consistent foot traffic. Eastgate was additionally honoured at the ICSC Visual Victories Awards in Las Vegas for its Ackermans Character Shop campaign and was voted Best Shopping Centre in the Best of Ekurhuleni Readers’ Choice Awards 2023.

Understanding the Evolving Mall Experience

L2D’s success reflects its grasp of the evolving retail landscape. Its campaigns emphasise authentic storytelling, cultural relevance, and innovation, whether through digital technology, live performances, or social impact themes.

“What connects our campaigns is a shared commitment to relevance and innovation. Each initiative reflects our purpose: to create experiential spaces that benefit communities for generations.” says Sinden.

This approach highlights the value of non-traditional marketing that aligns commercial outcomes with community needs, critical in a climate where discretionary spending is under pressure and mall visits are increasingly deliberate.

Reimagining the Retail Property Sector

As the sector adapts, L2D is setting benchmarks for how marketing innovation and precinct-focused investment can redefine retail’s role. “The strength of our campaigns lies in their creativity and their alignment with what today’s consumers value – meaningful, immersive, and relevant experiences. These accolades are not just milestones, they mark a broader shift in what the retail experience can and should be,” Sinden concludes.