Jacobs Coffee pop-up store warms Johannesburg

The Jacobs Board Game Cafe in Johannesburg, which launched on 24 May 2012, is a temporary pop-up store situated in Parkhurst off 4th Avenue. The objective is to provide a warm atmosphere and a trendy spot for people to connect with each other over a cup of coffee and board games.
Now doesn't this converted old Parkhurst house look all cosy for winter?
A black board alerting passersby to the board games pop-up store.
Games, games and yet more games.
Stunning designer interiors.
Inviting comfy sofa and club chairs.
Gamers in action!
Black board on one side of the entrance, reading: "BOOK NOW. Book your own soul 2 soul connection at 072 189 3012. Birthday party Kitchen tea Games night Re-union Date night Baby shower Jacobs Cafe."
Black board on the other side of the entrance, reading: BOOK NOW Up-coming events Theme nights 30 seconds Speed dating Pictionary with artists -------------------------------- Visit us on Facebook: Jacobs Kronung South Africa --------------------------------
One coffee to go coming up! (And, yes, those were Oreas waiting to be gobbled.)
How to score big in Scrabble.
Another comfy nook.
These days, how can you have an event without oh so trendy cupcakes? These ones are, of course, in theme...
How about a game?
Parkhurst is a quaint old suburb in Johannesburg. A number of houses have been turned into shops and galleries.
A view of the interior of the second room. There's also a patio and a garden.
Calling all wordsmiths! Forget fridge magnets - try giant Scrabble pieces on a magnetic board!
The branded Jacobs Board Game Cafe blanket which guests received on the night of the media launch. Simone gave hers away later that week to the , and according to tweets, so did Kraft.
Coffee-embracing bookends :)
"If we treat you nice, tweet us nice."
Board games collection bin for Mandela Day.
Cosy spot :)
Click on an image to enlarge. Photos: Simone Puterman: editor-at-large.


With no wi-fi or iAnything, the cafe offers a different approach to entertainment through an array of board games for patrons to play. The comfy couches call for a nostalgic game and old-fashioned fun, and the chance to relax from the digital world with a cup of Jacobs Verwohnaroma.

This pop-up store is the brainchild of Thurlow Hanson-Moore, ECD of thewinwingroup, executed through its brand activation business, mbongiworks. Mbongi is an Nguni word for "storyteller" or "story" and mbongiworks focuses on ideas that become stories that an audience wants to share.

Sampling campaign

Hanson-Moore told Bizcommunity: "As Jacob's below-the-line partner, we were tasked with developing a sampling campaign that would build the Jacobs brand. The Jacobs Board Game Cafe has generated the kind of in-store connection, excited word of mouth and animated viral chatter that translates into 'brand love'."

The cafe will be open till the end of August, with events scheduled throughout the winter months. Using the cafe as an event venue is free of charge and people are welcome to ensconce themselves there for meetings - it's all about connecting face-to-face, in the flesh.

Bizcommunity.com's editor-at-large, Simone Puterman (@SimoneBiz), was there for the media launch and took a few snaps.

The official hashtag is #jacobscafe.

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Updated at 5.27pm on 23 July 2012.


 
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