BlackBrick, a pioneering force in the apartment hotel industry, is expanding its footprint with a significant investment in Bedfordview, South Africa, marking a major foray into Johannesburg’s east side. This venture stands out as the first new hotel opening in the east side of Johannesburg in years and the inaugural BlackBrick apartment hotel in this area, introducing a refreshing and authentically African-designed option to the market.
The apart-hotel sector is experiencing a transformative shift, driven by the demand of millennials and Gen Z for immersive, sustainable accommodations. HTF Market Intelligence reports that the apart-hotel market is projected to grow at a staggering CAGR of 22.5% from 2024 to 2030. BlackBrick is leading this revolution, expertly blending luxury, functionality, and sustainability to shape new paradigms in traveller experiences.
Committed to environmental stewardship, BlackBrick embraces a circular economy model, with the entire building crafted from recycled materials. This approach not only minimises environmental impact but also resonates with eco-conscious consumers, with 70% of travellers expressing a preference for sustainable accommodations. BlackBrick Bedford embodies this dedication to innovation and sustainability, transforming the former Airports Company South Africa (ACSA) head office into a dynamic new apartment hotel through adaptive reuse – a true testament to BlackBrick’s ability to repurpose spaces into extraordinary environments.
Growthpoint Properties (JSE: GRT) took the lead as the primary developer, leveraging its cross-sector development expertise for the R200m residential conversion project. This initiative was undertaken in a joint venture with Setso Property Fund (49%) and in collaboration with BlackBrick Hotels, presenting a ground-breaking solution to the surplus of office space in the market and the scarcity of residential space. Encompassing a sprawling 35,000sqm, BlackBrick Bedford transcends traditional accommodation, serving as a lush sanctuary nestled within a botanical forest. Its verdant gardens, tranquil koi pond, sculpture garden in collaboration with Nirox, and curated art collection featuring local talents like Naledi Modupi and Reginald Teys, create an oasis of serenity amidst the urban pulse.
Furthermore, BlackBrick Bedford is creating new job opportunities for locals through the opening of the hotel, with plans to employ a new team of hotel staff, further enriching the socio-economic fabric of the community.
In response to the growing trend of remote working, particularly evident post-pandemic, BlackBrick Bedford addresses the surge in South Africa by offering its most expansive workspace yet. Designed for productivity and collaboration, this state-of-the-art facility caters to both full-time remote workers and those who, alternate between office and home environments. Acknowledging the emergence of a hybrid work model, where professionals split their time between cities or travel frequently, BlackBrick Bedford’s workspace is tailored to meet their needs. Featuring flexible seating arrangements, high-speed internet, and integrated technology solutions, it enables seamless transitions between remote work and travel without compromising productivity.
For guests seeking a harmonious balance between work and wellness, BlackBrick Bedford offers an array of amenities designed to invigorate the mind, body, and spirit. Research studies show that properties offering wellness facilities have seen a 30% increase in bookings. Whether it’s a workout session in the state-of-the-art gym, a friendly game on the padel tennis or volleyball or a refreshing swim in the pool, guests have access to a range of facilities to maintain their fitness routines. The property also features a scenic trail-running track winding through its lush gardens, providing an exhilarating backdrop for staying active and connected with nature.
Strategically located within a 15km radius of key business hubs such as OR Tambo airport, Sandton City, Johannesburg City Central, and Rosebank, BlackBrick Bedford is a magnet for discerning business travellers. Its prime location offers seamless connectivity for business engagements, city exploration, or travel connections.
Freedom’s Kitchin, the flagship restaurant of BlackBrick Bedford, represents culinary mastery rooted in Johannesburg’s vibrant culture. Headed by Kagiso Sebediela, a seasoned culinary professional and entrepreneur, this entirely black-owned establishment has flourished for more than three decades, operating in multiple locations across Johannesburg.
“Freedoms Kitchin is proud to be the restaurant partner to BlackBrick Bedford and we look forward to an exciting journey with the brand. As a young and agile business we have always looked for opportunities that push our business into new frontiers. The restaurant’s opening allows us to showcase to a broad spectrum of clientele what Africa on a plate tastes like. While the menu is continental we certainly look forward to introducing patrons to our fire style cooking in the lush gardens which is both an ode and old age preparation method of food in a more enhanced outdoor kitchen setup. Our motto ‘Don’t go home to feel at home’ fits right into the DNA of what BlackBrick is about”, says Sebediela.
