Winning The Shopping

Mall War

Client : Hunza Properties

Campaign: Gurney Paragon Mall launch

The Challenge

 

How to gain traction and recognition amidst the many established malls in Penang Island?

 

Cogent's Strategy

 

GPM was positioned as the premier shopping destination. As the first mall in the region to incorporate a heritage site into its design, GPM had to be imagined differently. The image of a feather, symbolising flight (a mall soaring high) and a striking appearance was reflected on shopping, dining and heritage. 

 

Takeaway

 

Its distinctive visuals intrigued people to find out about Gurney Paragon Mall and landed it the opportunity to host Penang Fashion Week

© 2020

 Cogent Ideas (South East Asia) Sdn. Bhd.