Singapore creatives visit Melaka to collaborate on ‘phygital’ ideas for Hatten Land’s ELEMENTX mall 

A DELEGATION of more than 40 creatives and entrepreneurs from Singapore will meet their counterparts in Melaka to brainstorm ideas for ELEMENTX, the new “phygital” (physical and digital) retail development by Hatten Land.

Taking place from Jun 3 to 5 at Hatten Land’s invitation, the trip is led by Singapore-based not-for-profit arts and culture organisation Global Cultural Alliance (GCA) as part of its cross-cultural exchange programme, Urban Culture Asia, which has previously gone to Jakarta, Ipoh and Manila.

In the Urban Culture Asia: Melaka edition, participants from Singapore and Malaysia will take part in a “design-think sprint” session, brainstorming ideas for how to position the mall as a centre of attraction, and target customers.  

In a joint release with GCA on Wednesday (Jun 1), the Catalist-listed Malaysian developer said the exchange would let both sides leverage ELEMENTX “as a phygital platform for the co-creation of new business opportunities”.

The delegation of Singapore entrepreneurs comprises representatives from sectors such as education, e-sports and fashion. They will also have opportunities to explore Melaka and its culture with a guided tour on the first day and a traditional Malay love ballad performance, dondang sayang, after the “design-think-sprint” session.

The visit follows a series of Singapore-Melaka webinars curated by GCA the previous year, which Hatten Land’s managing director Colin Tan saw as a demonstration of synergy between both cities.

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“Now that borders are opened, Hatten has the pleasure of welcoming entrepreneurs from Singapore to ELEMENTX to explore how further dialogue and collaboration between Singaporeans and their Melakan counterparts can spark off new ideas and trends which will enrich the peoples of both cities and countries,” said Tan. 

Phan Ming Yen, director of GCA, said the programme hopes “to facilitate fruitful discussions and encourage co-creation and collaboration among delegates from both countries”. 

“With the reopening of Singapore’s borders with Malaysia, we hope that Urban Culture Asia: Melaka will be able to provide a pathway for Singapore-based creatives and entrepreneurs and their counterparts in Melaka to bounce back from the impact of the pandemic,” he added.