Welcome to south Africa`s Jollywood

Milpark in Johannesburg has been received into a thriving business and residential area, thanks to the efforts of businessman and architect Jonathan Gimpel.

In recent years the area was fast becoming derelict after the fly-over connecting Empire Road and Barry Herzog Avenue stood unfinished for two years because of suspected structural problems.

However, Gimpel and two other businessman Brian green and Ricci Pollack, realised the area`s potential and started independent ventures in the same vicinity in Milpark in 2002.

Gimpel kick-started the development by opening a film studio in the old Atlas Bakery building.  He purchased the old 1951 building with the intention of converting it into storage units.

“I have always lived in the area and just loved the building.  My wife and I are both architects so we decided to buy it and upgrade it, “he said.

However, before he could do that, he was approached by film producer Anat Singh to use the old bakery premises as a studio because of the huge demand.  He is currently adding on another two.

“It grew because we realised there was no studios space in the city.  We now cater for every type of TV film, from game shows to documentaries to soapies.  Our core vision was to establish South Africa`s Jollywood – a precinct for the film and TV industry because of its proximity to the SABC.  A film school the biggest in the country – has purchased land, further enhancing the precinct.

“We did it along – there was no help from government at the time.  We now have people coming here for functions, including international companies such as L’Oreal, Sony and Discovery Health.

“We would never have guessed this a year ago.  Just in the last six months we have seen massive changes.  Milpark is becoming everything we ever dreamed of,” he said.

There other two businessmen also kept busy.  Brian Green refurbished an industrial type building at 44 Stanley Avenue, turning the buildings there into an exciting, eclectic neighborhood.  Ricci Pollack, just over the road from Atlas Studios, converted an old factory building into multi-million rand industrial loft apartments.

Gimpel also persuaded Mail and Guardian newspaper to purchase a building in Milpark and he designed their offices for them.  The area is now really a media precinct.Milpark, said Gimpel, was Johannesburg`s   “best-kept secret” with huge developments happening there.

It is only minutes from the heart of the city, and also equally close to Wits and the University of Johannesburg, the Milpark Hospital and Helen Joseph Memorial , Garden City Clinic, trendy suburbs such as Melville and, of course the SABC complex in Auckland Park.

Over and above the opening of the SA School of Drama and Film, the largest in the country and new studios going up, at least three new apartment blocks are under construction with units selling at between R320 000 for a studio apartment to close to R1 million for a three-bedroom flat.

Many old buildings which were either mothballed or neglected have been acquired and are due to be renovated.

The underground Galleria Shopping Centre, which has been standing vacant for the past four years, is being converted into a parking area and new shops are being built above ground.

Among new developments in the area are: the landmark Metal Box building has new owners; the Garden Court Hotel has signed an extension to their lease and is being refurbished; a new six storey residential block of 331 units – Milpark Mews – is under construction on the south – east corner of Empire Road and Barry Herzog Avenue with 300 already sold; over the road, on the south – west corner, construction has just commenced on a R60 to 75 million project of 150 units ranging in price from  R400 000 to R600 000, plus sectional title offices and ground  floor retail; the Media Mill, fronting on to Quince Street, is being extended with a number of additional commercial buildings while Atlas Studios on frost Street is entering its third phase with more studio spaces being added.

Two major new buildings on the consolidated University of Johannesburg west campus are the r50 million School of Tourism and Hospitality and their School of Design.

The historic “Laundry” on Napier Avenue, which is a group of 12 old factory buildings, has been sold for a car showroom.

This has drawn opposition from neighbours who fear the old buildings will be torn down.

They have lodged objections because they would like to see a work hub established there with trades such as metal work, carpentry and glass.

Directly opposite the Laundry, the German Old Age Home has been upgraded; the Milpark College has changed hands and is also being upgraded; the Early Bird building is being converted into lofts; the Sex Shop has been gutted and renovated for offices and the Corporate Clearout building has been sold.

Dale Lace Park has had a sign board up for development into offices.

Property agents say the apartments are selling like hotcakes with 320 out of 340 sold within three months.  Hassim Bahm, whose group, Golden Tatoo, operates the Holiday Inn Garden Court and is developing the shopping centre, said when the lease expired for the hotel last year, they had decided to stay in the area and refurbished the hotel.

“The Galleria was built underground in European style, which did not work in South Africa.

There are great things happening in Milpark and we are excited about investing here, “he said Gimpel, however, has not finished.  He is now venturing into Braamfontein where he has chased five buildings and is renovating them into what is called the Bridge Precinct which is an urban renewal project at the foot of the Nelson Mandela Bridge.

“We will be turning them into an “office supply” precinct which businesses in the inner city can make use if.  We believe that through our efforts, we are assisting the City of Johannesburg in its vision of rejuvenating the inner city,” he said.