PETRONAS Twin Towers

Petronas Towers
Overview
  • Location: Kuala Lumpur, Malaysia
  • Client: PETRONAS Group
  • Destination: PETRONAS Towers
  • Role: Strategy for reconfiguring and upgrading the visitor experience and associated visitor and financial projections

The PETRONAS Twin Towers in Kuala Lumpur are an international icon, symbolic of Malaysia’s growing prosperity and ambition. Officially opened in 1999, the Towers was, for five years, the world’s tallest building until it was bettered by Taipei 101 in 2004.

"As an internationally recognised landmark, the PETRONAS Twin Towers symbolise the courage, ingenuity, initiative, and determination, energy, confidence, optimism, advancement and zest of a nation."
Tun Dr. Mahathir Mohamad, Former Prime Minister of Malaysia (1981-2003)

Encouraged by the Malaysian prime minister, the PETRONAS Towers were opened to the public as an observation attraction.  The visitor experience included the Skybridge (the double height fire escape bridge connecting the two towers), the 86th storey of one tower, and the Malaysian Petroleum Club where visitors could dine.

With only a nominal charge, daily tickets sold out quickly to queuing agents an hour before the doors opened.  Limited opening times to the 86th floor restricted its capacity and many visitors therefore only experienced the Skybridge which, at the 42 / 43 storeys, delivered a relatively underwhelming experience.

As part of a commission to strategically review the Kuala Lumpur City Centre (KLCC) masterplan, within which the PETRONAS Towers are located, Jim Roberts of Fourth Street led a review of the PETRONAS Twin Towers experience and advised on improvements to the business plan, operations and the preparation of a design brief to overhaul and reconfigure the internal spaces, the visitor journey and exhibitry.  In addition, the Suri Mall shopping centre, philharmonic concert hall, aquarium, convention centre and extensive parkland and water features  all add to the critical mass of the destination and were identified for joint ticketing, programming and marketing opportunities.

Immediately following our involvement, the recommended changes to the Twin Towers ticketing and pricing were implemented and the project team began the process of obtaining budget approval for the capital improvement programme.