Hyde Park Corner Mall in Johannesburg

Luxury shopping, artful meals and jeans with a history – an irresistible combination

by Julia Pott (exclusively for EuroShop.mag)

With a nod to the British Empire, Johannesburg’s Hyde Park neighborhood is named after the prestigious Hyde Park district of London. Its Hyde Park Corner shopping center embraces this prestige and sense of exclusivity, delighting a discerning, affluent audience.

In addition to a broad mix of shopping options, it also includes exciting food concepts, art exhibitions and, for example, a luxury branch of a cinema chain.

As part of the global tour in preparation for EuroShop 2023, Elke Moebius, Director EuroShop/EuroCIS, traveled to South Africa and visited inspiring retail concepts.

This distinct retailing center has become a standard for fashion-conscious boutique shopping since its founding in 1969 – indeed, South Africa’s first integrated mall. The recent opening of Cortina Fashion Court at Hyde Park Corner now presents a flair for excitement with an excellent mix of exclusive international fashion icons, according to the store management. // © Messe Düsseldorf/Moebius

The works of various South African artists are displayed in the mall, including these sculptures. // © Messe Düsseldorf/Moebius

The mall also hosts the annual Rotary International Art Fair. // © Messe Düsseldorf/Moebius

The self-description on the mall’s website matches this: Hyde Park Corner is a center for discerning shoppers and houses more luxury brands than any other shopping location in Africa, according to the center’s management. // © Messe Düsseldorf/Moebius

For the exclusive taste, visually and gastronomically

Like any self-respecting shopping center, the gastronomic offer is not neglected.

An example of this is the very popular café Le Parc by tashas. The design of the flagship café of the tashas chain creates a light, airy and yet elegant atmosphere in which it is easy to linger. // © Messe Düsseldorf/Moebius

In addition to many beautiful details and a successful overall ambience, the Art Nouveau glass art under the ceiling is a special highlight. // © Messe Düsseldorf/Moebius

One description of the city guide ‘In Your Pocket’ even goes so far as to hold founder, Natasha Sideris, responsible for a change in the eating habits of Johannesburg citizens – and for the better: Until now, it says, for Johannesburgers, salad had been served at most as a garnish for dishes. // © Messe Düsseldorf/Moebius

The authenticity of denim

Another special feature is the store and the history of Tshepo Jeans.

South African designer Tshepo Mohlala specializes in denim. With his brand, Tshepo is committed not only to the advancement of denim and jeans fashion, but also to the promotion of Africanism and localism. // © Messe Düsseldorf/Moebius

As soon as you enter the store, it’s clear that this store has a character to experience. // © Messe Düsseldorf/Moebius

An interesting, modern store design offers plenty of opportunity to marvel. // © Messe Düsseldorf/Moebius

One wall explains the principles: “Our decision to specialize in denim is due to its distinctly nostalgic character and its ability to tell stories. It’s not just stories, it’s the truth. Your jeans tell the story about you”, is explained on Tshepo’s homepage. // © Messe Düsseldorf/Moebius

And through his brand, Tshepo (here with Elke Moebius) also tells his own story. The logo, a three-pronged crown, represents the three women who made him the man he is today, Tshepo says on his website: “My mother, Masesi Mamba, who taught me how to hustle. My grandmother, an Apostle and masterful storyteller, whose words ‘Tshepo, you’re a gentleman and should always look like one’ echo in my head as I get dressed every morning. Then there is trendy aunt, Takalani, the first person to graduate in our neighborhood. She would visit us in Tsakane dressed head-to-toe in denim”. // © Messe Düsseldorf/Moebius