Frasers Property Singapore has launched a new retail brand and service identity aimed at enhancing the customer experience across nine of its 12 managed malls. This initiative introduces Singapore’s first in-store wayfinding and mapping solution, alongside revitalised customer touchpoints. The transformation is guided by the company’s purpose of “Inspiring experiences, creating places for good,” focusing on connectivity, inclusivity, and vibrancy.
The new identity will be progressively rolled out, featuring a refreshed visual system to strengthen brand recognition whilst allowing each mall to retain its unique character. Adrian Tan, Managing Director of Retail at Frasers Property Singapore, stated, “By bringing service, design and innovation under a unified identity, we hope to deliver a more thoughtful experience at every touchpoint.”
Key enhancements include revitalised concierge counters and roving Service Ambassadors, trained in hospitality to provide a welcoming and professional service. The introduction of community motifs co-created with employees and shoppers reflects each mall’s culture and history, reinforcing the company’s vision of transforming everyday spaces into places of connection and pride.
The innovative wayfinding solution, developed with accessibility advocates and indoor mapping leader Mappedin, offers turn-by-turn indoor navigation and barrier-free routes, enhancing accessibility for all visitors. This initiative is part of Frasers Property’s ongoing commitment to creating inclusive and vibrant retail environments.
As Frasers Property continues to evolve its malls into community-centric destinations, these enhancements mark a significant step in redefining the retail experience in Singapore. Future phases will introduce additional features to further improve convenience and accessibility.
