On 30 July, Retail Spark! returned for the third year with renewed energy and purpose—bringing together close to 300 retailers and partners to explore fresh ideas, spark meaningful conversations, and shape the future of our retail experience. 

Held at The Ritz Carlton, this year’s theme “Elevating the Frasers Experience”, underscores our collective ambition to shaping vibrant, future-ready spaces that uplift the communities we serve. 

In her welcome address, Ms Soon Su Lin, Chief Executive Officer (CEO), Frasers Property Singapore, highlighted the meaningful progress that we have made to create greater impact for the tenants and shoppers at our malls. These include creating welcoming and inclusive spaces, as well as driving partnerships to strengthen the retail ecosystem. Most notably, she shared how we facilitated our tenants’ overseas growth through our multi-market presence as can be seen with Muji, ALO and Nitori setting up their first stores or flagships at One Bangkok in Thailand. 

Beyond these initiatives and support to tenants, Ms Soon also reflected on the broader shift in the retail landscape and the sector’s inherent opportunities. She noted that Frasers Property’s malls are “special, key nodes in the heartlands,” which function as vibrant community hubs rather than purely transactional venues. “Today’s shoppers are seeking more than just places to shop,” she observed. “They’re looking for spaces that foster connection, bring people together, and create shared experiences. Hence, we’re transforming our malls into welcoming, inclusive environments where communities can truly thrive.” 

This community-centric approach was echoed throughout the event and brought to life through a series of strategic partnerships and initiatives unveiled on the day.  

Celebrating Our Tenants 

This year, we recognised tenants who demonstrated excellence in design, innovation and customer service. Through the Best Store Award and Outstanding Customer Service Award, we honoured outstanding tenants who played a pivotal role in elevating the retail experience across our malls. These winners were nominated through a survey conducted with over 1,000 shoppers across our malls. 

10 individuals received their Outstanding Customer Service Award from Ms Soon Su Lin, CEO, Frasers Property Singapore, while the Best Store Award was presented by Mr Richard Ng, CEO of the manager of Frasers Centrepoint Trust.

The Best Store Award recognised 15 standout brands across three key categories. In the “Big Store Format”, winners included Don Don Donki, FairPrice, Metro, POPULAR Bookstore, and UNIQLO. “F&B” category winners were Dian Xiao Er, Din Tai Fung, Ichiban Boshi, Sushi Tei, and The Coffee Bean & Tea Leaf. In the “Specialty Store” category, HockHua Tonic, LAC, Skechers, SK Jewellery, and Venus Beauty took the honours.  

Frontline staff from Bata, Beauty in the Pot, Courts, FairPrice, Gain City, Goldheart, Guardian, Kiehl’s, Watsons, and Yun Nam Hair Care were recognised as recipients of this year’s Outstanding Customer Service Award. 

“For us, every retailer and their staff, plays a significant role in shaping exceptional shopping experiences for all our shoppers,” said Ms Soon as she congratulated the award recipients.  

Reimagining the Frasers Experience 

Retail Spark! also served as the launchpad for the refreshed Frasers Property brand experience. Across our malls, we will be introducing a new look and feel, unified by a cohesive design. This refreshed visual identity will be applied across key customer touchpoints such as our mall facades, entrance and exit points and uniforms of our customer service officers.  

Beyond just a visual refresh, this marks a renewed commitment to our brand promise—to consistently deliver exceptional, personalised experiences across every touchpoint in our malls. 

To further enhance our shoppers’ experience and bring a seamless navigation journey in our malls, we are introducing an inclusive wayfinding solution, designed with accessibility in mind. Soon, shoppers will see directional standees with QR codes installed across our malls where they can access interactive mall maps right from their mobile devices. This smart solution provides intuitive, turn-by-turn directions and has a built-in ‘accessible mode’ which provides barrier-free navigation for those with mobility challenges.  

“From the moment our shoppers walk into our malls, transact at the stores, engage with our service staff, and navigate from one point to another, every touchpoint matters. We’re excited to embark on this journey to rebrand and reimagine how we interact with our shoppers, as part of the Frasers Experience,” shared Mr Adrian Tan, Managing Director, Retail, Frasers Property Singapore.  

Creating Greater Value for Tenants and Shoppers through Strategic Partnerships 

As part of our efforts to continually elevate the brand experience, we have also forged strategic partnerships to bring greater value to our shoppers and tenants.  

That same morning, Frasers Property signed a memorandum of understanding with DBS and DBS Foundation to deliver enhanced retail experiences and create greater value for our tenants and shoppers alike. The partnership combines DBS’ financial capabilities with our extensive network of over 2,000 tenants across our retail malls and spaces, opening new pathways for innovation, customer engagement, and long-term resilience.  

Designing for Impact: Rethinking Customer Experience  

The lively exchange reinforced a shared conviction: malls must evolve into responsive, community-anchored destinations where design thinking, seamless technology and human touch converge to create enduring value. 

This year, the strong support and positive feedback from our tenants, partners, and industry peers reflect the growing momentum behind our shared vision. The Retail Spark! event not only celebrated our progress together but also sparked meaningful conversations and connections that will shape the future of retail. 

At Frasers Property Singapore, we remain committed to evolving with our tenants and partners, ensuring that each step forward in retail is anchored in purpose, people, and boundless possibilities.