Hair is heritage. It’s personal. It’s cultural.
While most South Africans celebrate National Braai Day as part of Heritage Month, super‑regional Mall of Africa chose to differentiate itself by focusing on identity and self‑expression through HAIR‑itage: an immersive pop‑up salon experience featuring styling bars, a hair masterclass, and a panel discussion.
The campaign transformed hair into a celebration of identity, connection, and commerce, and contributed to year‑on‑year increases in tenant turnover, spend per head, and social engagement.
