G.A Brand Design + Sime Darby Property launch new luxury lifestyle brand Alya Kuala Lumpur

Alya_Unipole.jpgG.A Brand Design Kuala Lumpur in partnership with Sime Darby Property Berhad, recently unveiled a new luxury lifestyle brand called Alya Kuala Lumpur

Targeting both local and foreign luxury consumers, Alya is a 360-acre leisure destination situated 8km from KLCC and adjacent to the Bukit Kiara Forest Reserve in the prestigious western KL suburbs. Comprising 8 development parcels covering 61 acres, Alya will play host to a series of residential, commercial, retail and hospitality developments, with new public transport links and a gross development value of RM8bn.

The Alya brand will provide modern luxury living, space-planning and world class facilities, all set against a stunning natural backdrop. The brand will be brought to life with a series of world-class sporting events, brand collaborations and meticulous master-planning and execution. At the heart of Alya, sits the newly-rebranded TPC Kuala Lumpur golf club (formerly KLGCC) - the only TPC club outside the United States.

Clare Kenny Tipton, Chief Marketing Officer of Sime Darby Property commented, "Alya Kuala Lumpur brings a new narrative to Sime Darby Property's brand portfolio and defines our decisive move into the premium, branded lifestyle sector, and in the process, is creating a new global Malaysian luxury lifestyle brand. Increasingly our target audience defines luxury as a sense of freedom - being able to escape into nature or the golf-course, being able to choose how to live from moment to moment, breaking the mould of the traditional 9-to-5 working lifestyle.  Only Alya Kuala Lumpur has such a unique location that can answer this call - a tropical enclave surrounded by a nature reserve, yet located in the heart of the city. The Alya master-brand will cover a series of one-of-a-kind partnerships moving forward.  It's a concept that we see working both overseas as well as in Malaysia, as Sime Darby Property looks to expand its influence globally".
Alya_TPC_Roundabout Billboard.jpgJonathan Aeberhard, Managing Director G.A Brand Design added, "Alya means 'sky' or 'sublimity' in Malay - this name was chosen because we wanted to create a brand that will inspire our audience to live the best lives they can, in harmony with all elements - nature, work, home, a life lived in rhythm and balance. The Alya mark we designed includes a unique serif to reflect the natural setting, whilst the communications campaign uses striking imagery to demonstrate the concept of man and nature coming together in balance. The campaign deliberately reveals little - we want to take our consumers on a journey - who is Alya? What does this place feel like? What does it stand for? Too much property marketing tries to tell the whole story all at once. We want to engage the emotions and hearts of our customers first, then their minds"

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