It’s all systems go for East London’s new era of cultural luxury as Umhlobo Wenene FM (UWFM) and MaXhosa Africa collaborate to present the Impolo Yabahlobo Lounge at the Berlin November.
The much-anticipated collaboration is expected to blow revelers away at the Berlin Racecourse in Ntabozuko on Saturday.
The lounge is set to merge the prestige of SA’s heritage radio brand with the global design excellence of Laduma Ngxokolo’s MaXhosa Africa, creating a space that celebrates isiXhosa identity while positioning the province on the world stage.
UWFM’s EC business manager Loyiso Bala said the partnership came from a shared belief of celebrating the Xhosa culture.
“MaXhosa Africa has become a global symbol of Xhosa excellence, and UWFM is a heritage brand that carries the heartbeat of the nation. Bringing these two together felt completely natural,” he said.
The Lounge, designed for 500 VIP guests, tastemakers and cultural leaders, promises an immersive experience.
Bala said that guests will enjoy exclusive access to the Berlin November horse race, live performances by Nathi Mankayi, and sets curated by UWFM presenters including Pastor The DJ, Zintle “Babe-Zee” Mbusi, and Bukiwe “DJ Zeed” Zide.
He said MaXhosa Africa’s bold textiles and luxury decor will transform the venue into a display of African creativity.
“When you walk into the Lounge, you will see isiXhosa expressed through fashion, design, music, and the overall experience. These expressions become part of a global conversation about African luxury and creativity,” Bala said.
He said that seeing the level of detail, textures, and colours in the new MaXhosa Lifestyle store in Hemingways confirmed that the partnership was the right fit.
For Bala, authenticity remained the guiding principle.
“Authenticity is the starting point. If it does not feel true to who we are, then it is just noise. Innovation then becomes the creative way we tell that truth.”
Looking ahead, he hopes the Lounge will inspire young creatives in the Eastern Cape.
“I want them to believe that their ideas, identity, and creativity are enough. Globalisation can start here.”
As SA’s arts and culture scene continues to evolve, Bala sees events such as Berlin November laying down a blueprint.
“They show that culture is not something to preserve in a museum. It is something to live, to wear, to experience, to celebrate,” he said.
With elegance, heritage, and modern African luxury converging, the Impolo Yabahlobo Lounge is poised to redefine premium hospitality in the province and beyond.
Ngxokolo said he was proud to see MaXhosa play a leading role in elevating Eastern Cape events to world-class standards.
“We are excited, and going all out for Berlin November. We want to match the standard of activations that happen in Johannesburg and make sure our customers and aspiring customers receive the best experience,” Ngxokolo said.
