A story of impact and progress

At the 2025 Investing in African Mining Indaba, we collaborated with our client, Anglo American, designing and producing an immersive networking lounge anchored by their campaign message: “Inspiring each other to succeed.”

We used immersive storytelling to bring Anglo American’s brand to life.

Our concept, ‘A Story of Impact Over Time,’ took visitors on a journey through the company’s past, present, and future to educate, inform,
and engage delegates on the brand’s progress and positive impact over time.

Activations were conceptualised to engage visitors in a sensory experience within each section of the lounge.

INSPIRATION

The campaign message centred around collaboration anchored all the content
within the exhibition lounge and around the CTICC venue.

We divided the lounge into three distinct sections, guiding visitors through
Anglo American’s history, current day projects and future strategy.

One of the exciting initiatives that we wanted to highlight in the lounge,
was the brand new WITS Anglo American Digital Dome.

PAST

The lounge experience began with the “past” section, highlighting the start of Anglo American’s journey of impact. Upon entering, visitors walked through an immersive LED light tunnel, unpacking the company’s history through an animated timeline and static graphic panels.

PRESENT

We welcomed guests to the “present” section, the part of our lounge that showcased Anglo American’s present impact and projects that demonstrate
their purpose.

In this section we engaged visitors with our dome activation. Inspired by the
state-of-the-art WITS Anglo American Digital Dome, delegates were ushered in,
five at a time, to watch an immersive 360-degree video experience about
Anglo American’s impact, through partnership with key stakeholders.

FUTURE

As the journey progressed, delegates walked through to the “future” section, greeted by a coffee station with a coffee pod installation that encouraged our guests to grab a coffee before starting conversations about the future of mining. In line with Anglo American's focus on sustainability, our coffee pod installation was created using recycled coffee pods.

Continuing our intention of immersive storytelling, this section offered a glimpse into Anglo American’s evolving strategy and future plans, through designated panels and screens showcasing the future of Anglo American’s divesting businesses. This space also offered seating that allowed guests to share ideas and relax in conversation.

Finally, our human-sized book installation showcased Anglo American’s evolving strategy to unlock significant value in their global portfolio. This interactive exhibit was a focal point and conversational piece, featuring a photo opportunity within the book’s pages, set against striking Anglo American images, allowing visitors to see themselves as a part of Anglo American’s future and success.

The book represented a new chapter in Anglo American’s story, symbolising a future full of possibilities and growth.

The design and layout of the lounge aimed to create a truly immersive experience from beginning to end.

GALA DINNER

The Annual Investing in African Mining Indaba Gala Dinner 2025 was hosted at Vergelegen Wine Estate and attended by over 400 top delegates.

Anglo American was the headline sponsor, and we ensured that the key theme from the lounge appeared consistently through this prestigious event with the design of special programmes, menus, and other key branded collateral items.

RESULTS

Throughout the three days, the Anglo American lounge attracted over 2,000 guests, with 1,000 visitors on the first day alone. This marked a successful and engaging exhibit on the Mezzanine floor of CTICC venue.

Office branding: Shaping the future together

In 2021, Anglo American South Africa consolidated its offices into a single location at 144 Oxford in Johannesburg. As part of a drive to entrench the strategic future and brand messaging of the business in the minds of its employees, we were tasked with creating a series of interior signage and branded art installations for each of Anglo American’s business units. Each installation focused on connecting the people with the individual mining products that fuel the business and their role in the broader business.

The installations in the reception area focused on showing the global presence of the business and the individual’s role in those operations. The map was constructed from a combination of steel and copper sheets, and mounted to create a curved, globe-like effect. Individuals were prompted to envisage themselves in the mirror installation, placing themselves in the journey of creating a better future when working together.

Makarapas are rooted in the history of South African mining, evolving from the miners’ hardhats into a uniquely South African football supporter attire. We wanted to reflect this history and the intersection between culture and industry, by commissioning a series of bespoke makarapas from the authentic artisans in Johannesburg. The themes of these sculptural helmets reflected the minerals, biodiversity and people located in the various mining communities that Anglo American operates in.

In a drive to show the diversity of Anglo American’s people we partnered with a local LEGO supplier to create a series of over 300 unique LEGO figurines.

Each business unit within the broader Anglo American organization focuses on a specific mineral. To showcase the importance and broader usage of these minerals beyond the mining sector, we developed a series of infographic sculptures visualising the applications of Anglo American’s mined minerals in everyday life situations.

The new strategic journey had to be championed by the leadership. As a formal pledge, we collected the signatures of leaders at various levels within the business unites and overarching teams to create a brass-cut frames installation to feature within the c-suite lounge.

We created a custom-built typographic installation within the finance department made completely from individual 50 cent coins. The ageing of the coins created a unique effect, resembling glitter shimmering in the light. The installations speaks to the idea that every piece, no matter how small, contributes to greater whole.

We also created a series of sculptural mandalas built from keys and resin discs, speaking to each employees ability in unlocking the potential of Anglo American and South Africa.

We commissioned a custom octagon string sculpture to reflect the facets and colour refractions of a diamond. This reflected the purpose statement of De Beers, a subsidiary of Anglo American in the mining sector.

Other installations visualised the various aspects of Anglo American’s values and purpose statements. This included a single-line illustration made from corten steel, layered wood icons to communicate the organisation’s values and a digital ticker tape, highlighting individual employees and their contribution in building a better business.

Nedbank Airport Lounge

Nedbank is one of Africa's leading financial services organisations, and as part of their loyalty and rewards programme, they wanted to investigate the potential of offering an airport lounge experience for their clients to help elevate and differentiate the Nedbank brand experience. This created the opportunity to develop an airport lounge concept that puts the client experience at the centre and goes beyond what current airport lounges offer.

We developed a curated experience that is ever-changing and promotes the African creative economy through art, furniture, objects, and food. The lounge incorporates the latest in digital technology, offering a personalised service using geo-tagging and the current Nedbank App to ensure the lounge experience is different from that offered by any other airport lounge.

The lounge caters for both business travellers and families and includes a banking concierge service, work areas, rest and relaxation areas, meeting pods, and family-friendly pods. This concept could also be translated into a city lounge.

The Nedbank Airport Lounge provides guests with an understated space that takes them on a journey of textures, offering a visually inspiring and tactile experience. Inspired by an art gallery, the lounge combines elements of the African creative economy, showcasing local talent and craftsmanship. What sets this lounge apart is the opportunity for guests to not only admire the furniture and artwork but also purchase them, with every piece of furniture, artwork, and accessory available for purchase. This unique feature allows visitors to bring a piece of this meticulously curated space into their own homes, creating a lasting connection and appreciation for the artistry on display.

The space offers a captivating atmosphere where raw patinas contrast with muted soft fabrics, creating a harmonious blend of textures. This juxtaposition of elements adds depth and richness to the space, evoking a sense of understated elegance. The interior seamlessly combines raw and organic textures with refined contemporary craftsmanship, showcasing the talents of skilled artisans. The result is a visually captivating environment that invites guests to immerse themselves in the beauty of the African creative economy.

An ever-evolving digital space that reflects the local creative economy.

Mining Indaba 2022: The 4D cinema

Mining Indaba is one of the most highly anticipated events in the industry, welcoming mining professionals from all over the world. The event is solely dedicated to the successful capitalisation and development of mining interests in Africa, with a unique and widening perspective of the African mining industry.

After two years of COVID-19 restrictions and isolation, the closest people got to exhibitions was through a digital screen. Right up until the 28th Annual Investing in African Mining Indaba.

And with the historic and successful launch of Anglo American’s world’s first hydrogen-powered haulage truck just days before the event, we knew we had no choice but to keep the momentum. After all, delegates flew in from all over the world to get a real-time update on what’s new and what’s changed in the world of mining.

Anglo American is re-imagining mining to improve people’s lives. To tell the story of what it will take to ensure a sustainable future for all, we produced an 8-minute feature film titled Earth: Unlimited Possibilities, exclusively for the Mining Indaba’s first ever 4D cinema experience. The film outlined the key actionable points around the importance of the change needed. We developed and produced an innovative cinematic experience, projecting floor-to-ceiling and wall-to-wall 360-degrees around the audience.

We told the story of a carbon-neutral future, and delegates left feeling inspired and more aware after learning how Anglo American is stepping up to set the pace in the fight against climate change.

Our planet is deteriorating fast, and the rapid change in climate is putting us in a deficit of clean air, safe drinking water, sufficient food, and more.

Yet, even with all those issues, the earth provides us with unlimited possibilities to adjust how we
give back to it.

The mining industry all over the world has the challenge of unearthing useful minerals for our benefit with the least amount of harmful fuel emissions to our planet.

Being that Anglo American was the platinum sponsor for the 28th Annual Investing in African Mining Indaba, all eyes were on us to share the rollout of our highly innovative Sustainable Mining Plan to address climate change.

The challenge was to keep the momentum from the recent historic and successful launch of the world’s first hydrogen-powered haulage truck. And ultimately to creatively educate delegates on Anglo American’s mission in mining for the future.

We need to ensure that this video is seen by not only the mining community at Mining Indaba but South Africa or even the world.

Our exhibition included its very own, first of its kind at any mining expo, 4D cinema. With this cinematic experience, we were able to innovatively captivate the audience as they learned about Anglo American’s impact. Delegates were treated to an 8-minute feature film titled “Earth: Unlimited Possibilities”, which was projected as a 180-degree viewing experience with cutting-edge 4D effects.

We showed from 09:00 to 17:00 every day and welcomed thousands of delegates for a viewing of just over 300 shows in record time. With every viewing, delegates had the chance to enjoy a truly immersive cinematic experience with 4D effects such as mist, heat, smoke, wind, and scents. We captured Anglo American’s Sustainable Mining Plan in a sensory stimulating way that left our delegates with a memorable experience of the unlimited possibilities of our earth at an otherwise traditional mining event.

In the film, our visitors enjoyed a sensory experience that explored the development of our world-class nuGen Zero Emissions Haulage Solutions to curb and reverse the effects of climate change.

One of the key highlights at the Anglo American stand was the H-Table which consisted of a model representation of the Mogalakwena mine. We built functioning mini hydrogen trucks to showcase how hydrogen technology works and the science behind it. This feature on the stand attracted a large number of visitors.

The overall visual language was based on the concept of balance, the same balance that is central to mining’s sustainable future across innovation, environmental impact, and social contribution. Symbolic of the symbiosis and balance required for mining to continue to contribute and flourish. The oversized bulkhead took its shape from the bowl of a mining haulage truck, creating an impactful and standout display from all corners of the expo hall.

The stand was created around the 4D cinema with additional touchpoints, activations, and gifts to ensure all delegates had the opportunity to learn more about how Anglo American is planning to change the future of mining.