Marketing Featured Southeast Asia

Bugis Town launches one-of-its-kind Nike concept store, full-pledged esports hotel

Singapore – Bugis Town (comprising Bugis Junction, Bugis+ and Bugis Street) has launched 20 new brands, including one-of-its-kind Nike by Bugis concept store and Singapore’s first full-fledged esports hotel by ARENA. 

Bugis Town reinforces its position as a 24/7 lifestyle destination for the young and young-at heart with non-stop entertainment and exciting flavours across three malls connected to Bugis MRT station. Through this, consumers can explore more than 20 F&B, fashion, lifestyle, and entertainment brands progressively launching at Bugis Town in 2H 2022. 

At Bugis Junction, consumers can look forward to Nike by Bugis, an exclusive retail concept by the sports brand dedicated to bringing sports closer to the Bugis community with personalised shopping experiences. Swing by supermarket CS Fresh by Cold Storage to pick up some fresh produce and gourmet treats and visit BHG Bugis to check out its revamped home and children’s department. Consumers can also satiate their hunger pangs at the new dining zone on Level 3 featuring familiar favourites like Fu Lin Fried Yong Tofu and King of Prawn Noodles as well as Malaysia Boleh!, the Malaysian hawker-fare food court by the Fei Siong Group. Fans of mala (numbingly spicy in Chinese) flavours will delight in the opening of Wei Geng, a new-to-market restaurant specialising in Sichuan cuisine. 

Steve Ng, general manager of Bugis Town, Funan and Raffles City Singapore, said, “CapitaLand’s network of malls in the downtown area remains a huge draw for retailers to set up their flagship stores or new-to-market concepts across a diverse mix of trade categories from fashion and beauty, to dining and entertainment offerings. We welcome shoppers and tourists alike to immerse themselves in new retail experiences and enjoy specially-curated shopping and dining deals, both in-store as well as on the CapitaStar app.” 

At Bugis+, consumers can get ready for an elevated movie-going experience at Golden Village’s eight-screen multiplex opening end of the year, where not just one but two halls are reserved for Gold Class Express cinemas. For more leisure options, consider spending quality time at HaveFun Karaoke or Boulder Movement. For retail therapy, drop by UNIQLO, which will be unveiling its refreshed store in September. Those seeking new flavours can look forward to the opening of Chinese barbeque restaurant Meow Barbecue’s first outlet in Singapore, and a new outlet of chain restaurant Yang Guo Fu Mala Tang. 

This August, Bugis Street will be welcoming ARENA eSports Hotel, South-East Asia’s biggest integrated esports gaming arena and themed hotel where hotel rooms double up as private gaming rooms equipped with professional-grade Esports equipment. ARENA offers co-working, co-playing and co-living facilities across 25,000 square feet (sq ft) of space.

Features include a 2,000 sq ft gaming arena, 76 private gaming hotel rooms, an integrated online Esports 3.0 platform, automated cashless check-in and out system and an esports lounge. Bugis Street is currently undergoing enhancement works to refresh its facade and improve its connectivity. A new link bridge connecting Bugis Street with Bugis+ is expected to be completed by November 2022. 

Meanwhile, Funan integrates both online and offline shops whilst offering curated experiential workshops and community engagement programmes that are popular with young professionals and the social media-savvy crowds. Since the start of 2022, Funan has welcomed RazerStore, the first pop-up store of lifestyle brand for gamers Razer; Smile Dessert, a China-based international dessert franchise known for its Instagram-worthy themed cafes; Smile Martabak, the first physical store of online F&B brand specialising in Indonesian street food martabak; and Legendary Hong Kong, which offers an authentic Hong Kong teahouse dining experience. 

In the coming months, shoppers at Funan can look forward to more new store openings in F&B, wellness and fashion. These include Hong Kong noodle chain TamJai SamGor, Japanese confectionery Chateraise, new-to-market Japanese grill house GYO GYO by Minor Food Singapore, Super Coco, which offers concoctions of ice-cold and refreshing coconut tonic blends and shakes and Mendo, which serves a wide range of authentic and healthy Japanese donburi, noodles and handrolls at affordable prices. Also coming soon to Funan are the first physical store of homegrown online fashion brand Young Hungry Free, skin spa Skin Belief, and Futurum Academy school for the digital art.

In addition, Raffles City Singapore is on track to complete the reconfiguration of about 111,000 sq ft of retail space across Levels 1 to 3 by 4Q 2022. Shoppers can look forward to a pipeline of over 50 well-established, premium brands, across fashion, beauty and lifestyle categories, with new retail formats and premium shopping experiences. 

British retailer Marks & Spencer makes a ‘bigger, better, fresher’ comeback to Raffles City Singapore on 24 June 2022 with more than 14,000 sq ft of space, offering apparel, beauty, homeware items and the second-largest M&S food hall in Singapore that features a grocer and an in-store bakery. French beauty brand L’OCCITANE has also launched its first eco concept boutique in Singapore on 23 June 2022, which uses over 80% of recycled materials to furnish and design the store, as part of the brand’s commitment to reduce waste.

Located at Raffles City Singapore’s main entrance that is connected to the City Hall MRT station, Paris Baguette’s new flagship store opens on 23 June 2022 and incorporates its first ever, exclusive teatra premium tea retail concept. Sporting a garden-like, European alfresco look, the Paris Baguette x teatra café-retail concept includes an in-store tea brewing bar that allows customers to try and create their own tea packages. It also retails teatra gift sets packaged in fresh floral tins and boxes that are perfect for tea parties or occasion-gifting. Among the store’s new menu items are handcrafted fruity mulled wine and tea infused mocktails that are tasty thirst quenchers during shopping breaks. 

Other upcoming stores at Raffles City Singapore include supermarket CS Fresh by Cold Storage, Canadian athletic apparel retailer Lululemon, as well as luxury beauty brands Aesop, Chanel, Diptyque and Gucci Beauty. The mall will also be home to CREED’s first standalone boutique in Singapore, offering exclusive services and the full Les Royales premium range; GIVENCHY’s first standalone boutique in Singapore with exclusive products and services; and GUERLAIN’s first flagship boutique in Singapore with an exclusive skincare cabin and its full collection of fragrances. 

Raffles City Singapore is also elevating its premium shoppers’ experience in the mall by engaging them with exclusive events all-year round. In April 2022, a select group of the mall’s by-invite only Raffles Prestige members were given the VIP treatment at newly-opened Acqua di Parma store, where they experienced first-hand the Italian Barbieri grooming service; enjoyed a private viewing of the Montblanc Glacier collection and a sumptuous dinner at The Providore. Raffles Prestige members can look forward to more exciting bespoke VIP experiences, including exclusive invitations to events and previews, priority concierge services and personalised gifts. 

With the easing of community measures, CapitaLand’s downtown malls are welcoming the return of the office community with an exclusive Office Privileges Programme, in which they can enjoy over 80 exclusive shopping and dining deals via the CapitaStar app. Participating malls in the programme are Bugis Town, Clarke Quay, Plaza Singapura and Raffles City Singapore.

Tourists who present their passports at CapitaLand’s downtown malls’ Concierge (except Clarke Quay) can sign up for CapitaLand Malls’ Tourist Privilege Programme. Participating CapitaLand malls are Bugis Town, Clarke Quay, IMM, Plaza Singapura and Raffles City Singapore. Tourists who spend a minimum of S$1,000 at any three of the participating malls within the same day will enjoy a complimentary ride to the airport for their departure flight. 

Marketing Featured Southeast Asia

STB, CapitaLand team up to deliver new retail concepts in SG

Singapore – The Singapore Tourism Board (STB) and CapitaLand Investment Limited (CLI) have recently inked a three-year partnership to deliver new retail concepts and drive global awareness of Singapore and CapitaLand malls as must-visit lifestyle destinations.

Said partnership is a first for CLI and is aimed at capturing pent-up demand as international travel recovers. It hopes to enhance Singapore’s destination appeal to international visitors, achieve greater impact with meaningful and differentiated events and retail experiences, as well as drive incremental spending among locals and international visitors.

One of those initiatives they plan to do is to profile home-grown brands locally and in China across selected CapitaLand malls in both countries, with a focus on Singapore malls in tourism precincts such as Orchard Road (Plaza Singapura, The [email protected]), Civic District (Funan, Raffles City Singapore), Bras Basah.Bugis (Bugis+, Bugis Junction and Bugis Street) and Clarke Quay.

In addition, they also aim at creating unique retail-tainment and lifestyle offerings through innovative cross-industry partnerships in areas such as the arts, lifestyle and sports. These will add to the pipeline of signature leisure events and activities in Singapore.

Yap Chin Siang, deputy chief executive at STB, said, “We are delighted to ink this timely partnership with CapitaLand Investment to enhance and showcase the vibrancy of Singapore’s retail scene to the world. Together, we hope to engage consumers more meaningfully, as we jointly curate inspiring first-to-market offerings and authentic experiences that will strengthen Singapore’s position as a lifestyle destination for locals and visitors.”

The partnership, supported by EnterpriseSG, will also give home-grown brands more opportunities to raise their profile through the various projects to capture growth opportunities in Singapore and China.

Meanwhile, Chris Chong, CEO for retail and workspace in Singapore and Malaysia at CLI, commented, “As Singapore’s largest mall operator with an extensive network of retail partners, we are pleased to partner STB, with support from Enterprise Singapore, to further enhance the vibrancy of our malls, which are popular lifestyle destinations for locals and tourists to meet, shop, dine and play. We are excited to work with new and familiar like-minded partners to present unique immersive retail experiences, fusing concept stores with world class events to delight our shoppers and boost sales for our retailers.”

Platforms Featured Southeast Asia

CapitaLand launches new digital initiatives with CapitaStar

Singapore – Driven by Singapore’s growing digital literacy and consumer trends, the real estate company CapitaLand has launched two new initiatives through its CapitaStar rewards programme, which are CapitaStar For Business, which offers a suite of digital solutions for retailers operating in CapitaLand properties and beyond, and a platform partnership with cashback app ShopBack. 

Both CapitaStar For Business and the CapitaStar-ShopBack partnership is aimed at driving more sales, traffic, and consumer engagement for retailers. Through the initiatives, CapitaLand will be able to derive more actionable consumer data insights to future-proof its retail asset operating platform and create sustainable value for tenants and consumers alike.

CLI said that it will evolve its omnichannel strategy, currently anchored on e-commerce platforms eCapitaMall and Capita3Eats, to focus on growing the CapitaStar ecosystem via CapitaStar For Business and the CapitaStar-ShopBack partnership. The operations of eCapitaMall and Capita3Eats will thus cease on 30 April 2022. 

Retailers currently onboard on eCapitaMall and Capita3Eats will be offered to transition to CapitaStar For Business and/or the CapitaStar-ShopBack initiative at preferential onboarding rates.

Chris Chong, CapitaLand’s CEO of retail and workspace for Singapore and Malaysia, shared that they are bringing in new partners and adding more digital services to create sustainable value for their retail partners in an omnichannel environment. 

“We are excited about the potential of CapitaStar for Business and the CapitaStar-ShopBack strategic partnership in improving CapitaStar’s reach and data analytics to drive better customer outcomes. We will continue to explore new ways of harnessing the digital capabilities of CapitaStar to provide value-adding experiences for both consumers and tenants,” said Chong.

Marketing Featured Southeast Asia

CapitaLand, Shopee mounts second edition of online-to-offline campaign for 11.11

Singapore CapitaLand Investment, the leading global real estate investment manager with a strong Asia foothold, and Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, today announced the launch of the second edition of the ‘CapitaLand x Shopee’ 11.11 campaign. The inaugural edition of the campaign was launched in 2020 similarly for the 11.11 sale event of Shopee, and the two aim to replicate the project which had driving the omnichannel model at its heart. 

In 2020, CapitaLand and Shopee launched an integration of online and offline shopper engagement for the campaign to drive sales, traffic, and engagement for six CapitaLand malls through gamification. Following this, in early 2021, Capitaland also launched the virtual shopping mall of its outlet giant IMM on Shopee, making it the first virtual shopping mall from Singapore on the platform. 

For this year’s 11.11 sale event, both partners will be recreating the omnichannel experience for 29 retailers in eight CapitaLand malls over a period of three weeks, from 22 October to 11 November 2021. CapitaLand and Shopee are also bringing back the popular co-branded games from last year’s 11.11 campaign, where shoppers can participate and win attractive vouchers that can be used in-app and at participating physical stores including Toast Box, LiHO, Etude House, and Giordano.

On the continuation of the partnership, Chris Chong, CEO of retail & workspace for Singapore and Malaysia at CapitaLand Investment, said, “This will allow us to enhance retailers’ consumer outreach and further engage with their customers digitally while driving footfall to their physical stores through online marketing efforts.”

From 22 October to 11 November 2021, S$125,000 worth of ShopeePay Scan and Pay vouchers, Shopee vouchers, and eCapitaVoucher will be given in the CapitaLand Lucky Prize game on the Shopee Singapore app. The ShopeePay Scan & Pay vouchers can be redeemed at eight CapitaLand malls, namely Bedok Mall, Bugis+, Bugis Junction, IMM, Funan, Plaza Singapura, Westgate, and JCube. 

Shoppers visiting any of the eight malls can simply scan the QR code at participating merchants and malls to play the ‘CapitaLand x Shopee’ Lucky Prize game and win ShopeePay Scan & Pay voucher to pay for their purchases using ShopeePay at 29 participating CapitaLand merchants’ offline stores. 

Shoppers can also try their luck in the ‘Guess the Weight’ campaign every weekend over the campaign period to win up to S$22,000 worth of eCapitaVoucher and Shopee vouchers. To participate, shoppers can proceed to the atrium of three shopping malls on selected weekends – Bugis+ on 23 and 24 October, Westgate on 30 and 31 October, and Plaza Singapura on 6 and 7 November – to guess the weight of five unexpected combinations of products, where one of them is the combined weight of a Dyson vacuum and a feather. Contestants must get the closest answer to qualify for the prizes.

Zhou Junjie, Shopee’s chief commercial officer, commented, “Following the success of last year’s CapitaLand x Shopee 11.11 campaign, we are excited to join hands with CapitaLand once again to support even more retailers under CapitaLand’s network by digitalizing the shopping experience.”

Zhou Junjie adds, “Shopee has always been passionate about empowering our sellers and brand partners to unlock the full potential of e-commerce to succeed in today’s digital economy. Through this omnichannel integration, we hope to help retailers deepen engagement with new customers, through an exciting and rewarding experience.” 

To find out more about the campaign, shoppers can head to the campaign’s microsite which will go live on 22 October.