SPICE has a clear point of distinction as an integrated hub for business and leisure needs that can leverage the brand position amongst its current and future competitors.

The diverse nature of the MICE industry and intense development in Penang provides opportunity for further business expansion. Hence, a feasible  brand platform is required to leverage future business opportunities.

Non-simultaneous completion of different components may hinder the synergistic effect of the desired brand perception targeted towards diverse brand audiences as one unified brand.

Further challenge lies on the impending head-to-head competition with an upcoming competitor which is significantly bigger in area size of the property with a waterfront view by the sea.

SPICE connects multiple hearts and spirits of people within a beating heart of experience. A heartbeat that roots from the five interconnecting components.

The priority is to serve the best experience that enlivens the energy of the people by capturing the vibrancy, creativity and connectivity of people through a thrilling journey towards a spiced up business leisure experience.