Frasers Property launches 9-mall rebrand and tech overhaul

Rebrand coincides with Frasers Centrepoint Trust’s 20th anniversary.

Frasers Property Singapore (FPS) has rolledout a portfolio-wide rebranding and service overhaul across nine of its 12 managed shopping malls.

In a statement, the company said the initiative introduces a unified visual identity, redesigned service touchpoints, and Singapore’s first integrated in-mall wayfinding system. It replaces individual mall logos with a standardised visual system under the endorsement line “A Frasers Experience."

The rollout coincides with the 20th anniversary of Frasers Centrepoint Trust (FCT), with participating properties including Northpoint City, Causeway Point, Waterway Point, and The Centrepoint.

FPS has redesigned concierge counters and deployed “Service Ambassadors” equipped with tablets to provide mobile assistance, with staff members having completed a year-long hospitality training programme.

The company also partnered with indoor mapping developer Mappedin to launch a turn-by-turn navigation tool, accessible via the Frasers Experience (FRx) app and mall websites.