Liberty Two Degrees (L2D), part of the Standard Bank Group, is reshaping the role of South African malls—transforming them into vibrant community and lifestyle destinations that go far beyond traditional retail.
In an environment of shifting consumer needs and tighter spending, L2D’s innovative, award-winning campaigns demonstrate how commercial spaces can be leveraged for shared value and social impact. Through a strong focus on creative storytelling, cultural relevance, and community-based activation, L2D is leading the way in ESG-aligned retail innovation.
L2D’s portfolio of iconic malls—including Sandton City, Eastgate Shopping Centre, and Liberty Promenade—recently earned a combined 35 accolades at the SACSC Footprint Marketing Awards. They were also recognised on the global stage at the Solal Marketing Awards in Warsaw, Poland—highlighting how local initiatives are setting international benchmarks for excellence in marketing, purpose, and experience.
Marketing with Meaning
The campaigns celebrated go beyond advertising—they are interventions that inspire, uplift, and connect. Liberty Promenade’s gold-winning “Unmasking Strength” campaign addressed mental health and youth empowerment through a superhero-themed initiative for students in Mitchells Plain.
Sandton City secured three silver Solal Awards for campaigns like:
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Future Icons by AI – a fashion-meets-technology experience using generative AI,
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City of Icons – celebrating standout tenants and reimagined retail spaces,
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Momo’s Magical Adventure – a family experience built around creativity, inclusion, and collaboration with Standard Bank Private.
Eastgate Shopping Centre also won silver for its See You at Eastgate campaign, which boosted foot traffic and community engagement through digital storytelling. It has also earned international recognition in Las Vegas and local acclaim as Ekurhuleni’s Best Shopping Centre.
Spaces That Serve and Inspire
L2D’s broader strategy aligns with global ESG priorities, placing environmental stewardship, community building, and innovation at the core of its retail vision. The company’s five strategic “building blocks”—Good Spaces, Smart Spaces, Interactive Spaces, Thriving Spaces, and Safe Spaces—form a framework for delivering not only value for tenants but positive experiences for society.
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Good Spaces targets environmental responsibility, with a net-zero goal by 2030.
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Smart Spaces integrates tech to enhance shopper and tenant engagement.
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Interactive Spaces promote idea exchange and cultural expression.
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Thriving Spaces focus on ethical leasing and tenant well-being.
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Safe Spaces ensure security, having achieved international safety certification.
Driving Real Impact
“We’re delivering experiences that resonate—whether through tech, storytelling, or social impact,” says L2D COO Jonathan Sinden. “These awards show that marketing can be a driver of purpose, not just profit.”
From mental health awareness in Mitchells Plain to immersive digital installations in Sandton, L2D is using the power of place to deliver meaningful, memorable, and measurable change. As malls evolve globally, L2D’s model offers a blueprint for how retail spaces can foster connection, wellbeing, and long-term community value.
