Nu Sentral - it's very u
The challenge was to create a new consumer brand experience in the highly competitive retail environment of Kuala Lumpur, Malaysia. The Malaysian Resources Corporation Berhad (MRCB), as part of their mega-development of Kuala Lumpur Sentral, needed to develop a seven story entertainment, food and retail mail, located at their transportation hub (with a daily footfall of more than 400,000 people). The proposition created by Brandcourage was based on an offer that would be Nu today, Nu tomorrow and Nu in 2012 (when it opens). In order to be Nu, this promise called for a very different type of ‘partnership’ relationship between anchors, specialty shops and MRCB as the developers. This co-development concept will change the face of retail in Kuala Lumpur as ‘nu’ anchors and ‘nu’ speciality shops go beyond the simple duplication of what is already available in the saturated retail landscape of Kuala Lumpur.
