Jonathan Sinden
L2D
Chief Operations Officer
As retail dynamics shift globally and locally, Liberty Two Degrees (L2D), a precinct focused retail centred portfolio and the property business line of the Standard Bank Group, is reaffirming the value of retail property, not just as commercial infrastructure but as multifaceted strategies for creating vibrant community hubs and lifestyle destinations. Amidst constrained consumer spending and a heightened demand for meaningful interactions, L2D’s portfolio of iconic South African malls continues to attract, engage and inspire visitors through award-winning, purpose-driven campaigns.
L2D’s retail centres collectively secured 35 awards at the South African Council of Shopping Centres (SACSC) Footprint Marketing Awards, which honour excellence in shopping centre marketing and innovation. Recently, L2D’s marketing efforts were recognised on the international stage at the Solal Marketing Awards held in Warsaw, Poland. The Solal Awards recognise global excellence in marketing within the retail, leisure and destination sectors and are judged by leading experts. The Solal Awards have a reputation of being “reassuringly difficult to win”. Sandton City, Eastgate Shopping Centre, and Liberty Promenade were each recognised for their pioneering campaigns.
Jonathan Sinden, Chief Operations Officer of L2D says “South African consumers are becoming more deliberate in how they spend their time and money, favouring brands and spaces that reflect purpose, creativity and connection. As a business, we’re focused on delivering experiences that resonate whether through technology, storytelling, or community impact. These include new and refurbished stores, as well as the inclusion of state-of-the-art digital screens in retail stores. Retailers are investing in their stores within our malls, to stay relevant in this dynamic environment. These awards validate that strategy.
“We continue to invest in festive season activations that not only boost foot traffic but also create memorable experiences and elevate the overall shopping journey. At Sandton City, we are further enhancing the customer experience through the upgrade and optimisation of our restrooms and ablution facilities, focusing on improved hygiene, comfort, accessibility, and water efficiency. In line with our commitment to family-friendly shopping, we are also upgrading our childcare facilities to better support the needs of families visiting our mall”, adds Sinden.
Award-Winning Campaigns – Local Roots, Global Impact
At the recent Solal Awards, Liberty Promenade, located in Mitchells Plain, was awarded gold in the CSI category for its Unmasking Strength campaign, a mental health initiative aimed at students within the community. Framed around a superhero narrative, the campaign tackled emotional wellbeing while fostering youth empowerment.
Sandton City was recognised across three campaign categories:
Future Icons by AI – a forward-looking fashion campaign using generative AI, inviting shoppers to explore how fashion could evolve through technology, generating AI-driven interpretations of iconic fashion pieces, City of Icons campaign which celebrates refreshed retail spaces and standout tenant brands, Momo’s Magical Adventure which is a theatrical family experience, promoting arts and crafts, generosity, cultural inclusion and imagination. The campaign is in collaboration with Standard Bank Private.
Each of these nominations received silver awards, highlighting Sandton City’s ability to merge tactical execution with long-term brand equity.
Eastgate Shopping Centre earned a silver award for its See You at Eastgatecampaign, which focused on building community engagement and drawing consistent foot traffic through creative digital experiences. Eastgate was also recently honoured at the ICSC Visual Victories Awards in Las Vegas for itsAckermans Character Shop campaign and was voted the Best Shopping Centre in the Best of Ekurhuleni Readers’ Choice Awards in 2023.
Understanding the Evolving Mall Experience
L2D’s continued marketing success is reflective of its understanding of the everchanging needs of the industry and of customers. Within this context, L2D has placed a strategic focus on creating emotionally resonant, purpose-led activations, reflecting not only evolving consumer expectations, but a deep understanding of local community needs.
“What connects our diverse campaigns is a shared commitment to authentic storytelling, cultural relevance, and innovative delivery. Whether using emerging technology, live performance, or social impact themes, each initiative reflects L2D’s broader purpose, to continue to create experiential spaces to benefit generations”.
These awards also affirm the value of investing in non-traditional retail marketing approaches, those that align commercial goals with community and brand purpose. This is particularly critical in an environment where discretionary spending is under pressure and where mall visits are often driven by deliberate consumer choice rather than habit.
Reimagining the Retail Property Sector
As the retail property sector continues to adapt, L2D’s performance serves as an important benchmark of how marketing innovation, customer insights and focus, as well as a precinct-focused investment can redefine the role of physical retail spaces.
“The strength of our recent campaigns lies not only in their creativity, but in their strategic alignment with what today’s consumers value, which is meaningful, immersive, and relevant experiences. We aim to continue to shape vibrant, high-performing precincts that evolve with the times, while retaining cultural and commercial relevance. These latest accolades are not just milestones, they are markers of a broader shift in what the retail experience can and should be”, Sinden concludes.