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Design Village

Design Village is an award-winning outlet mall in , , , featuring an open-air shopping concept built on 24 acres of former plantation land. Opened on November 23, 2016, it serves as the first and only premium outlet mall in northern , offering discounted luxury and international brands in a sustainable, eco-friendly environment. The mall, owned and managed by PE Land (Penang) Sdn Bhd, spans a built-up area designed to integrate with its tropical surroundings, earning the Platinum Award in Malaysia's GreenRE certification in March 2025 as the greenest mall in the country. It houses over 150 stores, including outlets for brands like , , Coach, , and local favorites such as Carlo Rino and , with discounts typically ranging from 30% to 90%. Beyond shopping, Design Village includes dining options, an outdoor playground, and event spaces that host promotions, sales, and community activities year-round. As part of Penang's third masterplan, the mall is strategically located near major developments like Utropolis, Aspen Vision City, and the state's first store, enhancing its role as a key retail and leisure destination. Its emphasis on , spacious layout, and family-friendly amenities has made it a popular attraction, drawing shoppers from across and beyond.

History and Development

Planning and Construction

The development of Design Village was spearheaded by PE Land (Penang) Sdn. Bhd., a of the group that owns and operates The Spring in , . In October 2013, PE Land won an open tender from the Development Corporation (PDC) to acquire and transform a 24-acre site of former plantation land in Bandar Cassia, , into a premium outlet mall as part of Penang's Northern Corridor initiative. This acquisition involved a purchase and development agreement signed with PDC and CB Richard Ellis (M) Sdn Bhd (CBRE) to handle marketing and consultancy, marking the initiation of in the mid-2010s. The project aimed to create Malaysia's largest outlet mall, emphasizing a sustainable, experiential environment integrated with lush tropical elements to blend shopping with natural surroundings. The construction phase was launched in April 2015, with progress reaching 10% by late April, keeping the project on schedule for a late-2016 completion. The official launch ceremony, officiated by , was held on May 14, 2015, at Georgetown's historic Blue Mansion, signaling the start of the build phase on the single-storey, open-air structure. The full mall spans a built-up area of 37,161 m² designed around weather-protected verandah walkways, a central loop system for easy navigation, and "jewel box" pavilions surrounded by tropical landscaping to promote natural ventilation and a garden-like ambiance. The initial investment for the mall's construction totaled RM300 million, part of a broader with a gross development value exceeding RM1 billion that included plans for adjacent and residential components. Key objectives focused on fostering a "fresh" through innovative layouts that prioritized , greenery, and premium brand integration, transforming the former into a verdant hub. To secure tenancy commitments ahead of completion, PE Land forged partnerships with luxury and brands. By late 2016, over 80 and brands had committed through memorandums of understanding, representing more than half of the planned stores. wrapped up in late 2016, with the site fully prepared for operational transition, adhering to the three-year timeline outlined in the original tender agreement. This phase underscored PE Land's commitment to high-quality, eco-integrated development, drawing on expertise from architects like BYG Architecture Sdn Bhd to realize the tropical garden-centric vision.

Opening and Initial Operations

Design Village officially opened on 23 November 2016, with the launch ceremony officiated by . The event marked the debut of northern Malaysia's first premium outlet mall, spanning 24 acres in Bandar Cassia, , and featured a mix of international and local brands offering year-round discounts. At launch, the mall had approximately 70% tenant occupancy across its 150 stores, reflecting strong initial interest from retailers despite the novelty of the outlet format in the region. To reach full occupancy, management implemented strategies such as attracting additional international brands and expanding food and beverage options, including the opening of a dedicated by mid-2017 to better accommodate prolonged shopping visits. Early operations faced challenges in integrating the outlet model into northern Malaysia's retail landscape, where consumers were less familiar with premium discounted shopping compared to southern hubs like . Marketing efforts emphasized its status as the region's only such venue, targeting both local residents and tourists to build awareness and drive adoption. In 2017, Design Village targeted footfall of around 2.5 million visitors, having recorded 1.1 million in the first seven months with RM66 million in retail spending. Operational adjustments were made based on visitor feedback, such as enhancing dining facilities to address demands for extended stay options and improving store layouts for better navigation. The mall played a key role in Penang's urban expansion, serving as a retail anchor in Bandar Cassia within Batu Kawan, the state's third satellite township developed to alleviate congestion in George Town and foster economic growth in Seberang Perai.

Location and Facilities

Site and Accessibility

Design Village is situated in , , Malaysia, specifically within the Bandar Cassia township at 733, Jalan Cassia Barat 2, Mukim 13, with geographic coordinates of 5.244576°N 100.438400°E. This positioning places it as a key component of 's expanding mainland infrastructure, contributing to the development of the state's third . The outlet mall benefits from proximity to several notable developments in the Batu Kawan area, including Utropolis by the , Aspen Vision City, and Penang's inaugural store, all integrated within the broader Bandar Cassia ecosystem. Accessibility is enhanced by its location near major roadways, such as the Sultan Abdul Halim Muadzam Shah Bridge (Penang Second Bridge), which connects it efficiently to and beyond, with toll fees applying for vehicular crossings. Public transportation options include bus routes 801 and 802, which stop nearby, facilitating access from central areas like George Town via transfers at hubs such as Mall. On-site parking is provided through open-air and multi-storey facilities capable of accommodating over 2,500 vehicles, including designated spots for electric vehicle charging to support sustainable mobility; as of August 2025, this includes a 14-bay EV charging hub. The site was developed on 24 acres of former plantation land, transformed into a tropical garden setting that emphasizes green surroundings and earned Platinum certification under the GreenRE scheme for its environmental integration.

Architecture and Layout

Design Village features a single-storey with a total built-up area of 37,161 m² (400,000 sq ft), designed as an open-air retail complex integrated into a 24-acre tropical garden setting. The layout adopts a unique figure-eight configuration inspired by traditional shophouses, promoting a pedestrian-friendly with continuous sheltered verandah walkways that connect 150 store units and encourage leisurely browsing. Central to the design is a prominent surrounded by lush green spaces and features, which enhance the garden-integrated pathways and provide shaded, naturally ventilated circulation areas. is incorporated through features such as V-shaped roofs for natural ventilation, solar-controlled glazing, and eco-conscious covering 82% of the site with minimal usage, allowing open areas to host events seamlessly without interrupting operations.

Retail and Tenants

Major Brands and Stores

Design Village features over 150 retail outlets, offering a mix of international and local brands operating on a factory outlet model that provides discounts of up to 90% on premium and high-street merchandise. This pricing strategy emphasizes overstock and end-of-season clearances, making it a key destination for value-driven shopping in Northern Malaysia, where it serves as the region's only dedicated outlet mall. The tenant mix is diverse, spanning , accessories, , and daily essentials, with a focus on branded apparel and products. In and accessories, prominent stores include Guess, Levi’s, , Coach, Bonia, Carlo Rino, , and , offering discounted clothing, handbags, and footwear. outlets feature , , , , , and On, to activewear and casual athletic needs. Essentials are covered by chains like , , and , providing health, beauty, and travel goods at reduced prices. At its opening in , the mall achieved an initial occupancy rate of 85%, which has since evolved, reaching 83% as of March 2024 with a target of 93% by March 2025, comprising 183 shop lots occupied by a blend of and specialty tenants. This growth underscores Design Village's role in addressing the demand for premium discounted retail in Northern , attracting both locals and tourists with its comprehensive brand selection.

Events and Promotions

Design Village Penang regularly hosts midnight sales under promotions like the Jom Midnight Sale, which extend operating hours until 12 AM to encourage extended shopping sessions with discounts up to 85% on select brands. These events feature brand-specific deals, such as up to 70% off at Carlo Rino and buy-two-get-one-free offers at , drawing late-night crowds during themed periods like . Seasonal events and community activities are central to visitor engagement, including the Bazaar with evening vendor stalls starting at 5 PM and the Deepavali Promotion celebrating the through themed decorations and sales. Other initiatives encompass the Run for Peace 2025 charity run, Pesta Kopi coffee festival with workshops and live performances supporting local vendors, and the Penang Men's Health Day 2025 offering free screenings, expert talks, and family activities. Brand launches, such as the E-Waste Station in partnership with local authorities, and cultural displays like the Show by the Penang Art Society, utilize open spaces for interactive gatherings. The mall markets itself as Penang's premier outlet destination through digital campaigns on platforms like and , highlighting exclusive deals and event previews to attract regional shoppers. Partnerships with brands like for buy-two-get-50%-off promotions until November 17, 2025, and Entopia for 20% off attraction tickets via on-site promo codes, enhance cross-promotional appeal. These initiatives, adapted since the mall's 2016 opening to foster repeat visits in the Northern Region, significantly boost foot traffic via themed sales and tenant collaborations, as evidenced by participant acknowledgments in events like Run for Peace.

Impact and Recognition

Economic and Community Role

Design Village has significantly contributed to the local economy in by generating direct for approximately 900 individuals since its opening in 2016, with most positions filled by residents from the surrounding areas, thereby providing stable job opportunities in retail and related services. This direct job creation, combined with indirect in supply chains, , and ancillary services spurred by increased commercial activity, has resulted in thousands of opportunities overall, supporting in Penang's . The mall's establishment has acted as an economic catalyst for , positioning it as Penang's third alongside George Town and Bayan Lepas, through enhanced commercial vibrancy and infrastructure integration that drives regional growth. As a key retail destination, Design Village attracts visitors from Northern and international tourists, bolstering the area's ecosystem and contributing to 's broader economic landscape. In its early years, the outlet mall recorded 1.1 million visitors in the first seven months of 2017 alone, generating RM66 million in retail spending, and targeted 2.5 million visitors to capitalize on regional . By fostering a premium outlet experience with over 150 stores, it has drawn shoppers from beyond , enhancing the northern region's retail competitiveness and supporting ancillary sectors like and . Cumulatively, since opening, Design Village has achieved RM1.1 billion in retail , underscoring its role in stimulating economic activity and contributing to 's GDP through retail and revenues. In terms of community integration, Design Village supports local initiatives by partnering with nearby developments such as , creating a synergistic hub that benefits residents and visitors alike through shared and events. The mall has contributed RM3.5 million to the Penang Development Corporation for community support programs, funding local enhancements and fostering social ties in Bandar Cassia. Additionally, it hosts and collaborates on regional events that promote cultural and recreational activities, strengthening while aligning with 's evolution into a vibrant urban center.

Awards and Sustainability

Design Village Outlet Mall achieved a significant milestone in sustainable retail development by becoming the first outlet mall in to receive the GreenRE Platinum in March 2025, earning 107 out of 120 credits for its comprehensive environmental strategies. This , awarded by the Green Building Council of , recognizes the mall's integration of energy-efficient systems, adoption, and resource conservation measures, setting a for eco-friendly commercial spaces. In 2024, Design Village was honored with the award in Best Managed and Sustainable Property Awards in the Below 10 Years Non-Strata category, highlighting its innovative approach to since its opening in 2016. This recognition underscores the mall's ongoing efforts to align with developer PE Land's environmental objectives, which emphasize long-term and reduced ecological impact in commercial developments. Key sustainable features include an energy-efficient design with 100% LED lighting, a fully optimized system, and natural ventilation to minimize . The mall incorporates a 3,584-panel , launched in 2023, targeting 29% generation and producing 2,868 MWh annually, which is projected to avoid 39,037 tons of CO₂ emissions over a decade. is supported through eco-conscious across the preserved 24-acre tropical , where 82% of green spaces use minimal with over 20 native plant varieties to reduce water usage. Ongoing commitments reflect PE Land's broader sustainability goals, including advanced via a Composting program for food waste, launched alongside an charging hub in 2025, with a target of zero landfill waste by 2027. Green space maintenance involves regular ecological monitoring and wildlife relocation protocols to preserve , ensuring the mall's operations continue to evolve toward net-zero environmental impact post-2016.

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