UEM Sunrise has unveiled a nature-themed mural "Happy Space at Lot 149" in Kuala Lumpur, adorned with colours of the local landscapes and its rich biodiversity. This signifies the company's commitment to sustainability and the environment. The mural follows the announcement from Dewan Bandaraya Kuala Lumpur (DBKL) to incorporate local street art into the capital city. As such, the property developer teamed up with eight local artists from E&M Services and Nippon Paint, which sponsored the paint used for the mural. According to UEM Sunrise, the artists have works featured around the city and are no strangers to the streets of Kuala Lumpur.

The mural is located next to W Hotel at the junction of Jalan Ampang and Jalan P. Ramlee and adjacent to Kuala Lumpur City Centre (KLCC). CEO Sufian Abdullah told A+M that the artists were hired for "a reasonable professional fee" while Nippon Paint sponsored 800 litres of its low volatile organic compounds and eco-friendly paint and 100 litres of low odour wall sealer.

UEM Sunrise had initially planned for a physical activation which was placed on hold due to the imposition of the Conditional Movement Control Order as a result of the rising COVID-19 cases. Currently, with more sectors opening up, and more people getting fully vaccinated, the company is "optimistic that this will increase vehicular and foot traffic in the city again", Abdullah told A+M.

The location of the mural was chosen as KLCC is a prime location for vehicular and foot traffic with many tourists and locals strolling through this part of the city pre-COVID-19. The location also "augurs well for brand awareness and posturing"," he explained.

Meanwhile, UEM Sunrise has also planned a digital campaign to draw attention to the mural and according to Sufian, the campaign will be rolled out in time for National Day. "As the mural is expected to be up for several more years, we look forward to more eyeballs and excitement as the lockdown is lifted and the economy opens up again," he added. At the same time, the property developer also plans to create more buzz and excitement through on-ground activities and social media contests with visitors once the situation permits. "This is also our way of supporting the local art scene; by creating greater awareness of the immense amount of talent amongst Malaysian artists", he explained.

"Our project encapsulates our C.H.I.E.F values, an acronym for caring, honest, involved, enthusiastic, and fun-loving, which is a part of our company’s brand values. We care for the environment; we get involved by volunteering and we are enthusiastic about making a difference in society", Sufian said. The C.H.I.E.F values were launched last year along with its new tagline "Find Your Happy", signifying belief, optimism and resilience.

Earlier this year, the company has unveiled three brand new hUb-themed mobile apps - hUb Home, hUb Mall, and hUb Life with the aim to serve UEM Sunrise's loyal customers, also known as Trésorians and future homeowners, as a one-stop platform for their property buying experience. 

Source: Marketing Interactive