The Main Mall in Gaborone needs more than a facelift, it needs a renewed purpose

• by gmashworth
• in Creative
• posted April 22, 2018

I’ve lived in Gaborone for a few years now, and I have a lot of respect for the Main Mall. It holds historical weight as the first mall in Botswana—but unfortunately, that’s about where the sentiment ends. It hasn’t seen much TLC in quite some time. While new business districts and glitzy malls continue to spring up, the Main Mall has largely been left behind… until now.

Gaborone City Council recently announced plans to invest P1.2 billion into revitalising the Main Mall. The project—apparently led by a group of young professionals—includes an ambitious redevelopment of the council’s headquarters and surrounding areas. It’s encouraging news, and it’s heartening to know others still see the value in breathing new life into this iconic space.

That said, some of the proposed illustrations feel overly abstract. I do want modernisation—but if we’re talking about spending over a billion pula, we need to get it right. A facelift implies surface-level improvement, but the Main Mall needs something deeper. It needs a renewed purpose.

Now, I’m no architect or urban planner—but my profession revolves around branding and identity. And what the Main Mall truly needs is a rebrand: a rediscovery of its place in Gaborone and its role in our collective story. In my view, it could become Gaborone’s capital of culture and history.

Culture as Currency

I’ve always believed Gaborone has untapped potential when it comes to tourism. Not everyone seeks out beaches or safaris—some people are drawn to cities, to heritage, to places with a story. Think of London: often grey and rainy, yet endlessly visited. Why? Identity. Character. Culture.

Tourism is a crucial economic driver, contributing significantly to Botswana’s GDP. It doesn’t just generate revenue—it creates jobs. With high unemployment, Botswana must leverage every opportunity to grow its tourism offering. Why not begin here, in Gaborone?

Revitalising the Main Mall could attract travellers and locals alike. It could create new employment, draw investors, strengthen the Pula, and bring pride back into the heart of the capital. The Main Mall could be a space where people experience Botswana.

Imagine entering through the iconic gateway into a space that celebrates our past and embraces our future. A starting point could be the museum/library as a hub for history and learning. Part of the current structure could be opened up for a permanent stage—showcasing live performances, local music, and traditional dance. A true cultural bridge between the old and the new.

Inspired by Afflecks Palace

When I think of what I miss from the UK—besides friends and family—it’s those unique spaces you can’t replicate. One such place is Afflecks in Manchester. It’s an indoor market of independent stalls, alternative fashion, vintage shops, artists, barbers, tattooists, cafés—you name it. It was originally set up to help small businesses get started, with flexible, affordable rental terms and no long-term commitments.

Why not apply that model here? Gaborone’s modern malls are beautiful, but uniform. The same South African franchises. The same food. No surprises. Local entrepreneurs can’t always compete with the overheads. A New Main Mall could be a launchpad for small businesses—a vibrant hub for startups, artisans, creators, and food vendors.

Let embassies curate mini-cultural zones. Let local talent have the spotlight. Make it diverse, unpredictable, and proudly local.

Enter the Hive

One fascinating concept I came across was the Hive-Inn—a modular structure made from shipping containers, designed by OVA Studio in Hong Kong. It’s flexible, eco-conscious, and scalable. Though originally conceived as a hotel, the model could work perfectly for retail or culinary use.

Shipping containers could be personalised abroad and delivered straight to Gaborone—housing anything from food vendors and coffee shops to craft stalls and even pop-up global brands. Picture a McDonald’s or Zara testing the waters in Botswana without committing to permanent real estate. If it works, they stay. If not, the container can be swapped out or repurposed.

And because each unit can be uniquely branded, there’s advertising potential too. If the Council owned a portion of the containers, rental and advertising revenue would help recover the initial investment—possibly making the project self-sustaining in the long run.

This kind of innovation wouldn’t just modernise the Main Mall—it would put Gaborone on the map.

These are just ideas, of course. But I truly believe the Main Mall still matters. It could once again be the main mall—an inclusive, energetic, and culturally rich destination for everyone. The P1.2 billion proposal may not be perfect, but it’s a start. A necessary one.

Judging by social media, many Batswana feel uncertain or uninspired. That’s understandable—there’s nostalgia tied to this place. The Main Mall holds memories. It’s part of the national psyche. But preserving its past doesn’t mean freezing it in time. Reviving it with purpose means making it matter again—not just to the few, but to everyone.

Let’s make the Main Mall mean something again.

Image source: Afflecks – afflecks.com / The Hive-Inn – OVA-Studio