Challenge
When Capital Land acquired Sengowong Plaza, the oldest and most distressed shopping center in Malaysia, they inheriting a place steeped in history. Though this came with its own structural and ownership complexity, largely dismissed by a younger generation of shoppers. The businesses recognized a need to breathe life into a tired retail space without changing its internal footprint, and transform perceptions of what was possible within its walls.
This meant not just repurposing distressed assets, but a bold attempt to create a scalable, youth-led retail experience in one of Southeast Asia’s most competitive markets. A moment to shift investor sentiment, consumer loyalty, and market relevance, all without a full redevelopment.
Idea
The breakthrough came through perception, not construction. By transforming how the space felt, rather than what it was physically, the team created a vibrant new brand that redefined what urban retail could mean for Malaysia’s youth.
We named it Jumpa, inspired by the Malay word for “to meet” – a simple, energetic signal of togetherness and spontaneity. The core idea: Live Out Loud. This became the rallying cry for the brand and its community. It gave license to a new kind of cultural experience that is more diverse, expressive, inclusive, and one that resonates across Malaysia’s multi-ethnic youth culture.
From naming and identity to communications, launch, and activation, we built the entire brand to amplify joy, self-expression, and social energy. Bright visuals. A singing logo. A bespoke multicultural anthem. And an identity system that invited people to eat, play, shop, and connect – out loud.
Signalling a new beginning
At a time when footfall and investor confidence were low, Jumpa signaled the start of something new. Not just a brand, but a movement. By taking over a previously underutilized 300,000-square-foot anchor tenant space, we demonstrated the power of creative reinvention over structural change.
Reclaiming value
This was about more than rebranding. It was about reclaiming value and reimagining experience through meaning. The strata-titled nature of the building made structural renovations near-impossible, but by creating a powerful narrative and a compelling identity, the space itself became a canvas for community, expression, and culture.
Jumpa became a proof point for how a distressed asset could be reimagined to fuel commercial ambition through brand.
Let’s talk
What would you like to discuss? We’re here to listen.
