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Pavilion Loves Sustainability 2026 combines waste technology, textile recovery initiatives, conscious retail experiences, upcycling workshops and brand-led showcases
by AKMAR ANNUAR
SUSTAINABILITY can sometimes feel overly polished when presented inside a shopping mall, but Pavilion Kuala Lumpur’s latest green campaign managed brought the idea down to earth by giving shoppers a chance to see, sort, touch, recycle and even stitch their way through it.
Pavilion REIT board director Nor Rejina Abdul Rahim said Pavilion Loves Sustainability 2026 was not meant to frame sustainability as a distant corporate slogan, but as an ongoing effort involving the mall, its tenants, shoppers, partners and the wider community.
“At Pavilion Kuala Lumpur, we see sustainability as an ongoing journey and an important area we hope to continue growing together with our community and partners,” she said.
Now in its fourth year, the campaign marks a new phase for Pavilion Kuala Lumpur through a formal partnership with the Solid Waste and Public Cleansing Management Corp (SWCorp Malaysia) and the launch of what the mall describes as Malaysia’s first shopping centre EcoHub.
Held from May 5-10 at Centre Court, the campaign combines waste technology, textile recovery initiatives, conscious retail experiences, upcycling workshops and brand-led showcases, transforming one of KL’s busiest shopping destinations into a temporary hub for sustainable living.
EcoHub features practical recycling facilities including Reverse Vending Machines that allows users to redeem rewards through the RVMplus app ecosystem
EcoHub
The launch was attended by SWCorp Malaysia CEO Khalid Mohamed, alongside Pavilion representatives, brand partners and sustainability collaborators.
For a mall long associated with fashion, dining and premium retail experiences, the campaign’s significance lies in how it encourages shoppers to think more carefully about what happens after consumption.
Located within the mall, the EcoHub features practical recycling facilities including Reverse Vending Machines for PET bottles and aluminium cans, smart recycling bins for paper, plastics and cartons, and a vending machine that allows users to redeem rewards through the RVMplus app ecosystem.
The concept is simple enough for casual shoppers to understand: Users drop off recyclable items, earn cash-equivalent credits and later redeem merchandise or beverages through the same ecosystem.
It is not a sweeping act of environmental rescue, but rather a practical reminder that behavioural change often begins with small, visible system that rewards participation instead of merely promoting awareness.
Pavilion’s partnership with SWCorp also gives the campaign a stronger public policy dimension, particularly as Malaysia continues to advance discussions on circular economy practices and responsible waste management.
Nor Rejina said the mall wanted its sustainability efforts to complement wider government initiatives rather than exist as a standalone corporate campaign.
She added that while Pavilion had previously collaborated with public figures and personalities for its sustainability initiatives, this year’s partnership with SWCorp reflected a more institutional and long-term approach to the issue.
“It is not just about making money or profit, but about enabling people to succeed,” she told The Malaysian Reserve (TMR).
That distinction matters because sustainability in a mall setting can easily be dismissed as decorative if they fail to involve the people who work in, shop at and maintain the space. Nor Rejina said the campaign also reflects a necessary shift in mindset, particularly as businesses are increasingly expected to consider how their decisions affect communities, tenants, stakeholders and future generations.
She pointed to climate change, shifting weather patterns and the growing problem of discarded clothing as reminders that the issue is no longer abstract.
Referring to SWCorp’s figure, she said around 40,000 tonnes of clothing end up in landfills, highlighting how quickly fashion waste can become an environmental burden when consumers treat clothes as disposable.
The textile recovery component is among the campaign’s more relatable elements, as many people have old clothes sitting at home, kept out of guilt, procrastination or the belief that they may one day be useful again.
Upcycle4Better clothing donation bins are available throughout the mall, providing shoppers with a proper channel to dispose unwanted clothing instead of sending it to landfill
Upcycle4Better
Through the advocacy of Upcycle4Better, Life-Line Clothing Malaysia has been appointed as the textile recycling partner for Pavilion Loves Sustainability 2026.
As part of the initiative, Upcycle4Better clothing donation bins have been placed throughout Pavilion Kuala Lumpur, providing shoppers with a proper channel to dispose unwanted clothing instead of sending it to landfill.
The collected textiles will be sorted and repurposed where possible, extending the life of pre-loved fabrics and reducing textile waste.
Nor Rejina said Pavilion also has operates textile recycling points at Pavilion Kuala Lumpur and Pavilion Bukit Jalil, where old clothes and shoes can be disposed of responsibly.
Certain materials, such as rubber from footwear, can be reused in other applications, including road-related infrastructure, demonstrating that waste can often be transformed into a reusable resource rather than discarded entirely.
The mall has also continued with composting efforts, an less visible but highly practical aspect of its broader sustainability agenda.
This writer was amused when Nor Rejina casually reminded attendees not to use too much compost because it can be “hot” and potentially damage plants if applied excessively, a small but human moment that made the campaign feel less like a polished corporate exercise and more like a lived, practical process.
After the launch, this writer took part in an upcycling workshop organised by Upcycle4Better and LifeLine Clothing Malaysia, where an old pair of old jeans was gradually transformed into a water bottle bag.
The session began with denim pieces that had already been cut into panels for the front, back, base and straps. Participants were then guided through joining the side seams using a 1.5cm seam allowance.
The most delicate part came when the circular base had to be pinned evenly onto the bottom edge of the bag, a small test of patience for those more accustomed to buying finished products than making them by hand.
Once the straps were folded upwards and secured along the hem seam, the bottle base was inserted to give the bag its structure, while the seams and edges were checked to ensure the finished piece was functional rather than simply decorative.
It was a simple project, but the act of making it by hand gave the campaign a more personal significance, as the denim was no longer a discarded material but something capable of carrying a bottle, a memory and a reminder.
A representative from Upcycle4Better told this writer that the organisation aims to reduce textile waste through a combination of collection points, public education, staff training, and practical workshops that help people better understand what happens to unwanted clothing after it leaves the wardrobe.
The representative said its collaboration with Pavilion includes textile recycling infrastructure, awareness initiatives and upcycling workshops conducted with fashion design students from Taylor’s University.
According to information displayed at the event, the effort includes seven textile recycling bins located across Pavilion Kuala Lumpur and Pavilion Bukit Jalil, as well as training for 54 staff members under a corporate textiles recovery programme covering textile waste, circular economy, environmental, social and governance (ESG) alignment and recovery systems.
Shoppers could also discover a curated trail of sustainability-themed displays by participating brands at Spanish Steps
Talent-driven Sustainability
The Taylor’s University fashion students guided participants through the workshop with patience, turning the session into a cross-generational exchange between students, shoppers and sustainability advocates.
Their involvement also reflected Pavilion’s broader intention to make sustainability talent-driven, rather than placing the responsibility solely on management or tenants.
Nor Rejina said training and awareness among workers are important because people cannot fully understand the impact of sustainability practices without being exposed to the issue.
The mall is also exploring potential collaborations with universities and schools as part of its ongoing sustainability efforts.
For retail spaces, this is important because sustainability cannot rely only on public-facing displays and campaigns.
It must also involve the cleaners, security personnel, tenants, facilities teams, management staff and decision-makers who shape how a building operates on a daily basis.
“ESG and sustainability are not just about the environment, but also about people and how we treat them,” Nor Rejina told TMR.
This broader perspective helps shift the conversation away from the usual green checklist of recycling bins, reusable bottles and energy-saving lights.
While those measures matter, they form only part of a widerer system that also encompasses labour practices, governance, public accountability and long-term business resilience.
Nor Rejina said investors are increasingly expecting companies to demonstrate that they can generate sustainable returns over the long term, rather than relying on short-term gains that are difficult to maintain.
From Pavilion’s perspective, this means balancing the realities of retail operations with lower energy consumption, more responsible practices and data-driven reporting.
She said the group has explored the use of solar panels and participates in government programmes aimed at reducing electricity consumption.
She also noted that Pavilion’s internal initiatives have contributed to reductions in electricity and water usage, although data collection remains one of the more challenging aspects of the journey.
The issue is significant because sustainability claims are now being watched more closely by investors, regulators, consumers and the wider public.
Nor Rejina said Pavilion is in its first year of integrated reporting, following Bursa Malaysia’s shift towards more comprehensive reporting standards.
This has made data collection more important as the group seeks to demonstrate the actual impact of its sustainability initiatives.
“We are very mindful of greenwashing, so in terms of the data that we collect, we double-check everything.”
The group is audited and must ensure its sustainability disclosures are accurate, as the board has a duty to shareholders, investors and other stakeholders.
As chair of the board’s sustainability committee, Nor Rejina said the work is still evolving and requires continuous oversight.
The board seek detailed visibility into sustainability performance, including electricity and water savings, new initiatives and the data that support these outcomes.
Her comments added a more serious tone to the launch, which is important because green campaigns can easily become aesthetic exercises if they are not supported by measurable outcomes.
At the same time, Pavilion Loves Sustainability 2026 does not rely only on quantitative metrics.
It also understands that shoppers are more likely to engage when sustainability is presented in a visible, appealing and personal way.
Lush is among the beauty brands participating in the event
Sustainability-theme Displays
Across the campaign, participating brands are hosting displays, workshops and activations centred on sustainable beauty, conscious fashion, upcycling fashion and responsible consumption.
At Centre Court, shoppers can explore activities by National Geographic, LUSH, The Body Shop and Dr Hauschka, alongside booths by Dome, Malayan Banking Bhd (Maybank) and Pavilion Hotel that showcase sustainability-focused initiatives.
Natural beauty brand Dr Hauschka also drew attention at its booth, where representative Ruby told this writer that all of the brand’s products are “edible”, a term she used to describe the natural, plant-based quality of its ingredients.
“Edible means the products are all natural and this attracts all insects and bugs!”
It was an unusually memorable way to describe beauty products, but it also reflected how some brands are trying to make natural formulations more relatable and easier for consumers to understand.
At the Spanish Steps, shoppers could also discover a curated trail of sustainability-themed displays by L’Occitane, GANNI under Club 21, Mulberry, Aveda, Kiehl’s, Lancôme, Royal Selangor, Bonia, Aēsop and VIVAIA.
Taylor’s University, in collaboration with Upcycle4Better, also showcased student-led upcycled creations made from pre-owned Converse apparel, showing how discarded materials can be transformed into expressive designs rather than treated as waste to be hidden away.
The campaign also stretched into the weekend with lifestyle events, including the Malaysia Singer 2026 Grand Launch Showcase on May 9 and a meet-and-greet with Fan Bingbing on May 10.
Fan starred in Mother Bhumi, a nature-focused drama centred on the relationship between humans, land and rural life, making her appearance thematically aligned with the campaign’s message of environmental stewardship.
National Geographic tote bag redemption is available for Pavilion retail rewards shoppers with single receipts of RM800 and above from May 5-31
Shoppers are also being drawn in through Pavilion’s retail rewards, including National Geographic tote bag redemptions for single receipts of RM800 or more from May 5-31.
Pavilion Privileges members on the Lifestyle Tier and above could also receive a complimentary Montigo 32 oz Ace Bottle Mega for every RM1,500 spent in a single receipt at specialty stores from May 5-10.
While these retail mechanics remains very much part of mall culture, they also highlight the practical tension that defines sustainability in a shopping centre.
A mall depends on consumption, but it can also use its scale to make better habits easier, more visible and more rewarding.
That tension is not something Pavilion Loves Sustainability 2026 completely resolves, but it does acknowledge it more openly than many campaigns of its kind.
The event’s strongest moments were not the polished displays, but the small interactions around them, from shoppers learning how to recycle through a machine to workshop participants turning old denim into something they could take home.
In those moments, sustainability felt less like a slogan on a backdrop and more like a habit that could be practised imperfectly, repeatedly and collectively.
For Pavilion Kuala Lumpur, the challenge now is to sustain that momentum beyond the campaign week.
For shoppers, perhaps the more immediate challenge is to look at the next bottle, old shirt or worn-out pair of jeans and pause before deciding it has no further use.
- This article first appeared in The Malaysian Reserve weekly print edition
The post Pavilion turns eco goals tangible appeared first on The Malaysian Reserve.
