Vodacom and South Point Collaborate to Introduce a Fresh, Youth-Centric Store in Braamfontein
In Braamfontein, Vodacom’s new OnPoint Mobile store has opened. The new space, created in collaboration with South Point, Braamfontein’s largest property owner and developer and home to over 6 000 students, brings exciting retail design and curated consumer experiences to Africa’s largest academic district.
The store is intended to be a space where customers can learn, be creative, and connect, as well as a space where students and young people can access the full suite of Vodacom products. This cutting-edge store includes a grandstand with custom graffiti as a backdrop. Desks will be placed throughout the store so that students can hang out, work, study, and get a cup of coffee. There is also a central podium where discussions can take place, unplugged musicians can perform, and specials can be displayed. Customers can test out and compare the latest products by visiting the Original Equipment Manufacturers displays at the store entrance.
Vodacom Gauteng Region Managing Executive, Oyisa Besman, commented: “As Vodacom, we are always looking for new opportunities to engage with and speak to the youth market. Today, as much as 60% of Africa”s population is under the age of 25. By 2030, young Africans are expected to constitute 42% of global youth. As a brand, we need to come up with ways to speak to this market and to support them because they are the future. Our OnPoint mobile store is one way we are trying to do just that.”
Ndumiso Davidson, South Point CEO says, “The new OnPoint Mobile space delivers exciting world-class retail design and curated consumer experiences to the heart of Braamfontein, Africa”s largest academic district. It”s also no secret that “Braam” is celebrated as a neighbourhood – and rightfully so – where forward-thinking brands flex their creative muscles as they develop innovative new ways to engage the powerful youth market.”
BrandDNA, a leading retail design firm, created the retail and experience space. According to Adrian Whines, CEO of BrandDNA, “The store is especially exciting for us because our office is in Braamfontein.” We are enthusiastic about any project that will result in the revitalization and success of the inner city. Thanks to South Point and Vodacom, “Braam” will now continue to grow. The appeal of “Braam” to the youth is central to its success, and the store is yet another example of what the neighborhood has to offer students.
The new store also complements Vodacom’s youth proposition, Vodacom NXT LVL, which is aimed at consumers under the age of 25. Vodacom NXT LVL focuses on providing young people with affordable connectivity, equipping them with the skills they need to succeed in their future careers, and equipping them with the tools and technologies they require to realize a better future.
“Our goal is for the OnPoint store to serve as a space where students can access critical digital tools and resources,” concluded Besman. “And in doing so, the hope is that Vodacom can offer our youth customers the support they need to transform their lives for the better. “
