Y&R to brand new Sports Hub mall

Y&R Singapore has been appointed as the creative agency of record for the new Kallang Wave Mall, the shopping and leisure complex at the new Singapore Sports Hub.The mall is run by SMRT Alpha, a joint venture by subsidiaries of SMRT and NTUC Fairprice. SMRT Alpha was appointed by the Singapore Sports Hub to manage the retail space.Y&R Singapore will conceptualise the mall’s branding and communications ahead of its official opening. The mall is already open, as of June this year. There was no open pitch for the business, according to the agency.Campaign work is already running in the mall.SMRT Alpha director Dawn Low, said: “Kallang Wave’s appeal is in the complete experience it brings to Singapore Sports Hub. Whether you are a fashionista scoring a great buy at H&M, Uniqlo and Forever 21, or a foodie exploring Kallang Wave’s food lane of local delights and dine-in options, we have something for almost every palette and pocket.  We look forward to working with Y&R  in bringing out the aspect of this truly unique mall in Asia.Melvin Kuek, Managing Director Y&R Singapore said: “The new integrated campaign is fresh and vibrant, as befits SMRT Alpha’s fun new destination and we are thrilled to be a part of this new wave.”