RETAIL SPACE
Singapore’s Cathay Organisation,
Cineleisure present fresh new look
LEISURE and entertainment group
Cathay Organisation will be embarking
on a rebranding exercise for the group
and Cineleisure, its flagship mall for
youths located along Grange Road in
Singapore.
As a reflection of the group’s
new business direction, the refreshed
logo aligns with the company’s new
focus on property management and
private investments. With a clean and
minimalistic look, the logo was inspired
by the group’s original logo in the 1980s,
which was an alpha-gliphic composing
of three parts, each depicting the outline
of a film reel. Today, the new “CO”
logo is modernised and simplified to
signify a group of companies providing a
connecting space for the community to
gather, whether for leisure or work.
With its playfully cool new look, Cineleisure
is set to cement its position as the lifestyle
and entertainment beacon for youths,
according to Cathay Organisation.
Industrial-inspired interiors
Cathay Cineleisure Orchard will
also implement a similar rebranding
exercise to re-emphasise its position as
a destination mall for youths, the group
said. Moving forward, the mall will
simply be known as “Cineleisure”. The
mall is home to fun, leisure activities
such as BOUNCE Singapore (an
indoor trampoline park) and Ganso
Manekineko (a karaoke chain), and
the new logo showcases this versatility.
The multiple black shapes in the logo
represent a variety of tenants in all
“shapes and sizes”, while the stripes
represent the mall’s patrons coming
together.
In conjunction with the rebranding
exercise, Cineleisure will also be
undergoing addition and alteration
(A&A) works to align the mall’s interiors
with the new branding. The industrial-
inspired interiors will see the pairing
of fun and playful elements with cool
textures of concrete and corrugated
metals, juxtaposed against rustic wood
timber. Renovation works for the mall
will be done in phases starting this July.
Operations at Cineleisure will continue
as usual during the renovation.
Encouraging community
engagement
In efforts to foster community
interaction and appeal to its digitally-
savvy consumers, Cathay Malls will, for
the first time, introduce Social Rewards.
This programme will reward shoppers
based not only on spending, but also
on community interactions, as shoppers
are encouraged to post, like, share,
comment to earn points and redeem
special offers from the malls. By doing
so, Cathay Organisation hopes to create
a close-knit community and network of
shoppers at The Cathay (located along
Handy Road) and Cineleisure, who can
come together and be rewarded through
shared, positive experiences.
In addition, The Cathay and
Cineleisure will be fitted with the latest
technological features, such as the
Digital Concierge which will connect
the malls’ shoppers and target audience
— primarily digitally-savvy millennials
— with its range of products and
services.
The Digital Concierge can be
accessed via Facebook Messenger or
through Cathay Malls’ websites. With
the Digital Concierge, customers can
purchase movie tickets or vouchers
and call for taxi services. The concierge
also serves as an information desk for
shoppers.
Additional engagement includes
quizzes to win prizes or deal alerts from
merchants based on the customer’s
history and shopping preferences.
The Digital Concierge service will be
implemented across The Cathay and
Cineleisure from Q4 this year. ra
Aeon launches first mall in East Malaysia
AEON CO is strengthening its presents in
Malaysia by expanding into East Malaysia
with the launch of its first mall in the region,
Aeon Mall Kuching Central.
Spanning 1.6 million sqf of gross built-
up area, housing more than 130 retail lots
spread across three floors, the mall hosts the
Aeon supermarket and department stores
as well as a wide range of retail and F&B
outlets.
Managing director of Aeon Co, Shinobu
Washizawa, said: “We are excited to finally
cement our presence in East Malaysia. Our
latest mall in Kuching will bring forth a
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Retail Asia June/July 2018
completely new shopping experience not
only for the Kuching community, but also
for our East Malaysian friends in general.
With three floors boosting different
attractions, Aeon Mall Kuching Central is
dedicated to being a one-stop destination to
help shoppers find excitement in our mall
offering — from grocery to fashion, lifestyle,
food and beverage, and more!”
Shoppers can also find a contemporary
mix of Japanese fashion, home and lifestyle
concepts, extensive fashion selections of
international and regional brands, and health
facilities and lifestyle brands including an
Aeon Wellness outlet.
“We would like to extend our
heartfelt gratitude to the local authorities
and communities who have been very
supportive throughout the pre-planning
and construction phase of Aeon Mall
Kuching Central. At Aeon, we are always
mindful of our basic philosophy, which
always emphasises on Peace, People and
Community,” Washizawa concluded.
With the launch of Aeon Mall Kuching
Central, Aeon Co now has a total of 27
Aeon Malls and 35 Aeon stores across
Malaysia. ra