ABSTRACT
This chapter briefly explores how Maboneng represents the successful physical and ideological annexation of city space through the process of global hipsterification in which hipsters/millennials use art, renovation, a specific design aesthetic and accompanying hipster ethos to both mask and justify the displacement of lower-income residents. Maboneng is actually very typical of Jozi's other privatised public spaces like the elite shopping malls and many of the people who fraternise at Maboneng's Sunday 'global' food market, for example, are in fact from the northern suburbs. Sawubona is a lifestyle magazine consisting of a few puff pieces interspersed with glossy-paged advertisements for various high-end commodities. The cover story was entitled, 'Jozi's Cultural Renaissance,' blazed across the page in red. Underneath the bold, funky font of the title appeared the logline, 'Through a creative process led by visionaries passionate about art and culture, deserted areas and derelict buildings in Johannesburg have been turned into trendy destinations'.
