Joburg rejuvenated

Joburg’s dynamic Maboneng precinct, housing Arts on Main and Main Street Life, is extending its vision for a unique mixed-use hub in the eastern CBD with the exciting development of five new buildings.

Now celebrated as part of Johannesburg’s cultural landscape, Arts on Main and Main Street Life have helped transform the city centre into a playground of art, design and lifestyle. Founder Jonathan Liebmann and his team are not stopping there.

This year, five new developments will extend the Maboneng precinct, addressing the practicalities of urban lifestyle by providing retail and entertainment venues, office space, networking venues and residential spaces.

THE MAIN CHANGE (cnr Kruger and Main)

Alternative open-plan and private office spaces for small to medium entrepreneurial enterprises. The building will offer a health-food café and inner city spa retreat – Cocoon. Propertuity (the development company responsible for the Maboneng precinct) and the AWETHU foundation have already moved into the Main Change.

FOX STREET STUDIOS (cnr Fox and Kruger)

Four floors of open-plan live/work studios located on “the best corner in Maboneng”. Daffonchio and Associates have booked the first floor, with Work, a community-based furniture design initiative, and Liam Lynch having moved into the building while still under construction, using it is as a work and gallery space.

REVOLUTION HOUSE (cnr Kruger and Main)

A progressive urban space with a mix of retail, residential and work spaces and a rooftop bar boasting brilliant views of the city. The building consists of four floors as well as a basement, featuring a skate park, band rehearsal studios, artist studios, the new Revolution Skate supply warehouse, live-in studios, event spaces and a diner. The residential apartments on the third and fourth floors will be double studios and penthouse units with balconies.

MOAD and the Artisan res (281 Commissioner Street)

The triple-volume old gearbox warehouse will be converted into an events, conference and design space. Adjoining this is the Artisan res which will offer living space as well as workshop space for collaborations of artists and artisans.

OFF THE GRID (Main Street, across from Arts on Main)

This five-storey parking lot will offer safe parking to visitors to the inner city and members of the community. A Maboneng shuttle will operate from this hub as well. Developments at Main Street Life, meanwhile, include the opening of Pata Pata, Chalkboard coffee shop adjoining The Bioscope and a performing arts centre (POPArt) at the back of the old Malva space. 2011 will also see new community and social initiatives in the Maboneng community. Last year saw the beginning of a partnership with the One Creche at a Time initiative which aims to generate resources for and refurbish the physical environments of inner-city creches in order to improve the quality of learning. Other community projects include the lighting of streets, improving security and the commissioning of public artworks.

Q&A Jonathan Liebmann

The Arts on Main and Main Street Life projects have seen more people reclaiming the city centre with new life being breathed into previously derelict spaces. How will the new developments continue to improve on this?

The new Fox Street Studios and The Main Change developments have attracted various new businesses. We thus have more foot traffic during the week, as opposed to having the bulk of people visiting the precinct on the weekends and evenings for primarily leisure and cultural activities.

While still under construction, we’ve already had businesses and individuals move into the buildings – such is the demand for space in the precinct. We are in the process of securing some really interesting retail tenants that will contribute to creating lifestyle spaces within the Maboneng community. The Main Change’s focus on attracting businesses in art, science and innovation has brought a fantastic new energy to the city through young entrepreneurial enterprises.The option of a co-working space has also meant that a range of people, businesses and income groups can make use of this building.

Revolution House has also attracted a completely different market by engaging with members of the skate/art/music community. We have hosted several events under construction, including the City Culture Collective in December and the Urban Art Festival in the beginning of March. In addition, with the overwhelming response to the “Market on Main” at Arts on Main, it is evident that Johannesburgers are really hungry for ways in which to take back and enjoy their city.

How is everything being coordinated and to what extent is the local government involved?

The projects are being coordinated by Propertuity developers, architects Daffonchio and Associates and On The Level project management. Initially there was a lot of skepticism around the project, however after the success of the first two developments, there is daily interest from planners, contractors and suppliers who want to get involved. The local government had originally made a contribution to the landscaping and paving as an extension of the Jewel City upgrade, but no efforts have been made since. It is the developer’s philosophy that, in the absence of government support for infrastructure and improvements between the buildings, the private sector should get involved.

Through the planned developments for 2011, are you hoping that new groups of people will be frequenting the city centre for work or pleasure? If so, who are these groups and how will you be serving them?

Yes. We can attribute a very different and specific community to each of the buildings. With the development of Arts on Main, the focus was very much on creating an arts community, but with subsequent developments, the focus has become more widespread. There has been a strong tourist attraction and interest from both the creative and innovative industries. Essentially a cultural hub had been created through the addition of Main Street Life, and the new developments will now introduce a more diverse range of people. The groups are served by designing and developing buildings that satisfy the niche requirements for those specific communities.

The car park will increase the safety of the city centre. What other measures have been taken to make the area safe for visitors, if any? Has the precinct seen a drop in crime at all?

In the short term, the developers have invested in CCTV cameras (both government and private), biometric access control in the residential developments, 24-hour perimeter security and a precinct patrol. The focus has been to create a secure environment without an overwhelming police presence as is seen in some of Johannesburg’s northern suburbs. The lighting of the streets is also important in that it makes pedestrians and drivers feel safe, and is also a deterrent for criminals. Propertuity has taken a long-term view on these issues. We believe that by engaging with the community, focusing on community upliftment programs and offering opportunities to create an income for and educate lower income groups in surrounding areas (where there are disparities of income), crime can be eradicated.

Development for the Maboneng precinct seems unstoppable. What plans do you have for the future?

Propertuity will continue building the surrounding walkable area in and around the current developments and contributing to the broader inner-city rejuvenation efforts. We will continue to accommodate businesses and individuals looking for alternative urban presence that allows for engagement with the city. We want to allow for a lifestyle that embraces the unique dynamic that has been created in the city over the last two decades.

In terms of plans for new developments, Propertuity will continue to develop in line with people’s needs that are only starting to be realised now. We understand that there is a mystery behind Johannesburg and, like its citizens, we respond to the urban fabric that has become the city. As such, Propertuity will develop buildings that allow Johannesburgers a chance to engage with their city: the next developments will be a reaction to the requirements of the people that will be using them. All we know is that we need to stay in touch with the city’s citizens.