Building on over four decades of shaping the nation’s retail landscape, Frasers Property Singapore announced new initiatives to elevate the Frasers Experience through a unified retail brand and service identity, alongside digital and physical customer touchpoints. 

Guided by its Purpose, “Inspiring experiences, creating places for good”, these initiatives reinforce the company’s commitment to creating community-first, inclusive, and vibrant retail environments that go beyond transactions.

The refreshed experience will be progressively introduced across 9 of its 12 managed malls. Key enhancements include a unified retail identity, revitalised concierge counters, roving Service Ambassadors, and Singapore’s first in-store wayfinding and mapping solution. These efforts span Frasers Property’s retail malls in Singapore, including those owned by Frasers Centrepoint Trust (FCT), which marks its 20th anniversary this year. As Singapore’s largest suburban mall owner, FCT’s portfolio serves around three million residents within three kilometres of its properties and welcomes nearly 230 million shopper visits annually.

“Malls have long been regarded as a ‘third place’, where people go to besides their home, school, or workplace. In Singapore, however, they’ve evolved into natural extensions of our daily life. As we start thinking of our malls as a ‘second place’, we set out to create places where people feel they belong, and where everyday moments and community connections happen. By bringing service, design, and innovation under a unified identity, we hope to deliver a more thoughtful experience at every touchpoint,” said Mr Adrian Tan, Managing Director, Retail, Frasers Property Singapore.

Elevating the Frasers Experience 

Central to this transformation is the ambition to evolve Frasers Property’s malls from places of commerce into destinations where community and connection thrive. Three pillars guide the approach to shape how Frasers Property Singapore designs, programmes, and operates its malls: 

• Connectivity: Designing vibrant social hubs, spaces, and services that bring diverse communities together. 
• Inclusivity: Ensuring welcoming, barrier-free, and seamless experiences for all, including seniors and people with disabilities. 
• Vibrancy: Creating lively environments through design, programming, placemaking, and enhanced engagement.

A unified retail identity grounded in community 

Frasers Property Singapore has introduced a refreshed visual system across its participating malls to strengthen recognition and consistency, while allowing each mall to maintain its local character. The updated system brings together key visual elements, including a customised mall brandmark, a signature service ribbon, and a portfolio-wide endorsement line, to create a cohesive Frasers Experience across digital and physical touchpoints.

Each mall now carries the endorsement line “A Frasers Experience”, signalling trust, quality, and a familiar presence across mall façades, signage, websites, the Frasers Experience (FRx) mobile app, and wayfinding systems. 

This unified identity enhances clarity and recognition across the portfolio, while still giving each mall space to reflect the stories and spirit of its surrounding community. 

Inspired by the Group’s signature brand device, the new service ribbon serves as a connector across the malls, reinforcing the brand’s retail service promise while expressing the distinctiveness of each neighbourhood. 

Together, these elements establish a clearer, more connected, and community-anchored identity for Frasers Property Singapore’s retail portfolio, enhancing familiarity for shoppers no matter which mall they visit. 

Celebrating local heritage and story 

The new retail brand and service identity balances portfolio-wide consistency with neighbourhood character through community motifs that celebrate each mall’s culture, history, and spirit. 

Co-created with employees and shoppers, these motifs reflect the unique stories of the surrounding communities and reinforce the company’s vision of transforming everyday spaces into places of connection and pride.

At Northpoint City, the ‘Pioneering Prosperity’ motif draws from the area’s pineapple plantation origins, while at Hougang Mall, the ‘Swimming in Abundance’ motif is inspired by the historic Kangkar wholesale fish market.

Applied thoughtfully across touchpoints such as wayfinding totems, these motifs strengthen each mall’s sense of place and deepen the Frasers Experience within the communities they serve.

Redefining service touchpoints with warmth and purpose 

Frasers Property Singapore has also revitalised customer-facing service touchpoints, drawing inspiration from the hospitality sector to create warmer and more responsive interactions. 

Concierge counters have been redesigned to bring Service Ambassadors closer to shoppers, while roving Service Ambassadors provide real-time assistance on weekends using their digital tablets for guidance and recommendations. To support this elevated service experience, ambassadors have undergone a year-long capability development programme focused on hospitality, service excellence, and community engagement. Their refreshed uniforms, featuring first-name tags and designed for comfort and mobility, further reinforce approachability and professionalism.

Participating malls will also introduce 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 tenants’ staff to better support individuals with autism, dementia, and sensory sensitivities. Through strong tenant partnerships, programmes like Dementia Go-To Points and weekly Calm Hours help make the malls safe and welcoming for everyone. 

To date, 110 Dementia Go-To Points have been set up with 37 tenants, and 81 outlets offer Calm Hours, reflecting the company’s commitment to creating safe, inclusive, and welcoming spaces for all. 

Enhancing navigation and accessibility 

To further improve convenience and accessibility, 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 leader Mappedin. 

Available on the Frasers Experience (FRx) mobile app, malls’ websites, and in-mall wayfinding totems, the solution provides turn-by-turn indoor navigation, barrier-free route guidance, and real-time location identification. These features make it easier for visitors, including seniors and persons with disabilities, to navigate the malls with ease and confidence. Additional enhancements will be introduced progressively in the next phase.

Anchored on a legacy of community placemaking 

Frasers Property Singapore’s malls continue to evolve as vibrant, inclusive retail environments where communities can connect, engage, and thrive. Its malls host a spectrum of programmes in partnership with social service agencies, non-profit organisations, and government bodies, including 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 Silver Social Spaces, its portfolio-wide initiative that supports active ageing by engaging seniors in meaningful activities across its malls. 

Together, these initiatives define the next chapter of the Frasers Experience, creating people-centred retail destinations rooted in community, inclusivity, and purposeful placemaking.