Eight recently engaged in a full-scale rebrand for Starhill Gallery, a YTL-owned luxury shopping destination located at the heart of Kuala Lumpur’s famous shopping belt, Bukit Bintang.
Eight adapted the name for the newly repositioned mall, “The Starhill”, leveraging existing brand equity, and designed the visual identity and communications materials running up to the mall’s relaunch in 2021. Under the Eight-led strategic positioning “Home of the Tastemakers”, The Starhill will infuse hospitality into the retail experience, allowing patrons to shop, dine and stay in a refined, warm and inviting home-like environment replete with thoughtful touches of true tastemakers – an exclusive sanctuary crafted by and for those with a discerning eye for style and taste.
The Starhill’s refreshed visual identity features a logo echoing the curves and edges of the mall’s signature architectural forms, paired with carefully curated, provocative fashion and design photography applied across various branding collaterals, balancing timeless sophistication with the excitement of experiential retail.
“As the values and consumption habits of consumers continue to evolve, The Starhill must dare to differentiate to stay at the forefront of today’s fast-changing retail landscape, and as the place to be in Bukit Bintang,” says Mr Joseph Yeoh, Vice President of YTL Land & Development Bhd. “Bringing their extensive experience in hospitality and retail to the table, Eight has been instrumental in formulating the ‘Home of the Tastemaker’ brand positioning to holistically capture the core essence of our new retail-hospitality concept, allowing us to sidestep the cookie-cutter mall trend and imbue The Starhill with personalised, engaging, and one-of-a-kind experiences.”
Chris Fjelddahl, Partner at Eight, says, “Size and scale are no longer the only factors determining who succeeds and who doesn’t in retail. In an age where shoppers actively seek out brands that reinforce their presence and identity, what makes for successful hospitality – being warm yet discreet, accessible yet personalised, authentic yet exclusive – translates equally well into experiential retail. And this is why Eight has so much enjoyed helping to transform The Starhill into the destination for next-gen shoppers.”