Singapore – Frasers Property Singapore has announced a refreshed retail brand and service identity across nine of its managed malls, aimed at creating more connected, inclusive, and vibrant community spaces that go beyond traditional retail.
The initiative, branded as “A Frasers Experience”, introduces a unified visual identity, upgraded service touchpoints, and Singapore’s first in-store wayfinding and mapping solution.
Guided by the company’s purpose, Inspiring experiences, creating places for good, the refreshed experience brings together design, service, and innovation across both physical and digital platforms, while allowing each mall to retain its neighbourhood character.
Participating malls will feature updated façades, concierge counters, service ambassador uniforms, and integrated wayfinding available via the Frasers Experience mobile app, mall websites, and in-mall totems.
“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,” said Adrian Tan, managing director, Retail, Frasers Property Singapore.
“By bringing service, design and innovation under a unified identity, we hope to deliver a more thoughtful experience at every touchpoint,” he added.
The refresh builds on the group’s long-standing community placemaking efforts, including inclusive programmes supporting seniors and individuals with disabilities, reinforcing Frasers Property Singapore’s commitment to people-centred retail environments.
