Known and loved for its unparalleled tenant mix, cutting edge marketing and innovative consumer engagement initiatives, Sandton City has taken its marketing to the next level with a new campaign that celebrates the most iconic players in beauty, athleisure and luxury. Titled Next Icons of Style, the campaign celebrates brands in the prestigious shopping centre that are either new to the centre, or have recently revamped or enhanced their product offering, and aims to bring their sparkle closer to its trend-savvy shoppers.

The 8-week Next Icons of Style campaign blends local and international brand stories, innovative communications and in-store offers, to enable shoppers to fall in love with the centre’s iconic brand experiences, while conveying the gravitas of each brand. Combining these three elements provides a triple win for the centre, tenants and consumers. True to Sandton City’s brand promise, every touch point of the campaign has been strategically crafted to deliver an exquisite experience, so as to reflect the centre’s unique selling proposition that many of these offers or brands simply can’t be purchased anywhere else in the country.

The campaign’s digital communications will feature the faces behind the iconic participating brands, showcasing what makes each particular brand unique, and how the Sandton City store specifically incorporates creative flair and innovation, enabling consumers to get to know the brand more deeply. Each brand has a feature period of one week during which shoppers get to be immersed in the participating brand, each providing a unique customer journey.

View Sandy Ralekholela, store manager at ARC here discussing the iconic Sandton City in-store experience here: https://www.instagram.com/reel/C_yFtkEK5AQ/?igsh=MWxlcXR0dzhxcWtxdg==

Participating brands in the beauty category of the campaign include NARS and ARC. In the athleisure category, Burnt, New Balance, Puma, The North Face, and Under Armour Icon Brand House are being featured, while IWC, Bally, Maxhosa and TSHEPO are being showcased in the luxury category.

View Marco Louis, the resident senior artist at NARS cosmetics, sharing what makes the brand iconic here: https://www.instagram.com/reel/C_mt5NEKjPV/?igsh=NjBodnB1ZTBkOGgx

Additional to the above the line advertising, digital communications, PR and promotional layer of activities, The Next Icons of Style campaign will be amplified by Sandton City’s handpicked “friends of the brand” content creators on social media. Each influencer has been paired with a category, to create unique, authentic content that resonates with follows in an engaging way.

“After considerable planning and preparation, we are thrilled to launch the Next Icons of Style campaign, showcasing the brilliance and innovation of our centre’s brands,” said Sandton City’s General Manager and Asset Management Executive, Dimitri Kokinos. “This initiative reflects Sandton City’s commitment to offering a distinct, world-class retail experience, where every visit reveals something extraordinary. We can’t wait to bring our style-conscious shoppers closer to the icons of fashion, beauty, and athleisure, all within our halls,” he concluded.

For more information and regular updates go to www.sandtoncity.com or follow the centre on social media @SandtonCitymall.