The refreshed experience will be progressively introduced across nine of its 12 managed malls. Key enhancements include a unified retail identity, revitalised concierge counters, roving Service Ambassadors and Singapore’s first in-store wayfinding and mapping solution.
These efforts span Frasers Property’s retail malls in Singapore, including those owned by Frasers Centrepoint Trust (FCT), which marks its 20th anniversary this year. As Singapore’s largest suburban mall owner, FCT’s portfolio serves around three million residents within three kilometres of its properties and welcomes nearly 230 million shopper visits annually.
“Malls have long been regarded as a ‘third place’, where people go to besides their home, school or workplace. In Singapore, however, they've evolved into natural extensions of our daily life. As we start thinking of our malls as a ‘second place’, we set out to create places where people feel they belong, and where everyday moments and community connections happen. By bringing service, design and innovation under a unified identity, we hope to deliver a more thoughtful experience at every touchpoint,” says Adrian Tan, managing director, retail at Frasers Property Singapore.
