On 2 November, 2024, BlackBrick, Africa’s fastest-growing apartment hotel network, is officially launching its latest development in Umhlanga, making this the brand’s first footprint in KwaZulu-Natal.
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Building on the success of their Johannesburg and Cape Town properties, co-founders Jonathan Liebmann and Moritz Wellensiek, both being Durban-bred and Umhlanga raised, are excited to bring BlackBrick’s innovative concept back to their hometown.
“Blackbrick offers investors the opportunity to be part of a ground breaking project in one of the region’s most sought-after areas. Ultimately, real estate value appreciation is all about supply and demand. So, when supply is constricted and demand is high – prices continue to appreciate over time. The Umhlanga Rocks area, particularly below the highway as opposed to on the ridge, has extremely good fundamentals as the supply is constrained by having four key barriers on each side for new supply to come onto the market. These barriers being namely the ocean to our east, the Hawaan Forest to our north, the highway to our west and the residential suburb which doesn’t allow high rise buildings to be built to the south,” explains Jonathan Liebmann, Co-Founder of BlackBrick.
“Other reasons we believe have contributed to the high demand for properties in this area is that people want to move to a clean and safe neighbourhood managed by the Urban Improved Precinct (UIP). The area is also underpinned by a village high street that anchors it and brings life to it, which are all contributing factors as to why we felt the first BlackBrick development in KwaZulu Natal should be in Umhlanga rather than anywhere else. Along with our local development partners, Avoca, we are excited for BlackBrick to become an integral part of this community that is undoubtedly one of South Africa’s true pockets of excellence,” Liebmann says.
The beauty of system architecture
Located on Stanley Grace Crescent, BlackBrick Umhlanga will soon become a sophisticated redevelopment of a 1980s office building into a 10-storey ApartHotel. With 81 units—ranging from 1 and 2-bedroom apartments, most with sweeping sea views—the project blends the local flavour of Umhlanga with the dynamic BlackBrick energy. BlackBrick’s architectural team, from System Architecture, brings extensive experience with a proven track record.
Their work on Durban landmarks such as Pixley House, Warwick Junction Markets, and Salt Rock Estate demonstrates their ability to blend design excellence with functionality. Thanks to the careful consideration of Andrew Makin and his talented team at System Architecture, each unit will be flooded with natural light, offering private verandas, and fully furnished bespoke interiors.
A new kind of social, spatial experience
According to Makin, the inspiration behind the architecture and design for this project stems from the concept of ‘openness’. “Connectivity between inside and outside has redefined a new kind of social and spatial experience : openness. From the middle of the last century, across the subtropical world from California to Tunisia, the Indian Subcontinent to South Australia, Brazil to the east coast of Southern Africa, enclosing and separating walls have come down. The modern has finally intersected with the subtropical way of life that emerges from hot and humid summers, mild and refreshing winters, and soaking seasonal rain: the perpetual cycle of natural and creative fertility. The hard external wall has become almost redundant. The roof has transformed into a shading, rain-sheltering parasol. The distinction between inside and outside has blurred out of focus. So long as there’s a breeze, deep shadow is a welcoming sign of comfort, easy on the eyes and cool on the skin. BlackBrick has come to the subtropics”, enthuses Makin.
Art, architecture, design
BlackBrick sets itself apart as an African hotel brand where original art, architecture, and design merge with a global vision to create a platform that allows members to accelerate their lives while seamlessly transitioning between cities. With murals and public art traditionally serving as markers of public history and evolving culture, BlackBrick’s ethos transcends traditional development. Every BlackBrick building is designed as a multidimensional environment where art plays a central role, adding depth and creating a rich, immersive experience for its members.
The network effect
“Inspired by our own experiences of living between cities, BlackBrick was built for on-the-move business and leisure travellers who value flexibility, community, and a seamless blend of work and play. We’ve curated vibrant, locally relevant spaces that connect like-minded people across South Africa” says Wellensiek.
So, apart from being a lucrative investment opportunity, BlackBrick Umhlanga’s residents will also have access to a nationwide network of ApartHotel facilities. Investors will enjoy exclusive benefits, including 10 free days of accommodation annually at any BlackBrick location, and a 15% discount on all network reservations. As a 360-degree platform, BlackBrick designs, develops, and operates its properties post-completion, offering investors a fully managed solution that ensures consistent returns.
According to Blackbrick’s co-founders, they are the first developers to provide investors with fully managed services, allowing them complete freedom in terms of the duration of stay, resulting in higher than market returns. “Our approach ensures that once the project is completed, we stay involved, making sure the property continues to deliver value for years to come,” adds Liebmann.
Proven track record
With four buildings successfully completed in Johannesburg and Cape Town and two more in the pipeline, BlackBrick’s Umhlanga project marks the brand’s sixth development and its very first in Durban. This expansion continues BlackBrick’s trajectory as Africa’s fastest-growing apartment hotel network, having achieved over R1 billion in sales since 2019. Development partners, Avoca Developments, serve as a perfect match for the project also having an impressive track record in delivering high-quality projects on time and within budget, including several in the high growth Umhlanga Ridge area.
“Returning to Durban to develop BlackBrick Umhlanga feels like a homecoming for us. My mom’s design studio was in this very building that we are reimagining and it’s exciting to bring a project of this magnitude to a city that holds so much meaning for us. We’ve always envisioned building a landmark in our hometown, and this development is that dream realised,” adds Liebmann when reflecting on the significance and passion behind this project.
As BlackBrick continues to expand, both locally and making strides internationally, this Umhlanga project is an essential part of its mission to create a global network of ApartHotels. Whether in Johannesburg, Cape Town, or soon Umhlanga, BlackBrick’s members are empowered to move freely between cities, blending work and play in a community-centric environment.
For more information about investment opportunities in BlackBrick Umhlanga or to schedule a visit, info@bb-umhlanga.co.za or contact 087 474 2997.
