Project / Mall of Medini
Task / Logo and Visual Identity Design, Brand Positioning, Wayfinding and Signage
Client / UEM Land / Nusajaya Lifestyle
Year / 2012
The Mall of Medini is a family-oriented lifestyle mall which serves as the main entrance to the LEGOLAND® theme park. It is located in the heart of Nusajaya (renamed as Iskandar Puteri) in Johor, Malaysia; and is just 15 minutes from Singapore.
“Play is a child’s work and their way of trying out new skills, whilst perfecting others. Providing a box of random pieces of lego and unstructured time is essential to ignite their imagination and develop their creativity.”
Dr Baker’s insight inspired our brand positioning for the Mall of Medini. Besides LEGOLAND®, the Mall was to have an Outdoor Xtreme Park and an Indoor Interactive Hub. The visual identity that we developed for print and signage applications revolved around the idea of “flights of imagination”—where everyone and everything can fly—and the tagline “Live it Up!”
APPLICATION OF IDENTITY
WAYFINDING & SIGNAGE
schematic drawings
info desk
The original design with two propeller fans and a clock which takes on the Mall’s visual identity was not executed due to budget constraints.
signage_interior
signage_exterior
THEN AND NOW
Mall of Medini promotional leaflet.
UPDATE (as of Nov 2017)
The Mall of Medini did not live up to its grand ambitions. While the Mall did do fairly well when LEGOLAND® opened its doors, business flagged when LEGOLAND® made another access way a few years later, allowing visitors an option to bypass the Mall.
The sparse working population in Iskandar Puteri is also detrimental to the retailers’ survival, and as a result of these, many of the malls’ tenants have closed. Nonetheless, the venue has recently been given a new lease of life, hosting art festivals and other cultural events; and may yet realise its potential in the near future, albeit reduced in scale.