ABOUT

The Workshop is an iconic Durban landmark with a rich history. Over the years, the building has transformed from a railway workshop into a modern shopping centre.

Times changed, and The Workshop followed suit. Rigorous renovations to interior and exterior has restored, replenished and shaken off the dust to reveal a brand new shopping experience.

Modern finishes, safety upgrades, more variety, a choice of luxury brands, popular restaurants and takeaways are but some of the ways in which The Workshop has done away with old, to embrace the new.

This campaign aims to heighten brand awareness, and reposition The Workshop as a desirable shopping destination by highlighting its positive attributes – i.e. newly renovated centre, upmarket brands, more variety, a safer and cleaner shopping environment, and unique offering (largest curio shop, best Bunny Chow, historic significance).

What is needed is a change in perception – a reminder of why The Workshop is a great place to shop – not only for commuters and students, but more affluent customers and tourists. Ongoing marketing efforts should focus on attracting customers with higher spending power, and international visitors.

Ultimately, customers should feel curious and enticed to re-discover The Workshop, and explore all the ‘new’ it has to offer.