Northpoint City is among the participating malls that will adopt the unified retail brand system and enhanced customer touchpoints (Photo: Frasers Property Singapore)
Frasers Property Singapore will progressively introduce a refreshed retail and service identity across nine of its 12 managed malls, including those owned by Frasers Centrepoint Trust, as it aims to create community-first, inclusive and vibrant retail environments.
Key initiatives include a unified retail identity, redesigned concierge counters, roving ‘service ambassadors’ and Singapore’s first in-mall wayfinding and mapping solution, while allowing each mall to retain its neighbourhood character.
Malls in Singapore have evolved into “natural extensions of our daily life”, says Adrian Tan, managing director of retail at Frasers Property Singapore. The company is thus setting out to create places where people feel a sense of belonging and where everyday interactions and community connections take place, Tan adds.
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As part of the unified retail identity, Frasers Property has introduced an updated visual system across the participating malls, while allowing each mall to maintain its local character. This system brings together key visual elements, such as a customised mall brandmark, a signature service ribbon, and a portfolio-wide endorsement line, across digital and physical touchpoints.
As part of the unified retail brand system, community-inspired motifs are applied to wayfinding totems, guiding shoppers through the mall experience while reinforcing each mall’s unique identity (Photo: Frasers Property Singapore)
The endorsement line, “A Frasers Experience”, is now shown on each mall’s facade, signage, website, wayfinding systems, and the Frasers Experience mobile app.
The new identity balances portfolio-wide consistency with local neighbourhood character. Each mall features unique community motifs, co-created with employees and shoppers, that celebrate its culture, history and spirit. For example, Northpoint City’s motif draws from the area’s pineapple plantation origins, while Hougang Mall’s motif is inspired by the historic Kangkar wholesale fish market.
Accessibility and inclusivity underpin the refresh. The new in-store wayfinding and mapping solution offers turn-by-turn indoor navigation, barrier-free route guidance, and real-time location identification. These features make it easier for visitors, including seniors and persons with disabilities, to navigate the malls with ease and confidence. The solution also builds on existing initiatives such as the Inclusion Champions Programme, Dementia Go-To Points, and weekly Calm Hours, to better support individuals with autism, dementia and sensory sensitivities.
Across its malls, Frasers Property Singapore continues to position retail spaces as community hubs, hosting programmes in partnership with social service agencies, non-profits and government bodies.
The company is also expanding the Silver Social Spaces portfolio-wide initiative that supports active ageing.
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