The Curve is celebrating its 20th anniversary with a year-long extravaganza. — Photos: ONG SOON HIN/The Star
Nestled in the heart of Mutiara Damansara, Petaling Jaya (PJ), the first open-air pedestrianised shopping mall – the Curve – welcomed its visitors in December 2004.This year, the “pearl” of Mutiara Damansara celebrates its 20th anniversary – a testament to its unwavering commitment to the community it serves.
The Curve was conceived to break away from the traditional big-box mall design, drawing inspiration from outdoor dining trends and themed landscapes.The result is a sprawling 5.26ha site featuring a mix of al-fresco and air-conditioned spaces, making it a sanctuary for shoppers.
With over 250 retail outlets, a weekend ‘street market,’ and a rich selection of international food and beverage (F&B) offerings, shoppers are in for a unique retail experience.
Year-long extravaganza
One of the key highlights of the Curve’s 20th Anniversary celebration is the “Slide the Curve” campaign, which, along with other events such as Retro Havoc, Merdeka Food Run, Love Food Fest, and the Dodgeball Championship, reflects the mall’s dedication to consistently engaging its shoppers.
Boustead Properties Bhd chief operations officer Jazmi Kamarudin notes, “The introduction of the water slide in the mall is part of our anniversary celebration and demonstrates our commitment to creating unique and memorable experiences for our visitors.”
Jazmi highlights the importance of community engagement and adaptability in the mall’s enduring success.
Additionally, the Curve was recognised by the Malaysia Book of Records for “The Most Extensive Display of Raya Greeting Cards”, earning the title for the largest display of its kind in the country.
Beyond that, to further engage shoppers, the Curve is offering a grand lucky draw with prizes totalling up to RM150,000, including a Honda WRV as the grand prize, reinforcing its dedication to fostering community connections and enhancing the shopping experience.
Community-centric design
The Curve was designed with the community in mind. Its pedestrian-friendly layout ensures that families can move around freely without the hassle of traffic while enjoying the al-fresco ambiance at The Street.
Safety and comfort are paramount, with well-lit car parks, baby care rooms, 24-hour security, and a state-of-the-art cooling system to maintain a pleasant environment.
The emphasis on community extends beyond physical infrastructure.
The mall hosts various events to bring people together, from their famed New Year street parties with spectacular fireworks displays to the recently organised 5km Merdeka Food Run 2024, complete with food-themed pit stops.
Food unites people, notes Jazmi, highlighting how the mall has always been a platform for local businesses, providing opportunities through its well-loved flea markets and pop-up events.
The Curve culinary landscape expands in 2024 with new F&B establishments, enriching the dining experience for its visitors. Notable additions include Serai, Richeese Factory, Flint and Yishensu Vegetarian Cuisine alongside the recent openings of Suki-ya and other beloved spots.
Over the years, the Curve has continuously adapted to evolving consumer trends and a shift in tenant mix, especially during the pandemic.
New tenants such as Forever 21, Eiger, Anta Kids, and Cotton On showcase the mall’s dedication to staying ahead of consumer trends, providing a wide range of styles from fast fashion to outdoor wear.
“From opening home decor and DIY stores during the pandemic to introducing a premium Korean Food Market and expanding our kids’ zone, our tenant mix reflects our responsiveness to consumer trends,” Jazmi notes.
Moreover, the Curve has embraced technological advancements and green initiatives, and is said to boast the most number of electric vehicle (EV) chargers in a mall within PJ, and promoting mall-wide recycling campaigns with its tenants.
A toast to many more milestones
From hosting international squash tournaments to being the first stop for burgeoning F&B brands like Marché and Bubba Gump, the Curve has a rich history of milestones.
It has been a venue where visitors can experience the Malaysian way of life, sitting outdoors and enjoying meals with family and friends.
As the Curve looks ahead, it remains committed to its community-centric ethos with ongoing projects like The Lines – mixed development the iconic eCurve site – and new tenant introductions.
In the words of Jazmi, “A heartfelt thank you to all our tenants, partners, customers, and especially our staff. We couldn’t have reached this milestone without you.”
The Curve is not just a mall, it’s a vibrant community hub, constantly evolving and adapting, yet always staying true to its roots, he concludes.
