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The first Food Wine Design Fair is well on its way to completion and Artlogic has received an overwhelmingly positive response from participants and the general public alike. Over 50 designers and a host of food and wine producers have already signed on to take part in what promises to become one of Joburg's yearly shopping highlights.
As part of the conceptual approach to the first installment of the Fair, Artlogic sought a venue that would offer visitors to the event an experience that would be in keeping with the lifestyle-orientated nature of the Fair.
Hyde Park Corner Shopping Centre has always emphasized its creative and innovative spirit by including commissioned artworks, murals, mosaics and sculptures as part of its interior decoration. Since its inception in 1969, the centre has profiled the work of several sculptors, painters and craftspeople and is currently undergoing a major refurbishment in order to maximize the visual dynamic of the building, both internally and externally.
It was with this in mind that the Centre management approached Artlogic's Director, Ross Douglas, with ideas on how to further re-invent their brand. Already being acquainted with Artlogic's reputation for quality, world-class events like the Joburg Art Fair, Hyde Park discussed the possibility of hosting the first Food Wine Design Fair on their 5000 square metre rooftop space.
The first Food Wine Design Fair will now benefit from the marketing opportunity afforded by being exposed to Hyde Park's approximately 450 000 high LSM shoppers per month. In addition to this, the Food Wine Design Fair will attract out-of-town shoppers to the centre and thus create a mutually beneficial partnership.
 This new venue allows Artlogic to position the Food Wine Design Fair outside of other, similar lifestyle events. Never before has an event of this scale been held at Hyde Park Shopping Centre. Large, Bedouin-style tents will be erected to house producers, the large central seating area and tea garden. Areas of the rooftop will be left open to allow for barbequing.
Artlogic is excited and enthusiastic about this partnership with Hyde Park Shopping Centre. We believe that the Food Wine Design Fair will become a benchmark for similar lifestyle events and that our unique approach will define the Fair as the premier annual shopping occasion.
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