{"content":"#### The Challenge\n\nHow to gain traction and recognition amidst the many established malls in Penang Island?\n\n#### Cogent's Strategy\n\nGPM was positioned as the premier shopping destination. As the first mall in the region to incorporate a heritage site into its design, GPM had to be imagined differently. The image of a feather, symbolising flight (a mall soaring high) and a striking appearance was reflected on shopping, dining and heritage.\n\n#### Key Takeaway\n\nIts distinctive visuals intrigued people to find out about Gurney Paragon Mall and landed it the opportunity to host Penang Fashion Week\n\n![](https://static.wixstatic.com/media/669de3_c18dd6c78810a6794b74e7bd9a935292.jpg/v1/fit/w_190,h_570,q_90,enc_avif,quality_auto/669de3_c18dd6c78810a6794b74e7bd9a935292.jpg)","original_url":"https://www.cogent.com.my/gurney-paragon-mall-launch","path":"/gurney-paragon-mall-launch","title":"Gurney Paragon Mall Launch | Cogent Ideas","page_type":"service","word_count":97,"key_claims":["Gurney Paragon Mall is Penang Island's first mall incorporating heritage site","Campaign used feather imagery symbolizing flight and heritage","Campaign success resulted in hosting Penang Fashion Week"],"content_summary":"Cogent's marketing for Gurney Paragon Mall launch in Penang used feather imagery symbolizing flight and heritage, resulting in hosting Penang Fashion Week.","topics":["shopping mall","branding","heritage design","Penang","marketing campaign"],"author":null,"published_date":null,"price":null,"currency":"MYR","parent_profile":{"id":"749b4810-41c9-41a0-8ffa-77d57303b4ff","slug":"cogent-com-my","name":"Cogent | Integrated Creative Marketing Agency | Malaysia","url":"https://cogent.com.my/"}}