Singapore, 29 January 2026 — Frasers Property Singapore has announced the launch of a new unified retail brand and service identity, marking a major step in enhancing customer experience across its shopping mall portfolio. Building on more than 40 years of shaping Singapore’s retail landscape, the initiative brings together refreshed design, people-centred services, and digital innovation to create more inclusive, community-focused retail environments.
The refreshed retail experience will be progressively rolled out across nine of Frasers Property Singapore’s 12 managed malls, including assets owned by Frasers Centrepoint Trust (FCT), which celebrates its 20th anniversary this year. Enhancements include a unified visual identity, upgraded concierge counters, roving Service Ambassadors, and Singapore’s first in-store wayfinding and mapping solution.
As Singapore’s largest suburban mall owner, FCT’s portfolio serves around three million residents within a three-kilometre radius and attracts nearly 230 million shopper visits annually. The new initiatives aim to strengthen the role of malls as everyday community spaces rather than purely transactional destinations.
“Malls have evolved into natural extensions of daily life in Singapore,” said Adrian Tan, Managing Director, Retail, Frasers Property Singapore. “By bringing service, design and innovation under a unified identity, we want to create places where people feel they belong, and where everyday moments and community connections happen.”
Among the first malls to adopt the new identity is Northpoint City, the largest mall in northern Singapore and directly connected to Yishun MRT station. The transformation will include updates to customer touchpoints and the mall façade, reinforcing its position as a key community hub.
Three pillars shaping the Frasers Experience
The renewed retail strategy is guided by three core pillars:
- Connectivity – creating vibrant social hubs that bring communities together
- Inclusivity – ensuring welcoming, barrier-free experiences for all, including seniors and persons with disabilities
- Vibrancy – activating spaces through design, placemaking, and curated programming
A community-anchored retail identity
At the heart of the transformation is a refreshed visual system that strengthens consistency across the portfolio while preserving each mall’s local character. Every participating mall will carry the endorsement line “A Frasers Experience”, signalling trust, quality, and familiarity across physical and digital touchpoints, including façades, signage, websites, the FRx mobile app, and wayfinding systems.
A newly introduced service ribbon—derived from the Group’s signature brand device—acts as a visual connector across malls, reinforcing Frasers Property Singapore’s service promise while reflecting neighbourhood distinctiveness.
Celebrating local heritage
Balancing portfolio-wide clarity with local storytelling, the new identity incorporates community motifs co-created with employees and shoppers. These motifs reflect the history and character of each neighbourhood, reinforcing a sense of place and pride.
At Northpoint City, the “Pioneering Prosperity” motif references Yishun’s pineapple plantation roots, while Hougang Mall’s “Swimming in Abundance” motif draws inspiration from the historic Kangkar wholesale fish market.
Through this unified yet flexible retail identity, Frasers Property Singapore is redefining the mall experience—transforming everyday retail spaces into inclusive, vibrant places where communities connect and thrive.
