GR.iD taps 8traordinary to lead branding and creative after refresh from PoMo name

GR.iD under Gaw Capital (formerly PoMo Mall) has appointed 8traordinary to lead branding and creative duties for a year following a pitch in 2021. 8traordinary’s remit includes brand consultancy, O2O solutions, social media strategy and marketing, integrated media buying, PR, campaigns and activations and design experience. The agency’s first charge was GR.iD’s soft launch in the fourth quarter of last year and the official opening slated for the first quarter of 2022.

GR.iD has returned with a complete facelift and refreshed unique tenant mix after two years of extensive asset enhancement initiative work. Poised to be a vibrant, edgy, and trendy choiced destination for the youths and young at heart, GR.iD focuses on “social interactions” with its uniqueness exemplified by features such as a social staircase, social washroom, a mural wall designed and painted by a collaboration of artists from NAFA, LASALLE, SOTA and NTU. It is understood that more than three agencies were invited to pitch.

According to Jeffrey Lim, founder and managing director of 8traordinary, the agency's strong understanding of GR.iD's target audience - Gen Z and Millennials - and how they perceive retail and new experiences along with its sound creative strategy in its approach won the pitch. 

"Changing dynamics in the retail industry creates the need for new thinking and bravery. We’re thrilled to partner with GR.iD to take a neoteric position in the retail scene," he added.

Diane Aw, director - asset management of Gaw Capital, said: “Entertainment is more than just amusement and momentary delight at GR.iD, it is a space that shapes meaningful interactions and compelling experiences. A space for the dreamers, the playmakers and the do-ers. We are excited to partner 8traordinary to champion this freedom to retreat, recharge and reinvent at GR.iD."

Prior to GR.iD, the consultancy has also bagged and worked with several clients in the retail sector including Funan, Millenia Walk, DUO Galleria and Far East Malls. Founded in 2019, the agency also walked away with the silver and Local Hero awards for Specialist Agency of the Year - Retail at MARKETING-INTERACTIVE's Agency of the Year Awards 2021.

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