"Coffee kiosks under escalators have popped up in malls all over the country as the location provides the ideal dimensions and liminal space conducive to a coffee pause, be it to enjoy a quick espresso on the go or to take a break and connect with friends over a tall latte," says Bonga Sibisi, Mall Ads™, account manager.

"We had prime space available at Musgrave Centre and were searching for a vibrant, on-trend brand to fill it, and our first choice was Vida e caffè. It recently launched its new look and it added a fresh element to the tenant mix. From a business point of view, it makes perfect sense," adds Sibisi.

"The functional purpose of the mall environment is no longer simply about making a purchase, but rather, it is a multidimensional experience. Malls are shifting to more experiential features that include activations, pop-up stores and kiosks. Also, socialising and entertainment form an important part of the shopping process," says Sibisi.

"As such, Mall Ads™ is offering more experiences as well as marketing and business solutions that drive shoppers from prospect to purchase. The Vida e caffè outlet at Musgrave Shopping Centre is a seamless business strategy where all stakeholders – landlord, tenant and – benefit," says Sibisi.

Hitesh Patel, Vida e caffè business director, says that setting up a kiosk at the bustling Musgrave Centre is part of a strategy to roll out more opportunely located kiosks.

"The expansion of the brand through the implementation of strategically located kiosks – in airports, corporate offices and malls – ensures that our commitment to consistently, and now conveniently, delivering the perfect Vida experience is upheld. The convenience and location of our kiosks have opened the way for new consumers to engage with the brand," adds Patel.

Mall Ads™ has rights to all the malls within the South African corporate portfolio. These include Davenport Square, Umlazi Mega City, Bluff Shopping Centre, Springfield Value Centre, Musgrave Centre, Cavendish Square, Coachman’s Crossing, East Point, Montana Crossing, Stellenbosch Square and Kempton Shoprite Checkers.

For more information, contact [email protected] or visit www.provantage.co.za. You can also follow Provantage on Twitter.