Sat Jun 21 06:40:00 UTC 2025: **Mall of Africa Wins International Award for Innovative Tyla Pop-Up Shop**
**Johannesburg, South Africa** – Mall of Africa has been recognized on a global stage, receiving a prestigious Visual Victory Award from the International Council of Shopping Centres (ICSC) in Las Vegas. The award celebrates the mall’s exceptional retail visual merchandising, specifically for the “Most Creative In-Line Pop-Up Store Design” of the Sook x Tyla activation, a collaboration with Spotify Africa and Sony Music Africa.
The pop-up event, held in April, drew massive crowds of fans eager to connect with South African music star Tyla. The Sook space within the mall was transformed into a vibrant representation of Tyla’s artistic universe, featuring tie-dye decor, vintage phone handsets, vinyl displays, and digital screens showcasing her music videos. Exclusive merchandise was available, and a live DJ played tracks from Tyla’s debut album, creating an immersive and engaging fan experience.
The success of the activation is a testament to the adaptability of Sook’s “plug-and-play” retail model, allowing brands and artists to create customized spaces quickly and efficiently. According to Yasmeen Lorgat, General Manager at Mall of Africa, the award is a “proud moment” for both the mall and South Africa. “The Sook x Tyla collaboration was a dynamic expression of what’s possible when global talent meets innovative retail,” she said.
The award underscores Mall of Africa’s commitment to pushing boundaries in customer experience through innovative partnerships. As the first of its kind in Africa, Sook Mall of Africa provides flexible retail spaces for established brands and emerging artists alike, demonstrating the vital role shopping centers can play in modern brand engagement.
First Piper 