Frasers Property Singapore Unveils New Retail Brand and Service Identity to Elevate Customer Experience

Frasers Property Singapore has announced a refreshed retail brand and service identity aimed at enhancing the overall customer experience across its mall portfolio. Building on more than four decades of shaping Singapore’s retail landscape, the new initiatives introduce a unified retail identity alongside enhanced digital and physical touchpoints, reinforcing the company’s commitment to creating community-first, inclusive and vibrant retail environments.

Guided by its purpose, Inspiring experiences, creating places for good, the refreshed Frasers Experience will be progressively rolled out across nine of its 12 managed malls. Enhancements include revitalised concierge counters, roving Service Ambassadors and the launch of Singapore’s first in-store wayfinding and mapping solution.

These initiatives span Frasers Property’s retail malls in Singapore, including those owned by Frasers Centrepoint Trust (FCT), which celebrates its 20th anniversary this year. As Singapore’s largest suburban mall owner, FCT serves about three million residents living within three kilometres of its properties and welcomes close to 230 million shopper visits annually.

Elevating the Frasers Experience

At the heart of the transformation is the ambition to evolve Frasers Property’s malls from transactional retail spaces into destinations where community and connection thrive. This vision is guided by three key pillars: connectivity, inclusivity and vibrancy, which shape how the malls are designed, programmed and operated.

Connectivity focuses on creating social hubs and services that bring diverse communities together, while inclusivity ensures welcoming, barrier-free and seamless experiences for all, including seniors and persons with disabilities. Vibrancy is brought to life through thoughtful design, engaging programming and placemaking initiatives that foster lively, people-centric environments.

A Unified Retail Identity Rooted in Community

A refreshed visual system has been introduced across participating malls to strengthen recognition and consistency, while still allowing each mall to retain its distinct neighbourhood character. The new system incorporates a customised mall brandmark, a signature service ribbon and a portfolio-wide endorsement line, creating a cohesive Frasers Experience across both digital and physical touchpoints.

Each mall now carries the endorsement line “A Frasers Experience”, signalling trust, quality and familiarity across façades, signage, websites, the Frasers Experience (FRx) mobile app and wayfinding systems. Inspired by the Group’s signature brand device, the new service ribbon acts as a visual connector across malls, reinforcing Frasers Property’s retail service promise while celebrating the uniqueness of each community.

Celebrating Local Heritage and Story

Balancing consistency with local identity, the new retail brand and service system incorporates community motifs that reflect the culture, history and spirit of each neighbourhood. Co-created with employees and shoppers, these motifs celebrate local stories and strengthen each mall’s sense of place.

At Northpoint City, the ‘Pioneering Prosperity’ motif draws inspiration from the area’s pineapple plantation roots, while Hougang Mall’s ‘Swimming in Abundance’ motif pays homage to the historic Kangkar wholesale fish market. Thoughtfully applied across touchpoints such as wayfinding totems, these motifs deepen the connection between the malls and the communities they serve.

Redefining Service Touchpoints

Customer-facing service touchpoints have also been reimagined with a hospitality-inspired approach. Concierge counters have been redesigned to bring Service Ambassadors closer to shoppers, while roving Service Ambassadors offer real-time assistance on weekends, supported by digital tablets for navigation and recommendations.

To support this elevated service standard, ambassadors have completed a year-long capability development programme focused on hospitality, service excellence and community engagement. Refreshed uniforms featuring first-name tags further enhance approachability and professionalism. Participating malls will also roll out 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 Service Ambassadors and tenant staff to better support individuals with autism, dementia and sensory sensitivities. Initiatives such as Dementia Go-To Points and weekly Calm Hours continue to make the malls safe and welcoming, with 110 Dementia Go-To Points established across 37 tenants and 81 outlets currently offering Calm Hours.

Enhancing Navigation and Accessibility

To further improve accessibility and convenience, Frasers Property Singapore has introduced the nation’s first in-store wayfinding and mapping solution across its malls. Developed in partnership with accessibility advocates, tenants and indoor mapping specialist Mappedin, the solution is available via the FRx app, mall websites and in-mall wayfinding totems.

The system offers turn-by-turn indoor navigation, barrier-free route guidance and real-time location identification, helping visitors, including seniors and persons with disabilities, navigate malls with ease and confidence. Additional features will be introduced progressively in the next phase.

Anchored in Community Placemaking

Frasers Property Singapore’s malls continue to evolve as inclusive, community-centric destinations through partnerships with social service agencies, non-profit organisations and government bodies such as 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 its Silver Social Spaces initiative, which supports active ageing by engaging seniors in meaningful programmes across its mall portfolio.