ABB's Electrifying Launch: SACE Emax 3 Unveiled with Spectacular Merdeka 118 Light Show

A Dazzling Debut: ABB Illuminates Merdeka 118 with Innovation

In a magical display, ABB recently transformed the iconic Merdeka 118, second-tallest building in the world, into a light canvas to commemorate the worldwide launch of its game-changing SACE Emax 3 circuit breaker.
This breathtaking laser light show was not just an eye-catching display; it was a clear statement of ABB's relentless pursuit of fortifying Malaysia's nascent digital infrastructure sector.

Throwing Light on Tomorrow's Infrastructure

Talking to A+M, Andrea Doane, head of communications at ABB Electrification, explained clearly why Merdeka 118 was chosen for this milestone event.
"It was a grander gesture at a special moment in time," she explained, noting the thought behind commemorating with partners and customers across the region.
The occasion, she continued, was crafted to persuasively convey the way ABB's most sophisticated electrification solution is empowering industries worldwide to really "outrun" the competition.
In today's over-saturated digital world, Doane emphasized the indispensable imperative for companies to "show up differently" in a bid to win business attention from customers, partners, and influencers.
And true to style, they did exactly that with resplendent panache.

Powering a Digital Tomorrow: The Emax 3's Global Unveiling

This Kuala Lumpur one-night launch was the global debut of the Emax 3, a technological wonder engineered specifically to address the increasing power demands and grid stability concerns of giant facilities.
From busy data centers and giant industrial campuses to mission-critical hospitals and heavy airports, the Emax 3 is set to make its mark.
As predicted by Barclays Research, Malaysia is set to attract a staggering US$12 billion of data center investment by 2030, and this underscores a fundamental need for increased, more resilient power systems.
ABB created the Emax 3 specifically to meet these evolving needs, most prominently through the relentless growth of AI workloads and digitization placing more strain on our electrical infrastructure.

Smart Power Management in Your Hand

So why is the Emax 3 so revolutionary?
It's cleverly fitted with high-power sensors and advanced real-time data analytics.
This enables it to monitor system and environmental health continuously, offering precious diagnostics either through an easy-to-use touchscreen interface or remotely.
This pre-emptive response gives advance notices and important maintenance suggestions, keeping operations running smoothly.
While the light display itself was a short-lived one-time experience, ABB has cleverly rolled out engaging visual material on all its worldwide marketing platforms.
This initiative forms a part of a wider, impactful campaign that emphasizes the ways in which ABB technologies empower industries to perform better, more sustainably, and more reliably.

Merdeka 118: A Canvas for Brand Storytelling

It must be noted that Merdeka 118 has experience being a grand platform for engaging brand stories.
As recently as April of this year, Marvel Studios lit the tower so elegantly as part of a local promotion for its new antihero superhero team film, Thunderbolls.
That promotion, which teased fairly ingenuously together images and slogans on Marvel Malaysia's social media, encouraged viewers to "look up to the skies" every night to catch the spectacle, ingenuously presenting the landmark itself as both a cinematic reference and an unforgettable marketing spectacle.