For decades , Johannesburg has suffered from an image problem . Rising crime in the 1990s saw the flight of capital from the central city , with companies relocating their offices to the suburbs and the area becoming a ghost town after dark . Johannesburg became an international case study in urban decay . But in recent years , South Africa 's largest city has been undergoing a rebirth . Thanks to a wave of young entrepreneurs bringing new life to the downtown real estate , hospitality and entertainment scenes , Johannesburg is gradually reinventing itself as the edgy , modern and diverse face of urban South Africa . Adam Levy is a property developer who was born and bred in the city , variously known as Jo'burg , Jozi and eGoli . After traveling the world in his early 20s , he returned home in 2003 with a vision of bringing some of New York 's hip designer living to his home town . See also : Young , urban and savvy : Meet the Afropolitans . Rather than looking to make a home in the city 's desirable northern suburbs , where many residents of the city set their sights , Levy focused on creating desirable new spaces in the city 's downtown , which for many residents had become a no-go area . In an old office building , he developed architecturally-designed apartments sought after by young professionals -- where he lives today . Read also : Dada Masilo , breaking all the rules . `` It was right next to the railway track , which most people had a total aversion about . No one wanted to live here and people were going 'Adam , you must be out of your mind . What would compel you to do that ? ' '' But the building had clear potential . `` Who in their right mind would n't want to have a view like this ? That , for me , was the catalyst ( for ) believing that people would want to live downtown , would want to be in an environment like this . '' Levy 's other projects include transforming a run-down warehouse into a hub of creative businesses . But reviving the city 's urban zones was not just a case of repurposing old buildings , he said : It was about creating a different mindset . `` You 've got to believe that you can change in the first instance ... You 've got to go out there and actively try and make a process of modifying the way people function , '' he said . `` I do n't believe in the culture of 50-foot walls and big electric fences . I think you can engender a different way of engaging with people . '' He said the city was beginning to `` find its feet , '' despite its troubled recent past . `` Too many of the bad stories make their way to mainstream media , so a lot of people have this negative perception of what 's happening in Johannesburg , '' he said . `` The things that are good make up 90 % of the stories , I can assure you . '' As crime gradually drops in Johannesburg , dining and entertainment precincts are springing into life . Ziggy Thabethe is a successful restaurant and bar owner , who said he tried to capture some of the spirit of the city during the thriving 1970s at his establishments . `` The city was once very vibrant , if you go back into time , '' he said . Although the majority of the population was suffering under apartheid , `` they were still able to say , 'Wow , let 's go out and have some fun . ' '' `` The offices were ( open ) and the city was pumping , and people used to come into the city for good meals . '' With money beginning to be reinvested in Johannesburg , people are starting to become more confident about heading out for an evening in the city again . `` I 'm glad I 've been able to attract a very diverse market in terms of my bars , '' he said . `` It will be Indians , Chinese , blacks and whites . It 's very ... rainbow nation . '' It 's not just locals who are noticing the difference . Johannesburg resident Masego Maponyane said the city 's new lease of life meant that visitors were no longer treating it as simply a transit point on the way to other destinations . `` Foreign tourists are ... coming here in their droves , and they 're absolutely loving it , '' he said . `` ( It 's ) no longer a bit of a taboo or risky thing to come here . '' Follow the Inside Africa team on Twitter : @ CNNInsideAfrica , Presenter Errol Barnett : @ ErrolCNN , Correspondent : @ Nkepile Mabuse .
Rising crime in the 1990s saw capital flight from Johannesburg , South Africa 's largest city . Companies relocated their offices , and parts of the city were a no-go area after dark . The government wasn't able to provide enough police or security for these new businesses, so they started hiring private guards.