Jonathan Liebmann is one of those born-entrepreneur types you read about in business magazines; the sort who takes on seven paper rounds at 12 and has a series of business adventures and misadventures before finding an all-consuming commercial calling. For Liebmann, after running a chain of laundromats and a mobile coffee maker, that calling was real-estate development.
Born in Johannesburg, the son of an interior designer mother and banker/artist father, Liebmann first developed a number of flats when he was just 18. But the light-bulb moment came when he developed an old factory into an apartment for himself and imagined a new, profitable life for Joburg's stockpile of empty industrial buildings.
In 2008 he formed Propertuity, bought the old offices and warehouses of a construction company east of the inner city and recruited local architect Enrico Daffonchio to help him turn the buildings into a buzzy hub that would draw the city's creative types.
Having studied the form in creative quarters from São Paulo's Vila Madalena to London's Shoreditch, Liebmann knew he needed art heavyweights as anchor tenants. Artist William Kentridge and photographer Mikhael Subotzky signed up for studio space and soon the development, Arts on Main, was fully tenanted. It opened in 2009 with galleries, a restaurant and design stores.
After its success, Liebmann decided he was not just a property developer but rather a 'community developer', and he would create a new neighbourhood that would tempt young professionals, black and white, out of their gated communities. In 2010, he opened Main Street Life, a 1970s warehouse-turned-apartment building that also houses an independent cinema and boutique hotel. And last year, he added The Main Change office development, including the inevitable co-working space for start-ups and freelancers.
Liebmann's operation now owns 35 buildings spread across a square-kilometre area he has christened the Maboneng Precinct. All of this has been done without government assistance, although Propertuity has just started a partnership with the Johannesburg Development Agency to upgrade the pavements. Liebmann remains a de facto mayor of Maboneng, a benevolent landlord and social architect, but he denies control-freakery and utopian inflexibility. 'I definitely have a mission to turn Maboneng into the best neighbourhood in the world, but I am very flexible in the way it plays out.'
The stockpiling of property was, in part, Liebmann says, to make infrastructure improvements commercially viable. He has started improving transport links, including operating a shuttle bus service. As the precinct grows - Liebmann plans to double the community's size every year - he will look at healthcare and education provision.
The area is also becoming a tourist draw and Liebmann is in talks with a major hotel chain to open a 150-room hotel in the area. He has been asked to take his particular (and profit-driven) brand of urbanism to other South African cities. But for now he is concentrating on what he calls the 'massive mission that is Maboneng'.
Arts on Main, 264 Fox Street
Where it all began. The Arts on Main complex now includes the studios of artist William Kentridge and photographer Mikhael Subotzky, the Goodman Gallery Project Space, designers Black Coffee, bookstore David Krut, and the Canteen restaurant. Its Sunday market has become a major draw
The Urban Fox, 276 Fox Street
A mixed-use commercial and residential development with an athletic club in the basement. The Maboneng Canal will also be converted into a landscaped boardwalk connecting Fox and Main
Main Street Life, 286 Fox Street
An apartment block with rooftop gym, event spaces, cinema, restaurants and boutique hotel
Situation East, 304 Fox Street
Seven-storey residential building, which will include a rooftop barbecue area and a lighthouse by artists Sam Chermayeff and Kerim Seiler
Curiocity, 302 Fox Street
A 60-bed backpacker hostel, which includes a dipping pool, performance spaces, shops and restaurants
Artisan Lofts, 264 Market Street
A 1939 warehouse building developed into loft apartments. It will include a poolside café and a rooftop unit designed by American architect Mario Gooden
Rocket Factory, 278 Commissioner Street
Residential development with 40 apartments and a rooftop lighthouse by artist Marcus Neustetter
MOAD, 281 Commissioner Street
The new Museum of African Design, created in the shell of a 1930s industrial building, is described as 'a multi-disciplinary exhibition and performance space', dedicated to 'advancing problem-solving ideas for Africa and beyond' and will serve as a platform for African design. African Lookbook co-founder Aaron Kohn has been appointed director of MOAD
Maverick Corner, 300 Commissioner Street
A retail complex and entertainment venue which will include four restaurants and a live music venue
Remed's View, 306 Commissioner Street
The first building in the area dedicated to student accommodation and designed in collaboration with Spanish street artist Remed. It will include 100 beds, a library and study area, and shops
The Main Change, 20 Kruger Street
The first office space to open in Maboneng, the building also houses a spa, meditation zone, holistic healing centre, rooftop health-food café, and fashion and furniture stores, as well as Open, a working space for start-ups and freelancers
Revolution House, 21 Kruger Street
Residential development of loft apartments developed from a former juice factory, with retail at ground level
Aerial Empire, 7 Sivewright Avenue
Mixed-use development around a central courtyard with retail, residential and studio space
Off the Grid, 250 Main Street
The parking and transport hub for the area
ADDRESS
Propertuity
20 Kruger St
Johannesburg 2094
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