The business behind the arts
Creativity in the Johannesburg CBD is opening up new horizons
September 13, 2009
By James de Villiers
The new Maboneng Precinct is an attempt to revive that sentiment.
The municipal bus stops across the road from Arts on Main and I walk along Berea Street, towards an interesting old building displaying, among others, the sign DF Corlett. I am impressed with the convenience of this area and the vision of the person who decided to open this creative space in the appropriately named City and Suburban district of Johannesburg.
On entering the complex, it becomes apparent that there is, after 18 months, some construction and finishing work still taking place. The simple high-quality finishes in the completed areas add to the ambience of the building.
There is great attention to detail and quality from the polished concrete floors to the triple volume ceilings. Old timbers peek out of walls revealing the character of the reclaimed 98-year-old former liquor warehouse from Johannesburg's industrial past. The use of salvaged items is noticeable in the furnishings that decorate the pristine gallery spaces and the semi-industrial, but inviting, Canteen restaurant.
Dynamic outlook
Walking across the lemon- and olive- treed courtyard in the heart of the complex, I meet a relaxed and friendly, but very private Jonathan Liebmann. His development business is called Propertuity and the name hints he is in this venture for the long haul.
Equipped with business acumen, a pragmatic approach and a powerful, innovative and open vision, Jonathan Liebmann has jumped head-first into what many would consider a high-risk undertaking.
Liebmann started in property development when he was 18 and built up his experience by buying small properties, developing and then selling them. He also studied business extensively. His interest in starting Arts on Main began when he was living in a loft space for the past three years in a converted industrial building in Braamfontein.
The reasoning behind this art venture in the City and Suburban area in Johannesburg was that for any area to be reclaimed and gentrified it had to start off from an arts and culture core. This pioneering model has worked very well in places like New York's SoHo district and London's Peckham area.
From this core, where the artist is identified as a catalyst for rejuvenation, other diverse enterprises are attracted. He forsees a much broader development than just the cultural element alone, which will contribute to more effective sustainability.
Creative spaces
The warehouse feeling was what Liebmann was looking for, being attractive to creatives with their love for double- and triple- volume ceilings, light and open spaces. The eastern side of the city fulfilled his requirements.
Architects Daffonchio and Associates are responsible for the conversion, which emphasises the green aspect of the project. Solar energy and gas is used for heating and cooking while electricity is used for energy efficient lighting. Extensive use of skylights provides an abundance of natural light, particularly in the larger loft areas.
In the process of renovation, as much as possible of the original building has been retained. Where it is deemed necessary to add in fittings, these are chosen with great care to fit into the environment without detracting from the overall effect. Whatever the alterations and additons have been has improved the building. Fittings and furnishings have been recycled.
It is also not coincidental that across the road is another inner city development, Jewel City. This is a well-established zone of improvement and security housing the diamond-cutting industry. Liebmann managed to get the co-operation of the Johannesburg Development Agency (JDA) to extend the work on paving, lighting and 24-hour security to include the block he occupies. The security cameras are linked to the control centre at the Metro Police in 1 Rissik Street. A number of professional guards are also employed to look after visitors' cars. An open lot across the road in Main Street has been converted into a walled and boomed secure parking space.
Location, location
Essential to choosing a suitable location is the availability of sound infrastructure and this was identified in City and Suburban. Proximity to public transport is one of the key factors which makes this location so attractive. Close to Jeppe Station, situated on the corner of Main and Berea Streets with a reliable municipal bus service from the Bedfordview and Kensington areas, makes this an easy venue for people in the eastern suburbs to travel to.
In the future it will be near a Rea Vaya route, Johannesburg's new bus rapid transit system. You don't have to travel through the city and the traffic congestion, it is highly accessible from all suburbs due to the closeness of the main highways which feed into nearby roads. It is also on a convenient, direct route to OR Tambo International Airport.
High-end buy-in
Critical to the sustainable financial aspect is the buy-in factor. Liebmann approached William Kentridge as a core tenant and he bought a large space which was converted into a contemporary functional studio designed by architect Bryan Dunston. Next, the Goodman Gallery was approached and this resulted in the purchase of a high-ceilinged upstairs space where the emphasis is on a more experimental style of exhibition area called the Goodman Projects. Goethe on Main is another major tenant and this spin-off from the Goethe Institute encourages artists to submit proposals for venue use and funding.
As word got around about the calibre of the tenants, requests for space poured in. Rentals are around R65 a square metre and buying prices under sectional title of about R7 000 a square metre. These are realistic market-related values which assure the sustainability of the venture and return on investment.
Only affordable for established artists, Liebmann agrees that emerging artists are not catered for. However, the advantage of several of these spaces is that creative people have venues which are available for a wide variety of projects. One needs only to apply to the appropriate tenants for terms and conditions of use.
Tourism
I mention that there is virtually an art axis stretching from Newtown to the Standard Bank Gallery via the Absa gallery and down to the Maboneng Precinct. Liebmann points out that this "axis" has existed for some time, but only needs to be formalised.
His plan is to introduce a shuttle service which will take both residents and tourists to the art and cultural hotspots in the CBD. Not only will this be a boost for the tourist trade, but also a convenience for people in the suburbs.
This will be used to expose the public to the arts initiatives but also to other public and private developments in conjunction with the JDA that are happening in the inner city.
"People must come and see for themselves. This is really the only way for people to get to know about what's happening."
It obviously didn't take much encouragement to get people from the northern suburbs to attend the opening of the William Kentridge and Marguerite Stephens exhibiton.
Two weeks ago at 11am on a bright Sunday morning, the precinct was packed with luxury vehicles parked in the streets and crowds milled around the precinct. People feel comfortable here and that's enough to break the stereotypical view of visiting the inner city.
Pedestrian traffic is sparse in this downtown area, so no problems with hawkers have been encountered. However, Liebmann says that should they appear, they would be a welcome addition to his concept as long as they were well managed and presented.
"I will be trying to bring a large tourist component into the area and the mix of the African feel and the first world style of development would make a good combination."
He would like to promote the Maboneng Precinct as an authentic reflection of the true nature of Johannesburg, an example of the city we all wish for and dream about.
Future vision
Liebmann's vision has no bounds and he overflows with ideas. Open to different ideas and suggestions, he encourages people to come forward and discuss them. Already preparing for future expansion, he has recently bought the old Jack Lemkus Sports building, a block down Main Street. He is planning to convert one of the floors into a hotel.
Affordable basic studio space for emerging artists and a permanent organic supermarket operating normal shopping hours are in the offing. The emphasis will be on a mixture of economic activity.
Diversity and creativity will be the magnet that brings people of all persuasions into this vision of a brave new Johannesburg.
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