Johannesburg - A “hectic” Bangkok-style, 24/7 street market, art studios, a foundry, a food emporium and pop-up markets are what Joburg residents can look forward to in Eloff Street soon.
The southern end of the Joburg CBD will receive a major boost with the current redevelopment of One Eloff.
Eloff Street, once the city's most prestigious street, was informally called Motortown and was home to many upmarket car dealerships.
In fact, the warehouse, One Eloff was formerly a motor-vehicle holding facility for Chrysler and Rolls-Royce.
The official name of the suburb is Salisbury Claims, and it was previously a mining area.
It is is now being upgraded and converted into a mixed-use precinct by property developers Geoff Jardine and partner Bruce Thomson.
After Rolls-Royce moved out, the building was taken over by the ANC Women’s League, but later squatters moved in.
After an eviction order was carried out, the owners, an auction house, once again used the building as a storage facility for vehicles.
“We have been eyeing this building for years. It is beautiful and has lots of character,” said Jardine.
The partners started work nine months ago with the construction of 318 flats within the warehouse. Already half have been let. The price ranges between R2 500 and R5 500 a month.
“We have an eclectic mix of tenants, from soapie stars to artists,” he said.
The flats have wi-fi and pre-paid gas and geysers, so costs are kept low and tenants know how to budget, he added.
There is even a doorman on duty to assist tenants.
Construction is now under way of an indoor, 24/7 market which he says will resemble the “chaotic vibe of Bangkok” with, among others, food and clothes stalls.
There will also be offices, shops and restaurants, food markets and delis similar to those in Maboneng and on1 Fox Street.
The 1950s, art deco-style building overlooks a private lane which the partners have called the Joziburg Lane. It will soon be lined with street cafes, designer shops, artist studios and even a foundry which constructs WiIliam Kentridge’s statues.
This lane will end in the Joziburg Foodhall, which is a massive double-volume marketspace and which will have a selection of food stalls serving a variety of foods from all over the world.
Also in the food hall will be the Joziburg Deli, which will have a wide range of South African produce - from cheeses to relishes, preserves, oils, olives, breads, cured meats and more.
A series of other confectionery and deli traders, coupled with art, craft and design stalls will complete the foodie and shopping experience.
The Joziburg Bar will serve a curated selection of craft beers and artisanal drinks.
There is also an events hall for conferences, parties and launches.
The heritage aspect of the building has been carefully maintained, so much so that an Italian craftsman was flown to South Africa from Italy to restore the terrazzo floors, said Jardine.
Although the Joziburg Lane is only officially opening in August, a series of pop-up events and food markets are planned before that. They will take place on the last weekends of this month, June and July.
The event dates are:
Friday to Sunday May 27 to 29 from 10am to 6pm.
Friday to Sunday June 24 to 26 from 10am to 6pm.
Friday to Sunday July 29 to 31 from 10am to 6pm.
Traders who have already indicated their participation include the Fashion Shack, Prawn Stars, Zaytoon Gourmet, Cadillac Jack, Xperimental Kitchen, Colour Me Healthy, Araka Gourmet and Mejicana.
Meet the smiling fellow at the door
The elegant, well-dressed doorman, Webster Maboka, has an interesting story to tell.
He swopped his overalls for a suit and tie.
Maboka was employed as a foreman when he heard about the job on the building site and showed an interest in it.
He is now the face of 1 Eloff, so much so that many people, upon seeing him in his elegant suit, think it's a luxury apartment building.
“I love my new job and I am learning something new every day.
“I spent time at the luxury hotels in Sandton to see how they do it.
“I want to keep on learning all aspects of this hospitality industry,” he said.
ANNA COX, The Star