A visit to the mall may seem simple. A quick errand, a meal, or a stroll through a familiar space. But behind these everyday moments is careful intention, from how people move through spaces to how they find what they need, and how comfortable they feel along the way.

As the largest suburban retail mall owner in Singapore, our malls are increasingly woven into daily routines—from seniors going about their familiar daily routines to families spending time together, students meeting friends after classes, and individuals finding moments of respite. Making these spaces intuitive, accessible, and welcoming is central to how we design and operate our malls.

“By reimagining our malls as ‘second places’, our focus goes beyond how our spaces look, to how they are experienced and felt. It is about creating more meaningful, welcoming environments, and building stronger connections with the communities around us. This includes upcoming initiatives such as FRx50+, designed to better engage, support and celebrate our seniors,” said Adrian Tan, Managing Director of Retail, Frasers Property Singapore.

Supporting Singapore’s evolving social compact through FRx50+

These everyday routines take on greater significance as Singapore’s population ages.

Our recent study with the Singapore Management University’s (SMU) Centre for Research on Successful Ageing (ROSA) explores how older adults use and experience suburban malls in their daily lives. It shows how our spaces function beyond retail transactions—supporting independence, familiarity, and social participation. 

This reinforces a simple but important point: accessibility, comfort, and ease of participation are not separate considerations, but central to how suburban malls must be designed and experienced.

These insights underpin FRx50+, a campaign that brings together tailored experiences, community initiatives and more welcoming physical environments to support shoppers aged 50 and above as part of everyday mall life. 

Across our malls, we will roll out FRx50+ perks for shoppers aged 50 and above, such as: 

• Golden Deals that offer attractive promotions from over 80 retail and dining brands, spanning 10 malls across 181 participating outlets.
• $1 coffee treats on the first Monday of every month at participating stores.
• Complimentary off-peak parking from Mondays to Thursdays, 2pm to 5pm.
• Community interest groups will be piloted across Northpoint City, Century Square and White Sands in partnership with nearby Active Ageing Centres (AACs). From crochet workshops to art jamming and food-based gatherings, the sessions are designed and driven by seniors, fostering regular participation and a stronger sense of belonging.
• Micro-jobs opportunities through a pilot programme by DBS Foundation and Thye Hua Kwan Moral Charities will enable meaningful roles for older adults to be introduced within mall operations, recognising the value seniors bring to vibrant community spaces. 
• Priority checkout lanes: A pilot at Cold Storage in Tampines 1 that provides older adults with a quieter, more comfortable, and unhurried checkout experience as part of their everyday shopping. 
• Silver Social Spaces: Through our ongoing partnership with CIMB Singapore and Lions Befrienders, we are strengthening shared experiences via guided activities and volunteer-supported sessions, from festive gatherings to grocery shopping outings across our malls. 

Enhancing navigation with Singapore’s first in-store wayfinding and mapping solution, co-created through real-world experiences

To make navigating large and unfamiliar mall spaces easier and more intuitive, we introduced Singapore’s first in-store wayfinding and mapping solution, partnering with indoor mapping leader Mappedin, our tenants and accessibility advocates.

Piloted at Starbucks and Cookhouse by Koufu at Century Square and Waterway Point, the solution enables visitors to navigate not only to stores but within the stores as well, improving discoverability across the journey. A broader rollout across the malls’ food courts in participating malls is slated for completion by mid-year.

We also introduced the ‘Find Me’ feature at Century Square and Waterway Point, enabling users to pinpoint their location using their phone camera and plan their routes, with barrier-free options and turn-by-turn guidance. For example, users can select routes that guide them via lifts and ramps, supporting wheelchair users, seniors and families with strollers in navigating the mall with greater ease. 

These solutions were shaped through rigorous testing and ongoing feedback from users, including seniors and individuals with mobility needs, ensuring that they accurately reflect how people move through our spaces.

“By actively testing the solution and gathering feedback from the community, Frasers Property is taking meaningful steps toward co-creating a more inclusive wayfinding system. Involving users directly in the process is an important move to ensure the solution truly reflects real needs and experiences,” shared Mr Josh Tseng, Inclusive Design Consultant, Blind Mice Media.

Strengthening inclusive experiences through community-focused initiatives

As everyday spaces serving diverse communities, malls play an increasingly important role in supporting people with varying needs and abilities. 

Through our Inclusion Champions outreach efforts, we continue to work with partners such as SG Enable, Dementia Singapore and St Andrew’s Autism Centre to equip our frontline staff, as well as the frontline staff of our tenants, with the skills to better support shoppers with diverse needs.

Dementia Go-To Points across our malls and participating tenant outlets provide accessible support for individuals who may feel disoriented, while Calm Hours at selected outlets create more sensory-friendly environments through reduced lighting and softer background music. 

In 2025, over 20% of Singaporeans are aged 65 and above, a figure projected to rise to over 25% in 10 years’ time¹. 

As communities’ needs evolve, so must the suburban malls that serve them.

Taken together, our efforts reflect a consistent direction that suburban malls are more than destinations for transactions but essential everyday environments. 

Our malls are at their best when they are genuinely inclusive — where people can move confidently, engage comfortably and feel a sense of belonging in their daily lives.