Prisca Tshuma, Staff Writer 
BRANDS People Integrated Solutions (BPIS) plans to transform Joina City into a digitally enabled retail and media platform, as part of a broader strategy to unlock value from existing urban assets in Harare’s central business district.
BPIS is serving as the strategic partner, providing the commercial, retail, and monetisation framework, driving the upgrade, while New World Property Managers are the asset managers and investors behind Joina City.
In an interview with The Financial Gazette, BPIS president Lionel Marumahoko said the group was shifting away from traditional property development in favour of technology-led upgrades that enhance asset performance and long-term sustainability.
“Our current focus in Zimbabwe is not limited to conventional brick-and-mortar development, but rather on enhancing the performance, relevance, and sustainability of existing urban assets through technology-led interventions,” Marumahoko said.
BPIS has positioned Joina City, one of Harare’s most recognisable commercial landmarks, as a flagship initiative for its data-driven retail asset management model.
The approach integrates physical retail space with digital infrastructure, advanced analytics and media monetisation.
“This strategy is underpinned by more than 25 years of hands-on experience in managing shopping centres and monetising common areas across Southeast Europe and Africa, including Greece, the Balkans, and Kenya,” he said.
“Over this period, we have consistently focused on maximising asset performance through disciplined operations, strong tenant curation, and innovative commercial use of shared spaces.”
Marumahoko said limited access to capital had reinforced the case for adaptive reuse over large-scale new developments.
“…in a capital-constrained environment, the highest immediate returns are generated not by speculative overdevelopment, but by unlocking latent value within established assets,” he said.
Capital investment in Zimbabwe’s real estate sector remains constrained, leaving agents and developers heavily reliant on cash transactions and diaspora funding.
By integrating digital infrastructure, data analytics and artificial intelligence into property management, BPIS aims to increase revenue while easing pressure on balance sheets.
The company stated that the Joina City upgrade is expected to revive foot traffic in the CBD, increase customer dwell time, and support higher-quality commercial activity.
Marumahoko added that the model promotes job creation in marketing, technology and operations, while strengthening the competitiveness of the urban economy.
“The market increasingly rewards owners and developers who prioritise adaptive reuse, operational excellence, and alternative revenue models.
“In this context, technology is not a luxury but a necessity,” Marumahoko said.
He said AI-enabled analytics play a critical role in optimising pricing, inventory and advertiser mix, ensuring maximum return on investment for advertisers and improved yields for landlords.
