Mall of Africa has gained international recognition by winning a Visual Victory Award at the International Council of Shopping Centres (ICSC) Global Marketing Awards held in Las Vegas last week. The award honors outstanding retail visual merchandising, specifically for the Most Creative In-Line Pop-Up Store Design related to the Sook x Tyla activation in partnership with Spotify Africa and Sony Music Africa.
The event took place in April and attracted thousands of fans eager to engage with South African music star Tyla. Attendees queued to purchase exclusive merchandise and immerse themselves in the vibrant, nostalgic atmosphere crafted to reflect Tyla’s artistic world.
The Sook space at Mall of Africa underwent a complete transformation for the pop-up, featuring tie-dye hoarding, classic telephone handsets, vinyl record displays, and digital screens showcasing Tyla’s music videos. Cropped tees with her image served as part décor, while plush toy tigers, a symbol for her fanbase known as Tygas, added a playful touch. A live DJ created an intimate setting by playing tracks from her hit debut album, enhancing the retail experience into something memorable and engaging.
This activation showcased innovative approaches to retail, demonstrating how adaptable infrastructure combined with creative vision can deliver impactful experiences connecting both online and offline. The ‘plug-and-play’ model of Sook allows brands to customize their spaces without traditional setup costs or delays. Modular furniture and digital signage enabled Spotify and Sony Music Africa to execute their high-impact activation effectively.
Yasmeen Lorgat, general manager at Mall of Africa, expressed pride in the achievement, stating, “This award is a proud moment for Mall of Africa and for South Africa. The Sook x Tyla collaboration exemplifies the creative possibilities when global talent meets innovative retail.” She added that the initiative underscores the mall’s commitment to enhancing customer experiences through unique partnerships.
The success of this activation emphasizes Mall of Africa’s dedication to redefining brand engagement in shopping centers, catering to both established brands and emerging talents.
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