Suria KLCC Elevates Experience-Led Retail Strategy as Visitor Trends Shift

Suria KLCC, one of Malaysia’s most iconic retail destinations, is sharpening its focus on experience-driven retail as shopper habits evolve in the post-pandemic landscape. Positioned at the base of the Petronas Twin Towers and adjacent to the 50-acre KLCC Park, the mall continues to benefit from a dual identity—serving professionals on weekdays and families, tourists, and lifestyle-seekers on weekends.

Chief executive officer Francis Tan said this shift in footfall has influenced the mall’s long-term strategy as it strengthens its role as both a premier retail hub and a cultural destination within central Kuala Lumpur.

“No competitor can replicate our unique integration with KLCC Park, the symphony fountains, and the Twin Towers,” he said during an interview with EdgeProp.my. “Our strategy is built on continuous evolution, guided by the promise of ‘Always Something New’—supported by tenant curation, experiential programming, and digital engagement.”

Data-Driven Tenant Mix to Match Consumer Demand

Tan said Suria KLCC’s tenant mix is curated using rigorous research and performance tracking.

“We conduct market studies to understand precisely what shoppers want. Once the right brands come in, we monitor their performance closely. If a store delivers good results, we renew. If not, we look at whether it’s an operational issue or a mismatch with customer expectations,” he explained.

Post-pandemic, the mall has seen a clear shift toward experiential retail, especially in food and beverage. This has driven the introduction of exclusive dining concepts including Burger & Lobster, Benihana, Sushi Azabu by Isetan, The Oriental Park, and Sushiro. Upcoming additions include Smith & Wollensky from New York.

“These are brands that can’t be experienced online and can’t be found elsewhere in the city. Experiences like these are what keep shoppers returning to the physical mall,” he added.

Leveraging Cultural Programming and KLCC Park

Suria KLCC continues to differentiate itself by activating KLCC Park and the Esplanade for public events and cultural showcases.

“Our event strategy focuses on signature programmes that are unique to our location, commercially synergistic with tenants, and improve overall visitor experience,” Tan said.

The mall hosts high-profile events such as KL Fashion Week, its signature Picnic in the Park, festive activations, and curated lifestyle campaigns that draw millions of visitors annually.

Families can visit Petrosains, dine at exclusive restaurants, shop across premium brands, and unwind at the park—creating an elongated, seamless visitor journey rarely found in other commercial property in KL.

Appealing to Gen Z in the Experience Economy

Suria KLCC attracts nearly 50 million visitors annually, a mix of office workers, families, tourists, and increasingly, younger consumers.

“Gen Z is not just a demographic; they’re cultural drivers. Their preferences for authenticity, visual experiences, and social impact shape how we engage,” Tan said.

The mall has invested heavily in immersive and Instagrammable experiences—such as hosting KL Fashion Week with the Twin Towers as the backdrop—while also championing social causes.

Suria KLCC earned a platinum award for its mental-health advocacy, including the “Be Kind” online campaign addressing cyberbullying, supported by NGOs and youth-focused platforms.

Retailtainment as the Competitive Edge

While e-commerce continues expanding, Tan believes Suria KLCC’s strength lies firmly in experiential retail.

“Online platforms provide convenience, but they can’t deliver the sensory experience of being at KLCC—whether it’s a fashion showcase, fine dining with a view of the Twin Towers, or a cultural event in the park,” he said.

This positioning aligns with broader consumer trends across Kuala Lumpur’s urban market, including demand growth around office space in Bukit Jalil, lifestyle-led townships, and mixed-use precincts near major commercial hubs and transport networks.

New Openings Ahead of Visit Malaysia Year 2026

Suria KLCC is advancing its pipeline of experiential concepts and high-value brands. Upcoming developments include the renovation of Emporio Armani, the opening of Gentle Monster’s second Malaysian store, and additional F&B and wellness concepts.

“We are already preparing for next year’s KL Fashion Week, which will coincide with Visit Malaysia Year 2026. Visitors can expect exciting new collaborations and activations,” Tan said.

The group also manages Alamanda Shopping Centre in Putrajaya and Mesra Mall in Terengganu, expanding its footprint across diverse market segments that complement growth in other high-demand corridors, from industrial land in Selangor to the rising demand for factory space in Puchong and industrial property in the Subang area.