The Award recognised Pavilion KL’s Tokyo Street for Marketing Excellence in the category of Grand Opening, Expansion and Renovation. This adds to premier mall’s stable of ICSC awards — VIVA Best-of-the-Best Award Honoree (2011); Best PR Marketing (2010); and Innovative Design & Development of a New Retail Project (2010) — and brings Pavilion KL’s award tally to 23 international and national awards, since its inception in 2007.
The competition saw more than 155 entries from shopping malls across the Asia Pacific Region. Apart from the gold award, Pavilion KL was also a finalist in two other categories — Cause-Related Marketing (Buddy Bears Unite) and Sales, Promotion and Events (600-Foot Long Dragon Descends).
Top award: Pavilion Kuala Lumpur won the prestigious Gold Award at the recent International Council of Shopping Centres (ICSC) Asia Pacific Shopping Centre Awards 2012.
The awards ceremony was held in conjunction with the ICSC World Summit 2012 in Shanghai, China. Pavilion KL’s marketing director Kung Suan Ai said, “The award validates our on-going efforts to consistently evolve, refresh and deliver a holistic experience for our shoppers.
“We are constantly on the lookout for innovative marketing campaigns, as we believe shopper engagement is at the heart of a mall’s success.” The gold award is the first for Tokyo Street which celebrated its first anniversary in July 2012.
Situated on Level 6 of Pavilion Kuala Lumpur, Tokyo Street is one of seven themed precincts alongside Centre Court, Connection, Couture Pavilion, Fashion Avenue, Gourmet Emporium and Seventh Heaven, offering visitors a 360-degree retail experience.
Dubbed the definitive Tokyo of Malaysia, Tokyo Street is the first retail concept for South-East Asia which celebrates Japanese food, retail, arts and culture. Inspired by the essence of Ginza and Shibuya’s cityscapes as well as the imperial history, the precinct’s design and layout embodies that of Japan, presenting a cutting-edge yet tranquil setting for the best and most popular in its retail offerings.
From traditional Japanese festivals such as Tanabata (Japanese star festival) and Jugoya (Japanese Full Moon Festival) to arts such as Kamishibai (Japanese paper theatre) to Hinamatsuri (doll festival) and even to showcasing the latest in Japanese music and fashion with artistes such as Miyavi and Ena Matsumoto among many others, Tokyo Street also allows visitors to get a glimpse into the rich culture and heritage of Japan, and gives some comfort of home to the Japanese expatriate community in Malaysia.
-thestar online.
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