FEATURE: Is Play Braamfontein revitalising Braam, or gentrifying it?

by | Aug 30, 2024

It could be said that Play Braamfontein is at the forefront of bringing back the “cool” to the heart of Johannesburg’s inner city, but at what cost?  

Braamfontein has always symbolized freedom and creativity. Walking down the streets of Braam one sees the mixture of old buildings and student accommodations, mixed with new and developing entertainment hubs for people to indulge themselves in. Places such as the Playground Market (formerly Neighbourgoods),  Mamakashaka (formerly Great Dane) and Kitcheners Carvery Bar have given Braamfontein its social and cultural identity. But as the identity of these places continue to be phased out or replaced, new businesses have arrived and have given Braamfontein a new lease on life. Play Braamfontein is at the heart of the precinct’s maintenance and continued growth, but how much growth is too much growth? 

Genesis of Play Braamfontein  

Braamfontein’s history dates to the early 1800s when it was still a farm and evolved into being a suburb for middle class Afrikaaners. It became an economically booming area in the 1950s when many businesses relocated to the area. However, in the 1980s there began to be urban decay in the area which caused many of these businesses to relocate to the northern suburbs. 

In response to these challenges, the Johannesburg Development Agency (JDA) created the R13-million Braamfontein Regeneration Programme in 2002 which set out to “renew the area as a centre of business, entertainment and education”. This led to the creation and improvement of public art and safe open spaces. Around the same time, an entrepreneur, Adam Levy, founded a property-developing company that would change the suburb’s landscape forever.  

Play Braamfontein is a business that specializes in the development of commercial, retail, entertainment, and residential properties. Levy created the company in the early 2000s with the vision of “putting Braamfontein on the map as the cultural heart of the city.”     

Over the past two decades Play Braamfontein has acquired old buildngs and refurnashed them into attractive spaces where people can enjoy themselves safely in the inner city.  

 One of the company’s most notable new changes includes the Rooftop Basketball Court, South Africa’s first 3v3 rooftop basketball court. In addition, the reopening of Johannesburg’s first ever City Beach Club helped bring a fresh and unique dynamic to the city of Joburg. These venues add to the influential role Play Braamfontein had already established in the area partly due to The Playground, a lively market and entertainment space which sees people flock from all over the province every weekend.  

Siyabonga Mncube, a 21-year-old student at Boston College and a Braamfontein resident believes that Play Braamfontein has “injected Braam Square with life.” He believes that the area has not been the same since the Covid-19 pandemic, and that Play Braamfontein’s rising influence is exciting.  

Further, he said that their role is crucial to the local economy as they are creating new jobs, citing the KFC concept store as an example (also known as ‘KFC at Play Braam’). The location of the KFC concept store was once home to Uncle Faozi, a food shop where many partygoers would go after a night out. It brings new elements unprecedented at KFC stores such as fashion collaborations, new menus, virtual technology and LED lighting that make it an enhancing hub. 

Intersection of Juta and De Beer Street, Braamfontein of Play Braamfontein spaces. Photo: Siyanda Mthethwa

In March, it was announced that the beloved Kitcheners Carvery Bar would be closing. Speaking to Wits Vuvuzela, former owner of Kitcheners, Andrew Clement, said that the century long pub was “at the forefront of the revival of Braamfontein for the past 15 years” and that it had to close “for economic reasons”. Once again, Play Braamfontein stepped in, taking over the bar and announced that Kitcheners would not in fact be closing, but rather “restored and uplifted” by them soon. 

The statement promised to breathe new life into the pub which suffered negatively from the pandemic and that it will be known as ‘’The Original’ Kitcheners Carvery Bar ‘once it has reopened. This latest addition in the properties acquired by Play Braamfontein helps boost their aims of creating a vibrant and creative space that helps Braamfontein be a unique social area. 

Through the efforts of innovating new and exclusive venues for the area of Braamfontein as well as its role in celebrating music through one of its most popular venues, The Playground, Play Braamfontein has helped make Braamfontein the heart of culture and creativity. But do these attempts count as gentrification and what effects does it have on the community? 

Impact on surrounding community  

Gentrification is defined as the process where homes and businesses in a poor area are renovated by middle class or wealthy people, which results in the rise of property value or the displacement of existing residents.  

According to this definition, one can say that Play Braamfontein have indeed gentrified the area of Braamfontein to some extent. They have acquired several buildings and have at least seven spaces listed on their website which are open to bookings. These spaces are mainly on the intersection of Juta and De Beer Street, with Play Braamfontein owning at least seven out of almost 15 different spaces of leisure in this small segment of Braam. Further, rates to rent out Play Braamfontein spaces start at R20 000 and go up to R45 000 before tax.  

There are no official records of residents being forced out of buildings due to the acquisitions of Play Braamfontein, but it is an issue that has persisted in the inner city of Johannesburg, particularly in places such as Maboneng and Doornfontein according to a UJ study. 

Ruby Delahunt, a Wits Vuvuzela student journalist, states that while she sees the good that Play Braamfontein is doing for the economy, she believes that they are “pushing out the people that are in Braam.”  

“I remember going back to the market when it first started three to four years ago and it’s completely different to how it is now”, said Delahunt, stating that places are way more expensive and that they are more focused on nightlife and drinking, lacking in originality. 

Play Braamfontein’s spaces continue to coexist, however, with longstanding Braamfontein pubs such as The Banister Hotel, Wing Republic and Drama Club which have been cornerstones in the culture of Braamfontein. Nostalgic partygoers and residents may be at ease that key Braamfontein attractions are still in existence.  

Play Braamfontein has without a doubt been essential to the revival of Braamfontein. It has not only transformed the physical space of the area but has redefined means of having fun through the creation of different venues which people can experience in new and creative ways. Although the development of properties can bring positive change to an area, one must account for the possible challenges such as increased property values which may make the area less accessible to the average citizen. 

Looking forward, Play Braamfontein has a bright future, and one can say that they are just getting started. The recent acquisition of Kitcheners and their ongoing renovations on their spaces show that the property developing company continue to make this small segment of Braamfontein a revolutionary area that celebrates cultural heritage. As Play Braamfontein continues with their groundbreaking innovation, they must be aware of the challenges it brings and ensure that Braamfontein remains an area where individuals from all walks of life can enjoy themselves.  

FEATURED IMAGE: A sign written, “A new era Kitchener’s opening soon.” Photo: Siyanda Mthethwa.

RELATED ARTICLES: