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Johannesburg: New skyrise apartments create stylish city lifestyle akin to London’s East End

Johannesburg: New skyrise apartments create stylish city lifestyle akin to London’s East End
Luxury Residential Tower, Hotel and Retail Space – Hallmark House by British Architect David Adjaye elevates Johannesburg to international standard city living.
Johannesburg, 11 May 2015 –  Johannesburg’s CBD is evolving into one of the world’s most exciting cities to live, with new, contemporary-style buildings fast becoming the most coveted addresses on the Continent and beyond.
One such building is Hallmark House, currently being redeveloped into a stunning glass-panelled, 17-storey tower of expansive residential apartments, an all-suite luxury hotel, and a vibrant mix of health, entertainment and leisure facilities.
It was recently launched to the British market in London at The Edison on Old Marylebone Road, with 65% sold in a record 14 days after launch a few weeks earlier in Johannesburg.
The £10 million (R200 million) Hallmark House redevelopment is the newest addition to the trendy Maboneng precinct on the east side of the CBD, an urban lifestyle hub comparable to the Hackney district in London, but with a distinctly African flavour.
Scheduled for completion in May 2016, it will take Maboneng precinct to a whole new level, merging art, design, culture and architecture to appeal to a variety of lifestyle needs.
Fittingly, well-known London-based architect David Adjaye, who also has offices in New York and Accra, is leading the team to transform Hallmark House.  Adjaye is currently working on the $360-million Smithsonian National Museum of African-American History and Culture in Washington DC, while overseeing a luxury condominium development of the city’s Four Seasons hotel.
Adjaye says that Johannesburg’s Eastern CBD regeneration is perfectly in line with what is happening around the world, and points at Hackney in London’s East End and New York’s Meatpacking District as examples. “It’s incredibly exciting to be involved in re-envisioning Johannesburg’s CBD,” he says. “The transformation of Hallmark House is an opportunity to apply fresh thinking to urban communities and to create a new typology that reflects changing lifestyles and a more fluid approach to the way we inhabit cities.”
Jonathan Liebmann, CEO of Propertuity, the visionary and developer behind Maboneng Precinct and Hallmark House, says it was Adjaye’s  “indelible trademark of allowing art, music, science and civic life to permeate his ability to transform disused buildings into architectural masterpiece” that drove Propertuity to appoint him to this project.
Central to the African aesthetic of Hallmark House is the overallminimalist feel, encompassing finishes of the best quality, with interiors reflecting the lines and silhouettes of the surrounding urban metropolis.
With floor-to-ceiling views of the city and surrounds, atop secure, access controlled parking and a modern, ground-floor retail space, these spacious, minimalist-style city pads are designed to rival apartments in similar neighbourhoods around the world.
Another Briton, conceptual artist Mat Chivers, has been working in residency at Nirox’s Sculpture Park in the Cradle of Humankind for the last four months, will install a solo exhibition called Altered States at Hallmark House. The exhibition explores the evolution of modern consciousness, creating a bridge between human evolution and the current technological age. It consists of a five-tonne carved boulder from the Cradle of Humankind, an installation work, performance and 25 print works.
Earlier this month, Hallmark House opened sales for its apartments, which are priced from R495 000 (26 700 GBP). They range in size from 35m2 to 300m2, and are available as studio, one-bedroom and two-bedroom options, with different-sized terraces and large balconies.
The studio apartments are perfect for young creatives, while the one- and two-bedroom options suit businesspeople and couples looking for an ideal inner-city lifestyle side-by-side with like-minded urbanists, while still wanting the freedom to lock up and go.
Hallmark House will also have an on-site spa, fully-equipped gym andswimming pool, and residents can kick back at the The Grand Café and Rooftop Bar, situated alongside The Bioscope outdoor cinema. Smack! microbrewery and Firebird roastery are additional tenants in the building.
The development is underpinned by solid security and a high-speed-technology infrastructure, offering 24-hour security staff, an in-house concierge, a biometric fingerprint system, a CCTV-camera system, high-speed internet and wifi.
The 66-metre-high modular structure was originally designed by Greg Cohen in the early 1970s to house a growing diamond-polishing industry. Flexible and modular in structure, it was versatile enough to house light-industrial, showroom and office spaces.
Launched in 2008, Propertuity combines architecture, art, design andculture to re-energised degenerated neighbourhoods. It all started with therefurbishment of an inner-city building to the east of the CBD that would become Arts On Main, home to world-renowned artist William Kentridge’s studio. This preceded a series of retail, commercial, industrial and residential refurbishments in what istoday Johannesburg’s Maboneng Precinct. By 2013, the Propertuity’s Maboneng Precinct portfolio encompassed 40 buildings.
The Hallmark House project is being managed to global standards by consulting engineers ARUP, and MACE Group are the project managers.
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12 May 2015
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