public relations intelligence

The Zone @ Rosebank encourages children’s art for charitable cause

Johannesburg, Dec, 2016 – The Zone @ Rosebank, one of South Africa’s premium shopping and lifestyle centres, started a charitable project that would not only showcase the artistic talent of our community’s youth, but would also benefit The Smile Foundation, a non-profit organisation (NPO) that improves the lives of children with facial impairments.

The Art Jamming inspired project would see children empowering children through the “The Boulevard Kids Gallery” fund raiser. Thanks to a group of dedicated sponsors the centre was able to engage with students at the Pridwin Preparatory School and invited the children to a free create a painting day at The Zone @ Rosebank.

Marketing Manager, Kelsey Redelinghuys explains, “One hundred canvases were donated to our young artists who were as young as three years old. It was so moving to see children engage wholehearted with their creativity. Riots of colour, budding abstracts and classically inspired portraits were only a few examples of the glorious paintings made on the day. These great works were then proudly displayed along The Zone’s Boulevard in a store window.”

The artworks were displayed for ten days before a charity evening in December was hosted. At the event, the participating children’s parents would have the opportunity to buy back their kid’s artwork. With all proceeds going to The Smile Foundation, parents were happy to be generous with their bids.

“The Smile Foundation has been outstanding in its championship of underprivileged children living with facial conditions such as burn scars or cleft palates,” says Redelinghuys. “These corrective surgeries are vital and in need of critical funding. It was heartwarming to see the generosity that was shared on the evening and ultimately we were able to handover a cheque of R10 000.”

Hedley Lewis, the Executive Director at The Smile Foundation, contributes, “It was an incredible initiative where children from all walks of life came together to express their creativity in order to raise funds for children requiring facial reconstructive surgery. We would like to commend Art Jamming and all other partners involved. It was humbling to see children supporting other children.”

Redelinghuys concludes, “The fantastic results from this project have inspired us to cast our net wider to see how we can extend our reach into surrounding neighbourhoods as well to drive a true community initiative that nurtures the youth of our nation. I would like to thank Pridwin Preparatory School and Art Jamming for making this activation such a success.”


Words: 417

Special thanks to:

  • Pridwin Preparatory School
  • Art Jamming
  • The Smile Foundation
  • Pic 2 Art
  • Hamleys
  • Piza e Vino
  • Krispy Kreme
  • Maverick and Jane
  • Bos Ice Tea
  • La Couronne Wine Estate


About The Zone @ Rosebank

For over 20 years The Zone @ Rosebank has been a central feature of the Rosebank Community. Evolving alongside our patrons the center has managed to create happy memories for generations. The Zone @ Rosebank, is owned by Old Mutual Life Assurance Company South Africa and is located between Cradock Avenue and Oxford Road in Rosebank. The development is a mixed-use development that consists of two levels of retail space, a hotel, a five level basement parking garage and a double level office tower complex. A popular shopping, dining, entertainment and lifestyle hub, The Zone appeals to all people whether young or old, urban professionals, families and teens that enjoy the spectrum that The Zone @ Rosebank offers. The centre is regarded as a ‘fusion of fashion, food and entertainment’, complementing the neighbouring and inter-leading centres, The Firs and Rosebank Mall, as well as other sub-regional centres in the catchment including Killarney Mall, Melrose Arch, Norwood Mall and Hyde Park.

Press Contacts:

Kelsey Redelinghuys

Marketing Manager

The Zone @ Rosebank

011 537 8000