Why your favourite Frasers Property Singapore malls are looking a little different

Building on over 40 years of shaping the nation's retail landscape, Frasers Property Singapore announced on Jan 29 new experiences to elevate the Frasers Experience.

The refreshed experience will be progressively introduced across nine of its 12 managed malls, and will include a new unified retail identity, revitalised concierge counters and roving Service Ambassadors, as well as Singapore's first in-store wayfinding and mapping solution. 

The transformation signals an ambition to evolve Frasers Property's malls from places of commerce into hubs of community and connection.

"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.

Three pillars guide the approach:

• Connectivity: Designing vibrant social hubs, spaces and services that bring diverse communities together.
• Inclusivity: Ensuring welcoming, barrier-free and seamless experiences for all, including seniors and people with disabilities.
• Vibrancy: Creating lively environments through design, programming, placemaking and enhanced engagement.

A unified retail identity

The updated system brings together key visual elements, including a customised mall brandmark, a signature service ribbon and a portfolio-wide endorsement line-to create a cohesive Frasers Experience across digital and physical touchpoints.

As illustrated by Northpoint City, the old logo (left) has been redesigned to a unified design (right) which carries the endorsement line "A Frasers Experience".

Redefining service touchpoints with warmth and purpose

Frasers Property Singapore has also revitalised customer-facing service touchpoints, drawing inspiration from the hospitality sector to create warmer and more responsive interactions.

Concierge counters have been redesigned to bring Service Ambassadors closer to shoppers, while roving Service Ambassadors provide real-time assistance on weekends using their digital tablets for guidance engagement. Their refreshed uniforms, featuring first-name tags, have been designed for comfort and mobility, which further reinforces approachability and professionalism.

Participating malls will also introduce special promotions via the FRx app and on-ground giveaways, led by the roving Service Ambassadors.

These enhancements build on the Inclusion Champions Programme launched in 2023, which equips the Service Ambassadors and tenants' staff to better support individuals with autism, dementia and sensory sensitivities. Programmes like Dementia Go-To Points and weekly Calm Hours help make the malls safe and welcoming for everyone. To date, 110 Dementia Go-To Points have been set up with 37 tenants, and 81 outlets offer Calm Hours.

Enhancing navigation and accessibility

To further improve convenience and accessibility, Frasers Property Singapore has introduced the nation's first in-store wayfinding and mapping solution across its malls with accessibility advocates, tenants and indoor mapping leader MappedIn.

Available on the Frasers Experience (FRx) mobile app, malls’ websites and in-mall wayfinding totems, the solution provides turn-by-turn indoor navigation, barrier-free route guidance and real-time location identification. These features make it easier for visitors, including seniors and persons with disabilities, to navigate the malls with ease and confidence. Additional enhancements will be introduced progressively in the next phase.

Anchored on a legacy of community placemaking

Frasers Property Singapore's malls continue to evolve as vibrant, inclusive retail environments where communities can connect, engage and thrive. Its malls host a spectrum of programmes in partnership with social service agencies, non-profit organisations and government bodies, including Community Chest, Food Bank Singapore, Lions Befrienders, SG Enable, Singapore Red Cross, the Health Promotion Board and the National Heritage Board.

The company is also expanding Silver Social Spaces, its portfolio-wide initiative that supports active ageing by engaging seniors in meaningful activities across its malls.

These initiatives come together to define the new Frasers Experience, creating people-centred retail destinations rooted in community, inclusivity and purposeful placemaking.