Redefining new retail standards

  • Property
  • Saturday, 02 Nov 2019

Melawati Mall, the award-winning retail and lifestyle hub.

ENVISIONED as a shopping and lifestyle haven for the greater Melawati area straddling Selangor and northeastern Kuala Lumpur, the vibrant Melawati Mall is a game-changer defining new standards for suburban retail.

Jointly developed by Sime Darby Property Berhad and CapitaLand, it offers 613,000sq ft of lettable space spread across eight levels of retail. Melawati Mall opened its doors in July 2017 and houses over 200 brands offering an ideal mix of shopping, entertainment and dining choices.

Featuring optimised space planning and a contemporary design suited for the bustling catchment of residents living in its vicinity, the RM625mil mall is a catalyst anchoring the North East Kuala Lumpur urban transformation project spearheaded by Sime Darby Property.

This makes Melawati Mall a standout winner in the Retail Category of FIABCI Malaysia’s prestigious Property Awards 2019.

Retail with a difference

Harnessing the development and retail expertise of both Sime Darby Property and CapitaLand, Melawati Mall embraces the unique topography of the nearby Bukit Tabur hills through its monumental composition of customised, glass fiber reinforced concrete panels and vertical green walls.

Ronald Tay, CEO of CapitaLand Singapore, Malaysia & Indonesia (Residential & Retail)Ronald Tay, CEO of CapitaLand Singapore, Malaysia & Indonesia (Residential & Retail)

Sharing the skyline with the world’s longest quartz ridge, the cuboid design with its modulated façade and irregular roofline is instantly recognisable from afar. Meanwhile, its interior design incorporates vertical voids at strategic locations to allow natural daylight in, providing shoppers with a connection to the surroundings.

A neutral colour scheme with timber and timber-effect paintwork along the voids coupled with balanced lighting at the common areas allow tenant shopfronts and merchandise to take centre stage.

The mall’s layout is a key differentiator, allowing easy navigation for shoppers and maximum visibility of shopfronts. With organised and distinguishable zones, anchor and key tenants are placed on every floor with well-curated brands to ensure a balanced mix ideal for the community.

This certainly reflects the mall’s tagline of ‘City Shopping at your Doorstep’. With carparks located in two basements and three upper floors, shoppers can easily explore Melawati Mall both bottom-up or top-down.

Shopper circulation is further enhanced by a bustling F&B floor placed in the middle, drawing traffic through all sections of the mall.

Ideally located community space

Melawati Mall’s builders found the area previously underserved in terms of amenities and retail offerings. Existing commercial areas, albeit bustling, were also starting to age.

With a mature population catchment with healthy household incomes supported by good infrastructure, a well-designed mall catering to modern community needs was exactly what was needed.

Raising the bar for suburban malls, Melawati Mall offers a comfortable and vibrant shopping experience and community space, enlivened by an excellent retail mix and activities for all shoppers and visitors.

To reward and deliver even greater convenience to shoppers in Malaysia, CapitaLand also introduced its lifestyle rewards programme, CapitaStar, in 2018. Through the CapitaStar app, shoppers can snap their receipts to earn STAR$ automatically, redeem their STAR$ and explore attractive eDeals.

The site of Melawati Mall is long and narrow, bounded by public roads and existing shop offices on two sides. The shorter south edge fronts the heavy traffic of the Middle Ring Road (MRR) 2 while the north faces Bukit Tabur.

Capitalising on the MRR2’s traffic volume, an LED media wall was installed on the façade to further energise the vibrant neighbourhood and its surroundings.

To accommodate the weekly outdoor market nearby, one of the two drop-off points for Melawati Mall has been elevated by one floor to segregate and improve traffic flow for shoppers and market visitors.

For its efforts in greening the development, Melawati Mall was certified by the Green Building Index. For energy efficiency and indoor environment quality, the mall implemented features such as motion lighting sensors at selected zones, automatic electrical sub-metering, demand-controlled ventilation system and LED lighting for all common areas.

Quek Cham Hong, Chief Operating Officer – Integrated, of Sime Darby Property BerhadQuek Cham Hong, Chief Operating Officer – Integrated, of Sime Darby Property Berhad

To ensure efficient water management, features such as a rainwater harvesting system, water-efficient fittings, water metering system and non-chemical water treatment system have been incorporated.

All these, together with efficient waste elimination and project management, translated into over RM8mil worth of savings during the construction of the mall.

Groundbreaking design

Both Sime Darby Property and CapitaLand attribute the success of Melawati Mall to its iconic design, premium interiors, and well-curated retail offerings and tenant mix.

To ensure it remains relevant for the community, the team behind the mall constantly undertakes extensive market study, detailed retail planning and ongoing marketing activities.

“Strategic retail planning is a key factor for Melawati Mall’s continued success. Working with our partner, we were able to achieve an ideal balance between a well- designed built structure which showcases a dynamic retail platform.

“Leveraging CapitaLand’s retail expertise and Sime Darby Property’s development capabilities, we managed to curate a unique retail experience to serve the needs of the community.

“Its sustained growth will require the coordinated effort of developers and tenants in constantly refreshing retail concepts and spaces, so the community can continue to gather and enjoy new experiences here, ” said Ronald Tay, CEO of CapitaLand Singapore, Malaysia & Indonesia (Residential & Retail).

Industry recognition

Sime Darby Property Berhad’s Chief Operating Officer - Integrated, Quek Cham Hong, sees Melawati Mall as testament to great use of talent and resources to deliver a successful project suitable for its target users and geography.

It is an asset that is commercially profitable while being aesthetically innovative, and the FIABCI award is prime recognition of its success.

“Since opening its doors in July 2017, Melawati Mall has brought about a much-needed shot in the arm and facelift to the township of Melawati. We are proud that it fulfils the needs of communities in the immediate and surrounding areas perfectly and we hope it continues to do so for many years to come.

“The project was also holistically managed from conception with project management by Sime Darby Property to retail and marketing by CapitaLand. This joint venture saw a synergy of respective areas of expertise resulting in the successful execution of plans, despite being first time partners.

“The goodwill and transfer of knowledge in the process is invaluable. It is wonderful that this teamwork, the tenants and all parties involved are recognised by this reputable industry award, ” Quek adds.

Both CapitaLand and Sime Darby Property have active projects in Malaysia and overseas.

CapitaLand is one of Asia’s largest diversified real estate groups. Headquartered and listed in Singapore, it owns and manages a global portfolio worth S$129.1 billion as at 30 June 2019.

CapitaLand’s portfolio spans across diversified real estate classes which includes commercial and retail; business park, industrial and logistics; integrated development, urban development; as well as lodging and residential. With a presence across more than 200 cities in over 30 countries, the Group focuses on Singapore and China as its core markets, while it continues to expand in markets such as India, Vietnam, Australia, Europe and the USA.

Recent cutting-edge retail projects by CapitaLand include the reimagined Funan in Singapore, a social retail space for discovery, learning and shopping, as well as the newly reconfigured Jumpa annex at Sungei Wang, Kuala Lumpur.

Sime Darby Property is Malaysia’s largest property developer in terms of land bank with 20,374 acres of remaining developable land. Backed by a successful 46-year track record of developing sustainable communities, it has built 23 active townships and developments to date.

The townships and developments are strategically located and connected to major highways and transportation hubs within key growth areas and economic corridors stretching from the central region of Klang Valley to Negeri Sembilan and Johor in the south.

Sime Darby Property also has a footprint in the United Kingdom through the redevelopment of the iconic Battersea Power Station project in London.

Sime Darby Property is also a developer of sustainable communities through townships such as Taman Melawati, Subang Jaya and Bukit Jelutong. These townships have matured and remain sought-after addresses and vibrant population centres throughout the years.

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