Mall of Africa Marks 10 Years With Major Birthday Celebration

Johannesburg’s Mall of Africa is celebrating a decade as one of South Africa’s most recognisable retail destinations, marking its tenth anniversary with a large-scale public installation, exclusive shopping offers and live entertainment.

Since opening in 2016, the centre has grown into one of the country’s most influential shopping and lifestyle hubs, known for its scale, brand mix and role within the Waterfall City precinct.

Over the years, it has earned local and international recognition for retail innovation, design and shopper experience, including multiple wins as one of South Africa’s coolest malls.

To mark the milestone, Mall of Africa is launching a multi-layered campaign themed A Decade of Culture, celebrating the people, brands and experiences that have shaped the centre over the past ten years.

At the heart of the campaign is a large thread-based installation launching in Crystal Court on 24 April 2026. Stores across the mall will contribute coloured threads representing fashion, food and entertainment, gradually creating a collaborative artwork that symbolises connection, creativity and community.

Shoppers will also be invited to add their own threads, allowing visitors to leave a personal mark on the installation.

Alongside the artwork, an interactive timeline will take visitors through key moments from the mall’s ten-year journey.

From 24 April to 1 May, shoppers can engage with the installation and enter a QR code competition for a chance to win R10,000.

“Reaching our first decade milestone is a really special moment for us,” says Yasmeen Lorgat, General Manager of Mall of Africa.

“This celebration is not only about celebrating Mall of Africa as a destination, but also the people who have shaped it along the way and we can’t wait to host shoppers as part of this celebration.”

The celebrations will also include 10 Days of WOW Deals, featuring exclusive offers from participating retailers. Daily deals will be revealed via the mall’s social media platforms.

The campaign builds towards a birthday event on Tuesday, 28 April, where shoppers can enjoy live entertainment from Mi Casa, giveaways and curated experiences across the centre.

Five lucky shoppers who engage with the mall’s social media channels will stand a chance to meet the group with their partners, while the first 500 visitors on the day will receive curated goody bags.

Limited-edition Mall of Africa merchandise will also launch on 28 April and will be available from the Thread Installation and Concierge Desk.

Throughout the campaign, shoppers can take part in interactive competitions, including a scan-and-win promotion with one winner set to walk away with R10,000.

Entries close on 1 May, with the winner to be announced on 4 May.