Suria KLCC bets on experience-led retail as visitor patterns evolve

• The shift in footfall has guided Suria KLCC’s long-term strategy to strengthen its dual role as a retail and lifestyle destination.

KUALA LUMPUR (Nov 13): At the foot of Malaysia’s most recognisable landmark, Suria KLCC is navigating two distinct personas: weekday business hub and weekend lifestyle destination.

Suria KLCC CEO Francis Tan said on weekdays, the mall functions as a social and business hub for surrounding offices, while on weekends, it becomes a leisure destination for families and local shoppers.

“We’re quite blessed because no competitor can replicate our integration with the Petronas Twin Towers, the 50-acre KLCC Park, and the musical symphony fountain,” he told EdgeProp.my during an exclusive interview.

He added that this shift in footfall has guided Suria KLCC’s long-term strategy to strengthen its dual role as a retail and lifestyle destination.

“KLCC is an iconic destination. Our strategy is one of constant evolution and is guided by our tagline, ‘Always Something New’.

“To keep Suria KLCC relevant and maintain our leadership position, we focus on three core pillars: tenant mix curation, experiential marketing, and digital amplification,” he said.

How Suria KLCC curates a tenant mix that matches demand

According to Tan, the mall’s tenant strategy is backed by continuous research and performance monitoring.

“We do extensive market research and surveys to find out what our customers want. Then, we pursue the kind of brands or shops our customers say they want to see in Suria KLCC. After they come in, we regularly monitor tenant sales to decide whether to renew their lease when it’s due. If they perform well, we’ll renew them.

“If they do not, we’ll see how we can replace them. If nine shops in a zone perform well but one does not, we know it’s not a traffic issue but likely the tenant’s offering or operations,” he explained.

Tan added that physical retail has evolved after Covid-19, as shoppers these days seek more than just convenience.

“With online shopping gaining traction during the pandemic, we knew that for shoppers to come back to physical malls, we had to give them something they couldn’t get online. We need to sell experience, not just products,” he said.

This has led Suria KLCC to focus on dining and lifestyle experiences.

“Post-pandemic, we elevated our food and beverage (F&B) offerings by introducing several new restaurants, such as Burger & Lobster, Benihana, The Oriental Park, Sushi Azabu by Isetan, and Sushiro. Soon to open will be Smith & Wollensky from New York, a premium steakhouse.

“These restaurants are exclusive to Suria KLCC. Not only can you not get them online, you won’t find them in any other mall in the city. These are the things that drive shoppers to our physical mall,” Tan added.

Using park, public spaces and culture to drive visits

Beyond F&B, Suria KLCC has invested in destination-driven events and cultural programming to sustain visitor traffic.

“We also curate a calendar of exclusive events at Suria KLCC, including our anchor partnership as an official venue for KL Fashion Week and our popular Picnic in the Park, along with festive campaigns.

“This initiative transforms the mall into a dynamic cultural hub, attracting millions of visitors every year,” he said.

The adjacent KLCC Park, Tan added, remains a key differentiator.

“KLCC Park is a 50-acre public park, a unique feature in the KLCC precinct. In recent years, we’ve leveraged it for special events held both in the park and the Esplanade area.

“When holding events there, we look at three key things: it has to be a signature programme that’s unique and unreplicable, it must integrate commercially with our F&B tenants, and it must enhance the customer journey. Families can visit Petrosains, shop, and then relax in the park. This creates a seamless experience that naturally extends dwell time,” he said.

Adapting to the new ‘experience’ economy

Tan said Suria KLCC records about 50 million visitors annually, comprising a mix of office workers, families, and tourists, with growing influence from younger demographics.

“We understand that the Generation Z (Gen Z) demographic is crucial. They’re not just customers but cultural influencers, and their impact is profound,” he said.

He added that Gen Z’s preference for authentic and purpose-driven experiences has shaped the mall’s engagement direction.

“Our strategy focuses on digital and Instagrammable experiences. A good example is our role as the official venue partner for KL Fashion Week, where over 50 designers showcase their collections with the Petronas Twin Towers as backdrop, creating an iconic and highly shareable cultural moment.

“Our longstanding advocacy for mental health, recognised with a platinum award by the Malaysia Shopping Malls Association, is another example. In 2024, our ‘Be Kind’ online campaign addressed cyberbullying, a critical issue for younger generations, supported through NGOs and podcasts,” Tan said.

Despite e-commerce growth, Tan said Suria KLCC’s strength lies in offering what online platforms cannot.

“E-commerce offers convenience, but it can’t replicate the holistic sensory experience of a world-class destination like KLCC.

“From KL Fashion Week to Picnic in the Park, we leverage our unique setting to create unforgettable retailtainment experiences that are our biggest advantage,” he said.

Roadmap ahead of Visit Malaysia Year 2026

Tan added that Suria KLCC is continuing to expand its experiential offerings and tenant mix. Emporio Armani is renovating its Level 1 store, Gentle Monster will open its second outlet in KLCC, and several F&B and wellness concepts are in the pipeline.

“We’re also already in talks for the third edition of KL Fashion Week next year, which will coincide with Visit Malaysia Year 2026, showcasing Malaysia to the world.

“There are exciting collaborations with tenants that we can’t reveal yet, but visitors can expect more unique experiences,” he said.

Suria KLCC also manages Alamanda Shopping Centre in Putrajaya, and Mesra Mall in Kemaman, Terengganu.

As Penang girds itself towards the last lap of its Penang2030 vision, check out how the residential segment is keeping pace in EdgeProp’s special report: PENANG Investing Towards 2030.