Frasers Property Singapore rolls out unified retail identity across nine malls

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Frasers Property Singapore has unveiled a new unified retail brand and service identity across nine of its 12 malls, alongside refreshed customer touchpoints and what it said is Singapore’s first in-store wayfinding and mapping solution.

The initiatives are part of efforts to elevate the “Frasers experience” and will be progressively introduced across participating malls, including those under Frasers Centrepoint Trust (FCT).

The refresh introduces a unified retail identity, redesigned concierge counters, roving service ambassadors and a new indoor navigation solution available via the Frasers Experience (FRx) mobile app, mall websites and in-mall wayfinding totems.

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The new retail identity includes a refreshed visual system designed to create stronger recognition across the portfolio while preserving each mall’s local character. Each participating mall will now carry the endorsement line “A Frasers Experience” across signage, façades, digital platforms and wayfinding systems.

The brand system also introduces a new service ribbon inspired by the group’s signature brand device, which aims to reinforce service standards while allowing malls to maintain distinct neighbourhood identities.

Frasers Property Singapore has also incorporated community-inspired motifs unique to each mall. For example, Northpoint City features a “Pioneering prosperity” motif referencing Yishun’s pineapple plantation heritage, while Hougang Mall adopts a “Swimming in abundance” motif inspired by the historic Kangkar wholesale fish market.

Beyond branding, the company has refreshed its service model by redesigning concierge counters and deploying roving service ambassadors equipped with digital tablets to provide real-time assistance and recommendations, particularly during peak periods. The ambassadors have also completed a year-long training programme focused on hospitality, service excellence and community engagement.

The service upgrades build on the company’s 'Inclusion champions programme' launched in 2023, which equips ambassadors and tenants to better support individuals with autism, dementia and sensory sensitivities. To date, Frasers Property Singapore has established 110 Dementia go-to points across 37 tenants, while 81 outlets offer calm hours.

To further improve accessibility, the new indoor wayfinding solution, developed in partnership with Mappedin and accessibility advocates, offers turn-by-turn navigation, barrier-free routing and real-time location identification for shoppers, including seniors and persons with disabilities.

Adrian Tan, managing director, retail, Frasers Property Singapore, said malls in Singapore have evolved beyond being a “third place” to becoming natural extensions of everyday life.

“By bringing service, design and innovation under a unified identity, we hope to deliver a more thoughtful experience at every touchpoint,” he said.

Frasers Property Singapore currently oversees 12 malls in Singapore. Nine retail assets and one commercial property sit under Frasers Centrepoint Trust, which serves approximately three million residents living within three kilometres of its malls and sees close to 230 million shopper visits annually.

The latest rollout forms part of Frasers Property Singapore’s broader push to strengthen its malls as community-centric destinations through placemaking initiatives, partnerships with social service agencies and the expansion of its 'Silver social spaces programme', which supports active ageing through community engagement activities.

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