R80 million upgrade takes Sterland back to the future

The landmark Sterland in Pretoria is gaining a R80 million redevelopment from co-owners Atterbury Property Holdings and Genesis, which will bring the total complex to 7 575m². 

Despite being one of South Africa’s older malls, first built in 1963, Sterland remains one of the most popular destinations for movie-goers in South Africa. In fact, it is here that Ster-Kinekor achieves its second highest ticket sales in the country. Ster-Kinekor occupies over half of the mall, offering movie-goers 11 cinemas with 2,400 seats and 3D movies.

“Sterland wasn’t keeping pace with the market. We felt it was time to give the mall a full refurbishment to create a new wide-ranging lifestyle and entertainment offering ideally matched to its market,” says Gerhard van der Westhuizen of Atterbury.

Leading property development and investment company Atterbury has a sound reputation for exceptional real estate developments across all commercial property sectors. Atterbury’s top performing developments and redevelopments are undertaken with innovation, creativity and a strong entrepreneurial spirit.

Its comprehensive upgrade of Sterland will see Ster-Kinekor and Red Eagle Spur joined by a new Planet Fitness gym, opening in September 2013. Sterland will also feature new Pick n Pay, Top CD and a range of restaurants and fast food restaurants including Steers, Fishaways and Chicken Licken.

“Sterland is popular with a young, up-and-coming, middle-class market. There are many students in the area,” says van der Westhuizen. “The Sterland refurbishment will position it perfectly for the vibrant social life in the node and increase its appeal to the many fun-loving, social people who live nearby.”

A big part of the upgrade is embracing a more modern design that makes Sterland brighter, offering a fresh open-air mall environment.

Originally developed as an open shopping centre, van der Westhuizen explains that, having undergone a handful of revamps, it had become enclosed with a circus-type tent roof. Atterbury will remove the roof so the centre can once again celebrate the brilliant South African climate to offer alfresco relaxation.

However, Atterbury’s vision for Sterland goes beyond the mall itself. It also has plans for the alongside building, Primedia’s former head office. Here it hopes to install a hotel and restaurants.

Besides the multimillion Rand investment by Atterbury and Genesis in Sterland’s upgrade, Ster-Kinekor also invested R10 million to revamp its cinemas, creating a brand-new state-of-the-art viewing experience.

“This all has a positive impact on the entire surrounding area and we foresee this project being a catalyst for even more improvement and new investment in central Pretoria,” says van der Westhuizen.