Campaign features Kingsdown BedMatch™, Product Experience Zone, Brand Celebrity Diana Danielle, Strategic Partnership and Nationwide Celebrations.
KUALA LUMPUR, 1 October 2025 – Signature, the nation’s leading total home and living solutions provider, today launched its 31st Anniversary Campaign at the Signature Flagship Store in Kota Damansara.
This milestone celebration is headlined by the unveiling of the Anggun Heritage Collection, the introduction of Diana Danielle as Brand Celebrity, and the launch of the Signature Product Experience Zone (PEZ) – Malaysia’s first Home & Living Product Experience Zone, an immersive hub designed to redefine modern living. These highlights are further elevated by the debut of Kingsdown’s BedMatch™ mattress diagnostic system, a strategic partnership with RHB Bank, and a nationwide calendar of sales, events, and roadshows throughout October and November.
A Homegrown Celebration of Heritage and Modernity
At the heart of the campaign is the Anggun Heritage Collection, a proudly Malaysian concept inspired by local artistry. Blending tradition with contemporary living, the collection draws from cultural design elements such as arches, motif tiles, rattan-textured accents, mirrors, and soothing ash green and sage palettes. These nostalgic touches are complemented by modern innovations including smart storage systems and ergonomic lift technologies.
KS Lau, Group CEO of Signature International Berhad, said:
“Unlike typical heritage-inspired interiors, the Anggun Heritage Collection refines and reimagines tradition for today’s lifestyle. More importantly, it represents our 31-year journey of design and product innovation — a journey that continues to honour our cultural identity while shaping the future of Malaysian homes. This milestone reflects our vision of creating spaces that seamlessly blend heritage, modernity, and aspiration for generations to come.”
Brand Celebrity Diana Danielle Adds Elegance
Adding star power to the Anggun Heritage Collection, Signature welcomed Diana Danielle as Brand Celebrity. Renowned for her grace and embodiment of modern Malaysian identity, she personifies the sophistication and cultural pride that define the collection.
Diana Danielle said:
“This collection is a reminder that our culture can live on in modern spaces while reflecting who we are today. The Anggun Heritage Collection proves that tradition doesn’t need to be left behind — it can be beautifully reimagined to make our homes more meaningful, timeless, and connected to our Malaysian identity.”
Malaysia’s First Home & Living Product Experience Zone (PEZ)
Another major highlight is the opening of Signature’s Product Experience Zone (PEZ) — the first fully interactive home & living lifestyle hub in Malaysia. Here, homeowners and designers can explore live kitchen, wardrobes, material palettes, and smart storage systems in a hands-on environment. More than a showcase, the PEZ doubles as a training ground, knowledge hub, and collaboration space, transforming the retail journey into a discovery-led experience.
This immersive and interactive space also brings together premium materials and fittings from Signature’s trusted global partners — Sesa, Interprint, Blum, Hafele, Kessebohmer, Atlas Plan, and DuPont all thoughtfully integrated into Signature’s designs to inspire and elevate the modern living experience.
KS Lau added:
“The PEZ is not just a gallery of designs — it is where inspiration, education, and collaboration meet. As Malaysia’s first fully interactive home & living lifestyle hub, it embodies Signature’s 31 years of product innovation and commitment to reshaping the way homeowners and designers experience interior spaces. With this milestone, we go beyond showcasing products to creating immersive journeys that spark ideas, empower choices, and set new benchmarks for the industry.”
Kingsdown BedMatch™ – Sleep Science Meets Heritage
Complementing the campaign, Signature introduced Kingsdown’s BedMatch™ system. Backed by 15 years of research and over 18 million body profiles, this patented diagnostic process recommends personalised mattresses in minutes. Exclusively available at the Flagship Store and across Signature’s showrooms, BedMatch™ pairs
with the Flora Series under the Anggun Heritage line, merging cultural craftsmanship with cutting-edge sleep technology.
Strategic Partnership with RHB Bank
Signature has partnered with RHB Bank to make premium living more accessible, combining exclusive home design offers with tailored financing solutions. Through this collaboration, customers can enjoy exclusive discounts and bundled home and renovation financing, creating a seamless journey from purchasing a property to designing their dream home.
The RHB Full Flexi Home Renovation Loan/ Financing offers up to 90% financing based on property value, plus an additional allocation of up to 30% for renovation expenses. This brings the total financing amount to as much as 120% of the property value, with a tenure of up to 35 years, providing homeowners with greater financial flexibility to upgrade, invest, and enhance their homes.
RHB cardholders will also enjoy an additional 5% discount during Signature’s 31st Anniversary Campaign on customised built-in cabinets or home furniture, with a minimum spend of RM10,000.
Nationwide Anniversary Activities
As part of the 31st Anniversary celebration, Malaysians can look forward to a series of activities nationwide:
∙ Signature Nationwide Sale (17 Oct – 30 Nov 2025): Exclusive promotions across all showrooms.
∙ In addition, to thank customers for 31 years of support, Signature is introducing FlexiPromo Plus — giving homeowners more freedom than ever. For every RM10,000 spent on Signature built-in cabinets, customers can unlock exclusive privileges to choose from our home & living collections, including kitchen appliances, sofas, dining sets, mattresses, and more.
∙ Exclusive Events:
o Private Showcase with RHB Bank (18 Oct 2025): By invitation, targeting mortgage loan customers.
o Thrive Event with Joey Yap (28–30 Nov 2025): By invitation, targeting high-net-worth professionals.
∙ Pop-Up Exhibitions: HOMEDec KLCC (6–9 Nov 2025) and HOMEs Sunway Pyramid (21–23 Nov 2025).
∙ Signature Warehouse Sale (13–16 Nov 2025): Featuring leading home & living brands at the Flagship Store, Kota Damansara.
∙ To bring the celebration closer to local communities, Crownlivin will showcase its premium furniture and lifestyle collections through a series of roadshows across key locations in Penang and the Klang Valley this October and November. Held in conjunction with major home expos and lifestyle fairs, the Crownlivin Roadshow will run from 3 October to 23 November, giving visitors the opportunity to experience the latest designs and craftsmanship first-hand.
Malaysians are invited to experience the full campaign by visiting their nearest Signature showroom or joining the events nationwide. For more information, visit www.signature.my or follow Signature Malaysia on Facebook, Instagram, TikTok (@signaturemalaysia), and Xiaohongshu (@signaturemy).