Made in the Cape Market, an immersive retail experience powered Wesgro, has officially opened at the V&A Waterfront.
The market is one of the ways that Wesgro – the official tourism, trade, and investment promotion agency for the province – is assisting Western Cape exporters gain traction in high-visibility areas, showcasing premium, sustainably crafted products from 45 local exporters.
The market’s location outside H&M and Havaianas stores will provide maximum exposure for the local exporters. Historically, the V&A welcomes up to two million domestic and international visitors during October.
The market is unique in that it brings together both the physical and visual – by combining audio, visual, and tangible elements, brought to life through augmented reality, to provide a highly immersive retail experience.
Through product categories informing the market’s themes, the store layout takes shoppers on a journey through the Cape’s wine, design, and floral kingdom – with unique stories and fun facts shared through immersive storytelling.
“The Made in the Cape brand reinforces values that underpin the Western Cape’s products and services. Through meticulously crafted miniature stage sets, shoppers are given a glimpse into what goes into the products available for purchase, who is behind the craft and why it’s geographically significant. Via prompts at each scene, they’re encouraged to take out their mobile phones and scan the stage sets, where captivating stories are brought to life through augmented reality, reinforcing that if it comes from the Cape, you can expect quality and sustainability,” explains Chief Marketing and Innovation Officer, Jean Scheltema.
Cape Trade Portal
The Cape Trade Portal, a virtual trade manager and 24/7 matchmaking platform that launched over a year ago, continues to attract local exporters as well as new buyers from around the globe.
Providing a dedicated resource centre, tools, insights, and expertise to support Cape sellers on their export journey, the portal is home to over 1 000 exporters, close to 6 000 products and services, and 277 international buyers.
Wesgro CEO, Wrenelle Stander, said: “Trade innovation is a key focus for Wesgro. Exporters registered on the portal are reaping the rewards of a multi-year effort. Following the success of the highly targeted digital campaigns in key source markets – including the UK and the US – the market forms part of our domestic consumer awareness as well as a drive to onboard new exporters. With the international allure of the V&A Waterfront, we’re giving our products and services centre stage.”
