GR.iD taps 8traordinary to lead branding and creative after PoMo name refresh

GR.iD under Gaw Capital (formerly PoMo Mall) has appointed 8traordinary to lead brand and creative duties for one year following a pitch in 2021. 8traordinary’s mandate includes brand consulting, O2O solutions, strategy and social media marketing, integrated media buying, public relations, campaigns and activations and design experience. The agency’s first charge was the soft launch of GR.iD in the fourth quarter of last year and the grand opening scheduled for the first quarter of 2022.

GR.iD is back with a complete facelift and a unique mix of tenants refreshed after two years of extensive asset improvement work. Ready to be a vibrant, forward-thinking and hip destination of choice for the young and the young-at-heart, GR.iD focuses on “social interactions” with its uniqueness exemplified by features such as a social staircase, social toilets, a mural designed and painted by a collaboration of artists from NAFA, LASALLE, SOTA and NTU. It is understood that more than three agencies have been invited to pitch.

According to Jeffrey Lim, founder and CEO of 8traordinary, the agency’s strong understanding of GR.iD’s target audience – Gen Z and Millennials – and how they view retail and new experiences, as well as its solid creative strategy in its approach, have won the no.

“The changing dynamics in the retail industry create the need for new thinking and courage. We are excited to partner with GR.iD to take a neoteric position in the retail scene,” said he added.

Diane Aw, Director – Asset Management of Gaw Capital, said: “Entertainment is more than just entertainment and momentary pleasure at GR.iD, it is a space that shapes meaningful interactions and compelling experiences. A space for dreamers, playmakers and doers. We’re thrilled to partner with 8traordinary to champion that freedom to retreat, rejuvenate and reinvent yourself at GR.iD.”

Prior to GR.iD, the consultancy also recruited and worked with several retail industry clients including Funan, Millenia Walk, DUO Galleria and Far East Malls. Founded in 2019, the agency also won the Silver and Local Hero awards for Specialty Agency of the Year – Retail at INTERACTIVE-MARKETING2021 Agency of the Year Award.

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