Singapore – Frasers Property is turning shopping malls into classrooms for green living with a six-week campaign aimed at families and younger consumers in Singapore.
The developer’s Singapore retail arm has launched “Green-Coded–Live the Sustainable Life”, running from 16 March to 3 May across ten malls.
The initiative mixes hands-on activities, environmental education, and shopping incentives—part of a broader push by mall operators in Asia to fold sustainability messaging into everyday retail experiences.
At the centre of the programme is the theme “Green Living, Green Driving”, built through partnerships with Mandai X, Tesla, and the National Environment Agency.
The idea is simple: turn routine mall visits into small lessons about conservation, clean mobility, and responsible consumption.
“Sustainability comes alive when people can experience it for themselves,” said Adrian Tan, managing director for retail at Frasers Property Singapore. Working with partners such as Mandai X, Tesla, and NEA allows families to explore how everyday choices—from transport to recycling—can shape environmental outcomes, he said.
The campaign introduces a series of child-focused experiences designed to make environmental topics less abstract.
One highlight is the Mandai X Ranger Buddies Mission, a gamified mall adventure built around Pedro the sea lion. Participants move through puzzle stations while learning how recycling, reducing plastic use, and saving energy can protect wildlife.
At one station, children tackle a sliding-puzzle activity featuring Bloobin, a recycling mascot developed with the National Environment Agency.
The exercise teaches participants how to sort materials correctly—plastics, metals, paper, and glass—a small but persistent challenge for urban recycling systems.
Meanwhile, mobility takes centre stage at the Tesla Junior Driving School, where children steer miniature electric vehicles through a short driving course.
The activity introduces young visitors to electric mobility and the role EVs play in reducing urban emissions.
Retail incentives accompany the educational push as shoppers who spend S$120 in a single mall can redeem a limited-edition eco tote designed with local creative studio Tell Your Children, blending minimalist Japanese-inspired design with everyday practicality.
Another initiative invites visitors to drop off used contact-lens blister packs for recycling.
The programme is run with design collective TWOOAK and recycling platform Plastify, which convert the plastic waste into furniture pieces.
Beyond environmental messaging, the initiative also carries a community element as Frasers Property has partnered with The Food Bank Singapore to support students from lower-income families through a Back-to-School Support Kit drive.
Each S$13 donation funds a kit containing breakfast items, snacks, and school stationery, with the company matching donations dollar for dollar.
The mall campaign forms part of Frasers Property’s broader sustainability strategy across its Singapore portfolio.
