Redefine’s Innovation Challenge shines

JSE-listed diversified real estate investment trust Redefine Properties’ Innovation Challenge was an honouree in the CSI category at the recently concluded International Council of Shopping Centers’ Solal Marketing Awards 2019 in London. The awards showcase the very best of retail marketing across Europe and South Africa, recognising best practice, and rewarding the most effective campaigns in the industry.

The Innovation Challenge which was launched at Maponya Mall in Soweto was the only South African campaign honoured this year. The Solal Awards are recognised as a benchmark of quality throughout the industry and in 2019 welcomed 164 entries from 22 different countries.

Launched in October 2018, the Innovation Challenge is a national competition developed by Redefine Properties inviting the general public to submit innovative ideas relevant to the property industry. Ideas with potential to revolutionise either retail, commercial or industrial space, enhance business opportunities and customer experiences, uplift communities and their integration in respect of any of the spaces and that embraced technology were considered.

In its first year, the competition attracted over 1250 entries from across the country.

In an ever-changing business environment further accelerated by the advent of the 4th Industrial Revolution, we realise that, in order to remain relevant, we need to embrace change. The Innovation Challenge helps us to identify young individuals who have the ideas that will future-proof our malls and to uplift and support them to become our future tenants, suppliers or even employees.

Marijke Coetzee, Head of Marketing and Communications, Redefine Properties

“We are looking for ideas which have the ability to fundamentally improve people’s lives.”

Cash4Trash, an income generating recycling concept powered by vending machines won the first prize at the Innovation Challenge. Entrepreneur Mary-Ann Mandishona who floated the idea won R1 million in prize money for her efforts and an opportunity to negotiate start-up support to the value of up to R9 million in the form of either monetary support, education, commercial space or concept acquisition.

The Innovation Challenge at the core is an endeavour to build a bridge to the communities that surround us. It encourages engagement, helps our efforts to manage spaces in a way that changes lives and most importantly provides a platform to boost entrepreneurship.

Marijke Coetzee, Head of Marketing and Communications, Redefine Properties

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