First Proton DX Centre By ACO Tech Opens In Quill City Mall

National carmaker Proton, in collaboration with tech firm ACO Tech, jointly opened the marque’s first ever ‘digitial experience’ centre earlier today. Christened as the Proton DX (Digital Xperience) centre, it is strategically situated on the Ground Floor of Quill City Mall just off Jalan Sultan Ismail.

Present to officially open the outlet today were Minister of Science, Technology & Innovation (MOSTI) YB Chang Lih Kang, Proton Chairman Tan Sri Syed Faisal Albar, Proton CEO Dr Li Chunrong and Deputy CEO Roslan Abdullah, as well as ACO Tech CEO Li Pu and CEO of China Construction Bank Malaysia Wang Qijie.

Outer (left) and inner (right) entrances of the new Proton DX centre located in Quill City Mall, KL.

This unique experience centre is the brainchild of ACO Tech, which is a tech development arm within Proton Group that’s jointly co-owned by the carmaker with partners Altel and ECARX. The centre, co-developed with China Construction Bank Malaysia, occupies 5,275 square feet to house a total of six zones that feature bevy of interactive tech, leisure, and lifestyle elements.

Virtual Cockpit zone (left) allow visitors to go on a virtual drive as it feature realistic seats and dash. The Activity Zone (right) features interactive motion-sensing games.

One key highlight is the Virtual Cockpit section that allow visitors to take part in a virtual ‘drive’ within a theatre-like enclosure that features real car seats and dash for added realism. Besides showcasing the latest automotive tech in the market, this section doubles as a platform for conceptual experiences that incorporate future mobility innovations, according to both ACO Tech and Proton.

Another highlight is the Activity Zone, which is an interactive space for visitors to enjoy stimulating motion-sensing games, either individually or as a group with family and friends. This particular space is also intended to host collaborative events that aligns with its mission that’s also stated on its wall: “Let’s Shape the Future of Mobility”.

Present too are a dedicated Lifestyle Zone (left) and the Aico Café zones (right).

A number of novel accessories and merchandises from other Geely-owned brands, namely Zeekr and Lynk & Co., were also displayed during today's opening event.

Tech-driven sections aside, Proton DX also houses a Lifestyle Zone whereby purchasable exclusive merchandise, including activewear made in collaboration with Joma, as well as the Proton X Watch developed by ACO Tech, were showcased. Besides that, a bevy of lifestyle-oriented accessories featuring other Geely-owned brands – including Zeekr & Lynk & Co. – were also displayed during today’s opening.

Present within the outlet too is the in-store Aico Café. Besides serving light bites and freshly brewed drinks, this section is especially curated for visitors to relax and unwind. It’s also an ideal spot to host social gatherings for Proton owners and like-minded enthusiasts. Adding to which is a special in-store Delivery Bay designed to enhance the excitement further for Proton customers when receiving their new rides.

This unique brand experience centre is also retails the Proton X Watch.

“This centre offers an immersive space for everyone to learn about the innovative technologies that go into an automobile and at the same time, provide an experience that goes beyond being on the road,” said ACO Tech CEO Li Pu at the outlet’s opening earlier today. He also noted the outlet’s other role as an engaging platform for STEM (Science, Technology, Engineering & Mathematics) education for youths.

Visitors can now experience the Proton DX centre at Quill City Mall which operates daily from 10AM to 10PM. More info regarding the centre is available through its official website, as well as its official Instagram and Facebook pages.