News ArticleMall of Africa and Julie Miller Investment Art Institute smash distance barriers in the name of Art

How technology will help up the ante at the first 2019 Art Collective Season in a bid to foster a greater global appreciation of African art

How do you top what is already known as the largest showcase of African art in the world? The Mall of Africa and retail tenant Julie Miller Investment Art Institute thinks that technology holds the key.

Over the past year, the Mall of Africa has cemented itself as the hub of contemporary art in Gauteng, through a successful partnership with the Julie Miller Investment Art Institute.

From the outset, the main goals of the ‘Africa’s Art Collective Seasons’ exhibitions, were to provide an opportunity to showcase a world class art collection in a retail space to engage the public and foster support for the arts. This March it is back with even more talent to showcase between 14th to 31st March 2019.
With more than 500 pieces of artwork by 130 artists from across the African continent, this is the largest exhibition of its kind.

Now, in an unprecedented move, the collection will be accessible to even more art lovers through the use of virtual reality.
“We’ve learnt that distance can be a big barrier for lovers of African art – often these prospective buyers are in other countries and are unable to physically go to the mall to view the exhibition. We don’t think our artists should lose out on an opportunity to showcase their work to foreign markets, and so we’ve come up with a technology-driven solution to make that possible” says Julie Miller.
The exhibition will be filmed using a 360 degree camera, which in turn will be turned in to a 3D virtual tour of the collection which can be viewed by anyone, anywhere by simply going to the Julie Miller Investment Art International website –
Art lovers the world over will be able to view and find information about the art pieces as well as the artists as they virtually experience the collection. An online catalogue will also feature more information about the works on display.

“We’ve managed to expose an entirely new audience to African art by using our retail space, and of course we ideally want the public to come to the mall to experience the artwork first hand, but we cannot ignore the reach that technology gives us in finding new and younger audiences” says Johann Fourie, GM for Mall of Africa.

Discover the all new Art Collection Season at the Mall of Africa between 14th March and 31st March, or experience the exhibition virtually by going to


About The Julie Miller Investment Art Institute
Julie Miller Investment Art International is an art investment and management company focussed on harnessing and developing the global investment potential of the African art industry for the benefit of all stakeholders, and to allow art to make a greater contribution to the economic development of our continent.
Within this context, Julie Miller Investment Art International has three core objectives:
1. Search out talented individuals with good investment growth potential and assist them to become sought after in the global art market by:

  • investing in them.

  • promoting them.

  • providing the tools, guidance and exposure necessary for them to realise their full potential.

2. Embrace experimentation as a company culture to:

  • provide a platform that enables artists to develop by trying out new ideas and gain market feedback.

  • expose the public to a broad spectrum of quality art that is interesting, unusual and thought provoking.

3. Create and enhance cross-border networks to promote and sell African Contemporary art to the international community.
About Mall of Africa
Located in the heart of Waterfall City, Mall of Africa, which received the 2018 Sunday Times Generation Next Award for the ‘Coolest Mall’, delivers a compelling life-style experience in a Mall that reflects, architecturally, the iconic landscapes and geological phenomena of Africa.

This ultra-premium retail showcase was opened on 28 April 2016 and offers access to over three hundred retailers, many of which are flagship stores. Mall of Africa constantly strives to push the boundaries of innovation, technology and originality in order to create a unique shopping experience for visitors. It has fast become one of the top go-to locations for a full shopping and lifestyle experience and stores in the Mall range from well-known local names such as Woolworths, Browns the Diamond Store, Mr Price and Cape Union Mart to international luxury brands including Emporio Armani, Superdry, Hugo Boss, Michael Kors, Paul Smith, Versace and more.

Increasingly the Mall of Africa has become the preferred host for a range of lifestyle and leisure events, including being the official host of the Mercedes Benz Fashion Week in Johannesburg, the National Antiques & Decorative Arts Faire and the third edition of the Africa Art Collective. At Mall of Africa, shoppers can also look forward to a number of fabulous new stores - often the first landing of global brands on South African soil - and enjoy incredible restaurants and numerous events throughout the year.

Owned in a joint venture by Attacq (80%) and Atterbury (20%), Mall of Africa is South Africa's largest shopping Mall ever built in one phase, offering over 130 000m2 of retail space organised into uniquely identified court areas made for easy shopping navigation, as well as exceptional access, location and visibility. Perfectly situated between Johannesburg and Pretoria, Mall of Africa is a visual, social and economic anchor within Waterfall and is becoming a dominant super-regional Mall, located off Allandale in Waterfall City.

For more information on The Art Collective,

  • Website:

  • FB: @TheMallofAfrica

  • Instagram:_themallofafrica

  • Twitter: @TheMallOfAfrica

  • #malloafrica #africaartscollective #juliemillerinvestmentart

For more information, contact the press office on the details below.
Distributed By: Capacity Relations
Shiri Reouveni
Tel: 011 844 1091