Embrace Boulevard Living with The Zone @ Rosebank

The Zone @ Rosebank, one of South Africa’s premium shopping and lifestyle centres, has embarked on an exciting new campaign concept “Boulevard Living”. The project aims to show South Africans that a truly eclectic lifestyle experience is within their vicinity.

Kelsey Redelinghuys, Marketing Manager at The Zone explains further, “The concept of Boulevard Living has its roots in the insights we gained when evaluating who our shoppers are, and how they like to live. We discovered that The Zone shopper is a trendsetter, an aspirational individual who enjoys the freshness and quality associated with brands they choose to incorporate into their lifestyle. Boulevard Living is creative, sensory, indulgent and youthful, and our mix of premium local and international brands and tenants is an example of this standard.


As part of the project, which aims to embrace the sophisticated but creative urban culture in and around Johannesburg, Redelinghuys approached one of South Africa’s leading Instagrammers and bloggers, Alessio La Ruffa, to document his experience engaging with the eclectic range of stores at the Zone whilst living at The Vantage, an upmarket apartment development within walking distance of the Zone in Rosebank.

“I spend a lot of time at The Zone, as it caters to all of my needs, and it's just up the road from me. I'm currently embracing a minimalist lifestyle. Doing away with clutter and sticking to what I want. Boulevard Living fits in nicely, as it is everything I need without having to travel far to get it,” says La Ruffa. “As much as it's a shopping space, it's also a social place. I first fell in love with Father Coffee and their cortados at their Braamfontein store a couple of years back. It was always a place where you would know someone. Now I can have the same experience much closer to home. I can buy sneakers, eat a healthy meal, and have a coffee at my favourite spot. All within one space.”


Photography Credits: Alessio La Ruffa - www.alessiolr.com, Instagram at @alessiolr and on Twitter at @alessiolr.

Chris Renecle, Managing Director of Renprop, who are partnering with The Zone’s team to create a living bigger picture of what Boulevard Living means, says, “The Vantage is one of three of our upmarket complexes and has sold well due to the high demand for upmarket residential apartments in the Rosebank and The Zone’s precinct. We were excited to be a part of the project and look forward to hosting La Ruffa in our block, pretty sure he won’t want to go back home when the project is done.”

Redelinghuys adds, “Together with The Vantage we are able to share a complete production of the lifestyle opportunities available to those who choose to shop and reside within The Zone’s sphere of influence. According to Redelinghuys, the Zone is a place of many firsts, such as bespoke local brands, Paul’s Homemade Ice Cream, Urban Zulu and Maverick and Jane Gourmet Popcorn. It also has Johannesburg’s first Halaal food court and boasts a variety of fashion and lifestyle stores that compliment a progressive way of thinking and living.

If you would like to experience this showcase through La Ruffa’s dynamic imagery please feel free to follow his escapes on the following handles: Instagram at @alessiolr, www.alessiolr.com, and on Twitter at @alessiolr.

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