Elevate: Touching the sky in Jo'burg's latest venue
Hoping to exploit the rejuvenation and new popularity of Jo'burg's old business district is Elevate Rooftop, a chic spot on the 16th floor of the Reef Hotel on Anderson Street.
With an incredible view overlooking the city, Elevate hopes to capture the attention of the upmarket cool crowd that wants to enjoy sundowners and good music in a stylish setting with glitzy contemporary furnishings.
"We want to be part of bringing the beauty and excitement back to the city centre," says Elevate's publicist Farah Fortune. "The Johannesburg CBD has been neglected for a while in terms of glitz and glam for the young execs and it is time to accommodate that.
"We are looking for people who enjoy something different. People who don't just want to party in the north of Johannesburg but appreciate all the beauty the city has to offer."
Like its older counterpart Randlords, Elevate will be used for private and public events.
The trendy venue is owned by the owner of Sandton nightclub Taboo, Chris Coutroulis and partners.
Similar to Taboo, Elevate's association with Coutroulis is evident in its décor – which he designed along with his partners.
"The décor was done with the space we had. We needed luxury and elegance. And that's what we did," said Fortune.
So what will set Elevate apart from Randlords, The Livingroom, The Beach and others?
"Elevate has an amazing service, the views are to die for and it's pure luxury in an intimate space," answers Fortune.