First Joburg FoodWineDesign Fair

"As the first event to combine these distinctive lifestyle areas and showcase the cream of local producers in each category, the fair promises a unique experience for connoisseurs and top-range producers alike," said Artlogic MD, Ross Douglas.

It will be set up across 5000 square metres of Hyde Park Shopping Centre's rooftop with its views over the east and north of Joburg, with the area transformed into an al fresco space with tented structures, theatre lighting and a 1000-seater dining area set in larger-than-life landscaping.

Artlogic established the Joburg Art Fair and has hosted it between 2008 and 2010. It attracts an average audience of 10 000 visitors during the four-day event.

The best in local cuisine

"The FoodWineDesign Fair 2010 will attract a similar audience with crossover lifestyle interests. They are people who want to experience the best in local cuisine, leading and boutique wines, and who furbish their living spaces with the works of top South African designers and artists," said Abeeda Hoosain-Hendry of Sanlam Investment Management.

As head of marketing, Hoosain-Hendry emphasises that SIM supports the idea of promoting products for their actual worth, rather than at speculative prices. "It is not only wealth that counts, but a sustainable quality of life," she said.

Niche markets

"The country's four supermarkets sell 90 percent of all food to consumers. But there are many South Africans producing great products in small volumes aimed at niche markets. It is these producers of venison, cheese, breads, charcuterie, chocolate, fresh produce and the like that we want to introduce to more palettes," said Douglas.

The focus is on interesting food-and-wine pairings, combined with an exceptional spacial experience. Chefs from across the country will prepare and sell food by the plate, while designer dining tables, offset against white walls and combined with unusual pieces of furniture will ensure a signature Artlogic aesthetic backdrop.

The fair's design section is curated by Source, the cuisine section is the responsibility of the team involved in the Neighbourgoods Market at the Biscuit Mill of Cape Town and Neil Pendock is in charge of electing wine producers.

The most original local furniture

Source wants to showcase the most original local furniture, ceramics, glassware, fashion and jewellery. International demand for South African design continues to grow significantly each year and visitors will see a representative cross-section of our most innovative and best.

The fair's partnership with Hyde Park Shopping Centre is timed to coincide with the unveiling of SA artist Willem Boshoff's Lexicon artwork on all the mall's skylights. This is part of the centre, with its iconic status as the hub of all thing luxe in the country's capital's plan to reinvigorate its 41-year-old legacy of integrating leading local art in its architecture.

The fair will undoubtedly also benefit from the mall's 450 000 monthly foot traffic at time when the city's customary frenetic pace starts to wind down and the prospect of combining a little Christmas shopping and stocking up for the holidays as part of a relaxing year-end excursion makes perfect sense; a fair time for Joburgers to be reminded of what they most want for their lives.

For further information and a full list of participants, go to www.foodwinedesign.co.za.