B R I G H T WA T E R
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Green vision AND SHOPPING OASIS
Brightwater Commons in Randburg is now one of South Africa’s better-known shopping, restaurant and entertainment centres. But ten years ago, as the Randburg Waterfront it had a very different reputation as Colin Chinery reports.
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Brightwater Commons FEATURE
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rightwater Commons is Randburg Waterfront re-born, planned and built in the conviction – uplifting hardly less than radical - that a modern urban shopping centre can have a ‘Green’ character and a family-friendly heart. And each month 600,000 people head there, proving that an ideal can deliver commercial success. Located in the middle and upper income community 14 km from Johannesburg city centre, the reincarnation could hardly be at greater variance to the original; a R80 million refurbishment with soft landscaping, paved walkways, a village green and a redesigned watercourse. Owned by Fountainhead Property Trust -formerly Grayprop - the result is a distinctly new environmental and urban experience; a transformation from a stark harbour and warehouse development into a welcoming small town streetscape. And one ideal for a family outing; dinner with friends, shopping in a tranquil environment, and children enjoying the numerous activities and play parks. There are cinemas and a nightfall spectacular - liquid fireworks created by the musical fountains, 30m high and all choreographed to music.
But the original Randburg Waterfront began with high expectations and public acclaim. Built in 1996 following the success of South Africa’s most visited destination, Cape Town’s Victoria & Alfred Waterfront, it consisted of a large oval of shops and restaurants, surrounding a lake in a natural depression in President Ridge and fed by the Jukskei River. Popular with teenagers and families it offered live bands, African dancers, and a cinema complex, all combined with a wide choice of restaurants and flea market stalls. “It was a very vibey place, very young, lots of pubs. We used to come on a Friday evening, have a few drinks and socialise with our mates” recalls Brightwaters’ 42 year old Operations Manager, Gary Kenning. But by the year 2000 its reputation and popularity declined, shop space stood empty and there was a creeping shabbiness. If the Waterfront was to be saved, a massive transformation had become urgent. While stopping short of the alien spirit of what came to be called the architectural ‘New Brutalism’, the original Waterfront’s visual attraction was never equal to its commercial ambitions and early success. The abstract nature of ‘New Brutalism’ had produced a style unfriendly and
Ideal for a family outing; dinner with friends, shopping in a tranquil environment
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Brightwater Commons FEATURE
uncommunicative rather than welcoming, integrating and protective. A building of rock and steel is good. It is solid. But rock without soul is just rock. So exit ‘New Brutalism’ and the old Waterfront: enter ‘New Urbanism’ and Brightwater Commons. The centre point lake was filled in, a river system brought through the centre, and instead of encountering the cold glass and steel of a typical shopping complex, visiting the new Randburg Waterfront is like stepping into a peaceful small town. Micha’el Frame and Mark Young, joint venture architects and environmental designers for the refurbishment of the Randburg Waterfront, based much of their design around the concept of New Urbanism, a philosophy that says architecture should be seen in the context of the social structure it is designed for. Whereas true urbanism handles 4
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society at large, new urbanism in the context of something like The Brightwater Commons, appeals to the community. So…a place to escape from the bustle and shove of city life, an oasis where the shopper and visitor can relax and enjoy a leisurely shopping experience surrounded by trees, water and sunlight. Brightwater Commons is drawing from a large catchment area; 50kms and as far away as Pretoria. There are currently 131 occupied outlets, with Pick ‘n Pay the flagship store. Two major tenants came in during last quarters of 2009, Woolworths and Virgin Action Gym - “Good draw cards,” says Kenning. Vacancies are running at around 10%. With over 350 stalls, the flea market is a popular trove of trinkets and hidden delights. “Brightwaters’ pretty unique, and there’s nowhere within the greater Joburg area. We have a nine year old daughter, and whenever there’s a function here we come with friends, families, and everyone loves it.” Frame and Young designed Brightwater for what Frame called “a sense of wellbeing and…an enabling framework for spontaneous social interaction. “By virtue of the fact that you will be encircled by trees and breezes, water and sunlight, we have the ability to affect the psyche and encourage a positive sentiment from the moment you walk through the gates.” Unsurprisingly Brightwater is seriously ‘Green.’ The Brightwater Commons’ Carbon Offsetting Program is a recent launch, and the recycling of bottles, plastic and other waste both from the complex and the residential neighborhood,well established. In two months almost 50 000kg’s of waste was deposited at Brightwater for recycling. “This campaign shows that South Africans are becoming more conscious of their responsibility towards combating the destruction of our natural heritage and we believe that even though our ‘The Green solution to your lifestyle blues’ promotion is
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over the community will continue to deposit 75 25 their waste at Brightwater in the future,”75 says the centre’s marketing manager 5 25 Francois du Buisson. 25 0 Water self-sufficient too. Brightwater uses 5 about 100,000,000 litres of water annually 5and 0 by installing a water reticulation and storage 0 system to harness run off and rain water back into the irrigation system, substantial savings are benefiting both the environment and the centre’s bottom line. 95
Six hundred thousand visitors a month are saying the Brightwater feeling is ‘Just Right’ And Brightwater’s Green Campaign has recently won two major South African Council of Shopping Centre Awards. - the Footprint Awards for outstanding and highly effective retail marketing initiatives, and the Spectrum Awards, seen as the ‘Oscars’ of the South African retail industry. Celebrated are achievements in innovation, creativity, vision and excellence across all disciplines and sectors within the retail industry. Only four Spectrum Awards are presented, with one for marketing excellence. And this was scooped by the Brightwater Commons100 ‘Going Green Campaign’ – given the volume 95 of entries from across South Africa, a 100 100 75 remarkable achievement. 95 Back at the birth of Brightwater Commons 95 Mark Young said, “If we have done our job 75 75 25 well, shoppers will not only visit for the 5 attractions but will confirm that it is a retail 25 environment that just feels right.” 25 0 5 Scroll forward and six hundred thousand 5 visitors a month are saying the Brightwater 0 0 feeling is ‘Just Right’.
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P.O. Box 23073, Republic Rd, Randburg 2125 Tel: +27 11 789 5052 Fax: +27 11 789 5033 Email: info@brightwatercommons.co.za
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