ABB lights up Merdeka 118 to launch its smartest circuit breaker yet

ABB has launched its next-generation "SACE Emax 3" circuit breaker with a laser light show at Merdeka 118, the world’s second-tallest building, underscoring its commitment to supporting Malaysia’s growing digital infrastructure sector.

Speaking to A+M, Andrea Doane, head of communications at ABB Electrification, said the decision to illuminate Merdeka 118 was aimed at highlighting the role of advanced electrification in powering future-ready infrastructure.

“It was more of a big statement at a key moment in time, with the goal of celebrating with our partners and customers in the region and telling the story of how one of our most advanced technologies in the field of electrification is helping industries around the world to outrun,” said Doane. 

She added, "In today’s digital world with the volume of information we consume, I believe you need to find ways to show up differently to draw the attention of customers, partners and key influencers in the industries in which we operate."

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The one-night activation in Kuala Lumpur marked the global debut of the Emax 3, which is designed to address rising power demands and grid stability concerns across large-scale facilities, including data centres, industrial sites, hospitals, and airports.

The light show was developed in collaboration with MD Events, the team behind past Merdeka 118 activations for brands such as Samsung and Marvel.

Malaysia is expected to attract US$12 billion in data centre investments by 2030, according to Barclays Research, driving the need for more resilient and intelligent power systems. ABB said the Emax 3 was developed to meet these evolving needs, particularly as AI workloads and digitisation place greater pressure on electrical infrastructure.

The Emax 3 is equipped with advanced power sensors and real-time data analytics to monitor system health and environmental conditions. The system delivers diagnostics via a touchscreen interface or remotely, providing early warnings and maintenance recommendations.

While the light show was a one-off activation, ABB has released visual content from the event across its global marketing channels. The initiative is part of a wider campaign focused on how ABB technologies help industries run more efficiently, sustainably, and reliably.

This isn’t the first time Merdeka 118 has served as a canvas for brand storytelling. In April, Marvel Studios lit up the tower as part of a regional push for its upcoming antihero ensemble film Thunderbolts.

The campaign, which teased visuals and taglines on Marvel Malaysia’s social platforms, invited viewers to “look up to the skies” nightly to catch the spectacle, positioning the landmark as both a cinematic homage and a marketing showcase.

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