Vodacom's new OnPoint Mobile store has opened
in Braamfontein. Developed in partnership with South Point,
Braamfontein's largest property owner and developer and home to more than
6 000 students, the new space delivers exciting retail design and curated
consumer experiences to Africa's largest academic district.
Not
only is the store a space where students and young people can access the full
suite of Vodacom products, but it is also intended to be a space where
customers can learn, be creative, and get connected. This next-generation store
features a grandstand with bespoke graffiti as a backdrop. Desks will be
scattered around the store so that it can serve as a space where students can
hang out, work, study, and get a coffee. There is also a central podium where
talks can be held, unplugged musicians can perform, or where specials can be
displayed. Customers can visit Original Equipment Manufacturers displays at the
store entrance where they will have the chance to test out and compare the
latest products.
Oyisa
Besman, Managing Executive, Vodacom Gauteng Region 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 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."
The
retail and experience space was designed by leading retail design firm
BrandDNA. Adrian Whines, CEO of BrandDNA explains, "The store is particularly exciting for us as our office is based
in Braamfontein. We are passionate about any project that will see the
rejuvenation and success of the inner city. Now, "Braam" will
continue to enjoy upliftment, thanks to South Point and Vodacom. The success in
"Braam" lies in the appeal to the youth, and the store is another
example of what the neighbourhood offers the students.”
The
new store also aligns with Vodacom''s youth proposition, called Vodacom NXT
LVL, which targets consumers under the age of 25. Vodacom NXT LVL focuses on
giving young people access to affordable connectivity, empowering them with the
skills they need to succeed in their future careers and provides them with the
tools and technologies they need to realise 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.”
By: Kanto Okanta
