oa Journal of Marketing - If you build it, they will come : design @ work
Over the past decade there've been many visionary developers that have hatched plans and buildings in unlikely parts of our cities. Places that were often too crime infested and dangerous for most people to even drive past. Places like Braamfontein and Woodstock. These urban renewal projects have been going on for a while, so why does it seem like they're only gaining traction now? Are we finally deciding to rebel against the idea of malls, franchises and mainstream brands? Or is it because the cool kids have decided that these areas are ready for public consumption? The launch of the Neighbourhood Goods Market is the latest of these.
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