Cathay Organisation, an established house-hold name in Singapore that is synonymous with movies and entertainment, has, over the years, diversified into property management and development. Today, the Group owns two retail malls, several commercial buildings and a boutique hotel.
Having recently divested all interests in the cinema sector in late 2017, Cathay Organisation is growing its iconic brand towards businesses that offer synergies in property management and lifestyle solutions.
In tandem with the company’s plans for growth, Cathay Organisation will be embarking on a rebranding exercise for both the Group and Cineleisure, its iconic flagship mall for youths.
Cathay Organisation – Corporate Rebranding
As a reflection of the Group’s new business direction, the refreshed logo is clean and minimalistic in nature, aligning with the company’s new focus on property management and private investments. The logo was inspired by the Group’s original logo in the 1980s, which was an alpha-gliphic composing of three parts, each depicting the outline of a film reel. The curved lines and circles of the film reel were also designed to reflect and represent the “C” and “O” of Cathay Organisation.
Today, the new “CO” logo is modernised and simplified to signify a group of companies providing a connecting space for the community to gather, whether for leisure or work.
Cineleisure – Rebranding and Stylish New Industrial-Inspired Interiors
Cathay Cineleisure Orchard will also implement a similar rebranding exercise to re-emphasise its position as a destination mall for youths. Moving forward, the mall will simply be known as “Cineleisure”.
As an iconic Singaporean mall among the youths, Cineleisure offers more than just shopping. It is also home to many other fun, leisure activities such as Bounce (an indoor trampoline park) and Manekineko (a karaoke chain), and the new logo showcases this versatility. The multiple black shapes in the logo represent a variety of tenants in all “shapes and sizes”, while the stripes represent the mall’s patrons coming together, thus forming the word “Cineleisure”.
In conjunction with the rebranding exercise, Cineleisure will also be undergoing addition and alteration (A&A) works to align the mall’s interiors with the new branding. The refreshed, industrial-inspired interiors will see the pairing of fun and playful elements with cool textures of concrete and corrugated metals, juxtaposed against rustic wood timber. Armed with its playfully cool new look, Cineleisure is set to cement its position as the ultimate lifestyle and entertainment beacon for youths.
Renovation works for the mall will be done in phases starting in July 2018. Operations at Cineleisure will continue as per usual during the renovation.
Cathay Malls to Encourage Community Engagement through Introduction of Social Rewards
In efforts to foster community interaction and appeal to its digitally-savvy consumers, Cathay Malls will, for the first time ever, introduce Social Rewards. This unique programme will reward shoppers based not only on spending, but on community interactions, as shoppers are encouraged to post, like, share, comment to earn points and redeem special offers from the malls. By doing so, Cathay Organisation hopes to create a close-knit community and network of shoppers at The Cathay and Cineleisure, who can come together and be rewarded through shared, positive experiences.
In addition, both The Cathay and Cineleisure will also be fitted with the latest technological features, like the Digital Concierge. The concierge will serve the purpose of connecting the malls’ shoppers and target audience, primarily digitally-savvy millennials, with its wide range of products and services.
No downloading of any additional application is required as the Digital Concierge can be accessed via Facebook Messenger or through Cathay Malls’ websites. With the Digital Concierge, customers can purchase movie tickets or vouchers, and even call for taxi services, simply with a touch of the fingertips. The concierge also serves as an information desk for shoppers who want to know what’s on, where to eat, or even where to bring their children to. Additional engagement includes quizzes to win prizes or deal alerts from merchants based on the customer’s history and shopping preferences. The Digital Concierge service will be implemented across both The Cathay and Cineleisure from Q4 2018.