Looking at the supporting projects that embody Lafarge’s new brand positioning and ambition towards the “Building Better Cities” initiative.
Urbanisation is one of the biggest challenges of the 21st century. In the coming decades, cities will change substantially as population growth is anticipated to occur mostly in urban areas.
Lafarge aims to play an important role in the improvement of towns and cities, helping people to access better quality housing at a cost they can afford, with a lesser impact on the environment.
The “Building Better Cities” initiative emphasises the Group’s position as a solution provider with innovative products, the expertise and technical resources, as well as its commitment to help build more housing in cities – more compact, durable, better connected and beautiful cities.
The country chief executive officer (CEO) of Lafarge South Africa (SA), Thierry Legrand says: “Innovation in the building materials industry is of paramount importance. Concrete is no longer simply concrete. Quality and innovation make a huge difference to cost and ease of building technology performance and aesthetics. At Lafarge, we believe we have a marked difference and more than ever we want to develop innovative solutions to help build better cities.”
Lafarge SA is in the unique position to contribute to these ambitions through having a strong presence in all its construction-related business lines. The company has a well-established reputation for providing South Africa’s construction industry with innovative products, solutions and services.
The company is able to provide:
1. More housing in cities:
Lafarge SA is contributing to building better cities by finding solutions to help the country’s drive for more housing.
An example of this is Lafarge’s involvement in Cape Town’s Happy Valley housing development, where 1 200 affordable houses are being built with Lafarge ready-mix concrete pumped into custom-made steel shutters and Lafarge ready-mix plaster in order to accelerate the construction of more and better quality houses.
2. More compact cities:
Lafarge SA aims to offer efficient solutions for the construction of dwellings, commercial and retail facilities and leisure infrastructure.
Lafarge Gypsum’s 6,4mm plasterboard was extensively used on the Mall of the North to ensure a cleaner cut and easier handling with reduced breakage on site, while its superior finish reduces the cost of paint.
3. More connected cities:
Lafarge SA has an ambition of building better cities by providing materials involved in upgrading the transport infrastructure to ensure improved mobility for all people.
Ash Resources supplied its classified fly-ash products, DuraPozz and DuraPozz Pro, to major ready-mix concrete producers who were involved in the Gauteng Freeway Improvement Project (GFIP).
Gauteng is South Africa’s economic heartland and the province’s rapid growth was being constrained by the ageing road network. The GFIP consisted of upgrading and constructing 561km of roads and major interchanges.
4. More durable cities:
Lafarge SA contributed to building better cities by helping with the construction of a new sports facility that will be enjoyed for generations to come.
Lafarge SA supplied ready-mix concrete and service solutions to the spectacular Green Point Stadium in Cape Town for the 2010 FIFA World Cup.
By focusing on the strength and longevity of structures and by taking full account of environmental concerns, Lafarge was able to help provide more durable cities.
5. More beautiful cities:
Lafarge SA is able to create visually bold solutions by encouraging innovation in combination with performance and architectural expertise.
By providing its Agilia Vertical ready-mix concrete to the recently completed Podium landmark building in Menlyn, Pretoria, for a magnificent facade, Lafarge SA contributed to building more beautiful cities that generate a sense of pride and place.
“Our commitment to building better cities defines our clear sense of purpose. Our brand repositioning builds on the company’s established reputation: It represents a pledge to customers that Lafarge SA can be relied on to help provide innovative solutions for the diverse challenges that are continually being presented by construction,” Says Legrand.
Lafarge South Africa
Tel: (011) 657 0000