Live out loud
CapitaLand Malaysia Mall Trust acquired Sungei Wang Plaza (SWP) and as part of a major revamp of the older shopping destination, Brandcourage was appointed to reposition the retail asset with a new name, identity and visual language. The developer desired to create a unique proposition through the development of an ‘Annexe Block’ (amidst the stratified status of the other retail spaces within the mall). This major revamping project involved one-third of the lettable area for entire SWP, transforming it into a new shopping node of diversified retail, F&B, athleisure, and family entertainments.
The new name, Jumpa, which translates (from Malay) to ‘meeting place’ or ‘meet up’ gave the new Annex Block a very different flavour to the catchment area. Positioned as ‘Live out loud’, the communications campaign needed to differentiate the destination in a unique and sustainable way and to draw attention to how it would fill the gap in the immediate vicinity, leveraging on the lack of retail experience that was curated for a young, active and energetic audience.