Africa’s Most Enviable Address.
Hallmark House on Joburg’s Eastern CBD ushers in a new era of luxury urban living and a new future for the city.
Ten years ago, when the first seeds of urban renewal on the eastern side of the Johannesburg CBD were planted with the creation of Arts on Main, it wasn’t clear that the five industrial sheds would explode into the phenomenon that is the Maboneng Precinct. Its developers, Propertuity, now own more than 50 buildings in the area and Maboneng is studied worldwide as an example of urban regeneration.
Part of the genius of the precinct is that it combined its strategy of art-driven urban transformation with mixed-use development. This resulted in people actually living there, giving life to the streets, bars, shops and restaurants all week long, rather than merely making it an events-driven weekend destination.
Maboneng’s renewal hinged on young creatives driving a new urban future. Ten years later, Maboneng is home to a multimillion-rand development positioned as “the most desirable lifestyle space on the African continent”.
Hallmark House opened earlier this year: a new state-of-the-art building and hotel with 24-hour manned security, secure parking, high-speed internet over fibre optics, art installations throughout all spaces, a gym and, of course, instant access to all the excitement of the area. The hotel has 46 apartments on two storeys and also runs a concierge service for the residents’ apartments. There are two restaurants – one on the ground floor and another on the rooftop.
The interiors for the Hallmark House show apartments were designed by Malica Design, reflecting the lines and silhouettes of the surrounding urban metropolis and creating an African aesthetic with an overall minimalist feel.
It has been designed to rival apartments in similar neighbourhoods around the world. It is spacious and minimalist with interior-exterior layouts that frame the surrounding cityscape and iconic Joburg skyline.
These are not gritty lofts designed to be accessible to arty kids, but, as Jonathan Liebmann, CEO of Propertuity, says: “Hallmark House will become the most iconic building in the Propertuity Portfolio.” The arrival of the 66-metre-high landmark, one of the two largest buildings on the east side of Johannesburg CBD, marks a tipping point in the area from an exciting and vibrant node of change to an entirely new kind of luxury, urban lifestyle.
“The rate at which Maboneng Precinct has developed since 2008 is solid proof that there’s a thirst for more world-class regeneration of residential, retail and commercial space in Johannesburg’s CBD,” says Jonathan. “Hallmark House will be meeting that need and more.”
Hallmark House is more than just a luxury building. It is an architectural landmark designed, as its architect says, “to contribute to the ongoing regeneration and transformation of Johannesburg’s CBD”.