Last month, Liberty Two Degrees (L2D) launched its #CreateTomorrow campaign across its retail portfolio, which includes Sandton City, Nelson Mandela Square, Eastgate Shopping Centre, Liberty Midlands Mall and Liberty Promenade.
The campaign is geared by shopping centre co-owners, who have committed to donating 50% of all shopping centre parking revenue to the OnePeople Fund, an initiative which provides food to vulnerable communities countrywide.
“#CreateTomorrow is focused on rebuilding, recreating and forging a new economy while uplifting communities in need. From providing small business with a platform to trade to pay it forward to those most vulnerable, how we rebound is in our hands,” explained Amelia Beattie, chief executive of L2D.
“Taking a look at the way life has changed during these unprecedented times and knowing that retail is being greatly affected, we wanted to instil a sense of community and upliftment by collaborating with our shoppers and tenants to #CreateTomorrow and rewrite our objectives,” said Beattie.
Furthermore, each shopping centre has also embarked on individual impact initiatives within their respective regions. Sandton City has partnered with the Rays of Hope to provide work for unemployed members of the Alexandra community. It has also partnered with SA Fashion Week to sell designer masks where proceeds go to seamstresses, pattern-makers, designers and fashion students impacted by the Covid-19 pandemic.
Eastgate Shopping Centre, in collaboration with its Farm District, has launched the ‘buy one, donate one’ fresh produce box project. For every mixed box of fresh produce bought, one is donated to the centre’s local soup kitchen.
“We are excited about all of them, as all are focused on upliftment and align to our Inclusive Spaces building block which aims to create a feeling of ownership among our communities through sharing social values and promoting health, happiness and well-being,” added Beattie, ”
L2D’s five building blocks that guide the organisation’s thinking are:
Smart Spaces – Creating smart environments that integrate technology to enhance customer and tenant experience.
Immersive Spaces – Creating lively human-centric spaces that bring together customers and experiences to create memorable stories.
Inclusive Spaces – Creating a feeling of common ownership through sharing of social values and promoting happiness, health and wellbeing.
On-demand Spaces – Reimagining the physical network.
Good Spaces – Embracing an agile operating model.