Kuala Lumpur is renowned for its shopping malls. However, The Exchange TRX is no ordinary retail destination. It’s destined to become the beating heart of the city’s social, economic, cultural, and financial landscape, paving the way for world-firsts and new-to-market brands.
With so many retail destinations promising various offerings, what differentiates The Exchange TRX as a class above the rest?
Working closely together with Australian-based real estate developers Lendlease, NagaDDB Tribal built a distinct identity by positioning The Exchange TRX as the evolution and new social heart of Kuala Lumpur. More than just a premium retail destination, it is an avant-garde lifestyle space where ordinary moments are exchanged for extraordinary experiences.
Naga DDB Tribal Chief Creative Officer Alvin Teoh said, “These days, people expect physical retail to offer something extraordinary: a transformative space with the power to elevate individuals into refined versions of themselves. More than just a place to go, people seek places to grow.”
Being ‘Experience Makers’ ourselves, Naga DDB Tribal has strategically showcased The Exchange TRX as an intersection of local and global influences on both traditional and digital platforms including newspapers, magazines, MRTs, in-mall hoarding boards, digital and traditional billboards, website, radio and a 3-storey flat iron screen located within The Exchage TRX itself.
The campaign elevates The Exchange TRX as an exceptional space that not only sets new standards in the retail industry but also stands as a landmark embodying it as the new social heart of Kuala Lumpur.
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