Kuala Lumpur, Malaysia – CelcomDigi has officially launched ‘Life,’ its new flagship physical store concept aimed at redefining telco retail through immersive, tech-powered experiences. Located at The Gardens Mall and Sunway Pyramid, the ‘Life’ stores mark a significant milestone in the company’s ongoing retail transformation journey, offering Malaysians a hands-on gateway into the latest in 5G, AI, and connected living solutions.
The stores are designed as dynamic experiential hubs where customers can explore and adopt cutting-edge technologies tailored to different lifestyles, from smart home integration and wellness tech to mobile content creation. CelcomDigi says the initiative reflects its commitment to evolving with the needs of over 20 million customers by combining physical retail presence with digital-first service innovation.
“Our retail transformation is a testament to our strong commitment to deliver exceptional service to our customers, every day,” said CelcomDigi CEO Datuk Idham Nawawi. “Malaysians continue to value the ability to touch, feel, and explore — and we are meeting this need through a bold, immersive retail experience with the technologies that are shaping our future.”
Spanning 3,500 square feet, each Life store introduces a pioneering “store-within-a-store” concept—the first of its kind in Malaysia’s telco sector. CelcomDigi has partnered with global giants Samsung and Disney to create dedicated experiential zones.
Samsung’s ‘The Stage’ showcases the latest in smart devices and wearables, including lifestyle tech and smart appliances. Shoppers can try out the products and purchase them directly through the “Endless Aisle”—a wall-sized interactive screen offering seamless online ordering, payment, and home delivery.
Meanwhile, Disney’s themed lounges add a family-friendly dimension to the retail space. At The Gardens Mall, the Pixar Connect Lounge features Toy Story-inspired decor and interactive apps for kids, while Sunway Pyramid houses the Marvel Connect Lounge, catering to superhero fans. Both lounges offer curated merchandise from DisneyStore.asia and hands-on digital content experiences.
The ‘Life’ store launch is part of CelcomDigi’s broader three-year retail transformation, which now includes more than 10,000 retail touchpoints across Malaysia. This includes over 50 CelcomDigi branded stores, more than 300 partner-operated CelcomDigi Express stores, and a robust network of trade channels. Together with its digital platforms, CelcomDigi now operates one of the largest integrated retail ecosystems for digital products and services in the country.
“Our Life stores bring together the best in connected technology and content all in one experiential space,” said Idham. “This concept reflects our commitment to make connected living more accessible, and to being a brand that Malaysians can trust and rely on in this age of digital-everything.”
