Orchard Central @ Singapore’s 1st ‘Vertical Mall’ at Orchard Road

“Orchard Central is an urban mall for the new urban shopper”

Marketing for Orchard Central officially begins today. Hundreds of retailers turned up to get a first look at Orchard Road 's first new mall in four years, and hopefully get a first shot at one of approximately 400 shop spaces available. A detailed 3D model of Orchard Central was also unveiled with a fanfare of lights, sound and a fashion show.

President of Far East Retail Consultancy, Mrs Vivienne Tan believes that the overwhelming response points to two factors. "Singapore retail needs a revival," she said. "Orchard Road is one of the most well-known shopping strips in S.E.A. 'Pushcart tourists' fly in for a day or two just to hit the shops and then leave because they know we have the newest and the best. But lately we've been seeing a lot similar malls with the same shops and the same formats." "Orchard Central promises to be that breath of fresh air and I hope our retailers are as excited about it as we are," she said.

The second factor, she believes, is the mall's unique cluster concept. The cluster concept was developed after studying shopping behaviors in Singapore. The study identified new urban shoppers as being IT savvy and well-informed about options. Most preferred to be alone when making purchases and valued uniqueness and variety of offerings over other factors.

The cluster concept aims to address these results by grouping shops into eight different clusters with distinct identities (see factsheet):

1. EXCLUSIVE cluster (Levels 2 to 4)
2. FLAGSHIP cluster (Basement 2 to level 3)
3. YOUTH cluster (Levels 5 and 6)
4. HIGH LIFE cluster (Levels 7 and 8)
5. MAIN cluster (Levels 1 to 4)
6. DISCOVERY Walk (Level 1)
7. MASSTIGE cluster (Basements 1 and 2)
8. FOOD HAVEN (Rooftop)

Designed by DP Architects as Singapore's first 'vertical mall' at 11 storeys above ground (plus two basement levels), super escalators at the front of the mall will take pedestrians right off the street and into various clusters. Another first among malls are three urban verandahs – outdoor 'green' balconies – which will overlook Orchard Road and are designed for outdoor seating for F&B outlets. "It will be a unique experience to be sitting outdoors, sipping a cup of coffee and watching the hustle and bustle of Orchard Road from several stories up," said Mr. Bruce Ngam, Senior Associate, DP Architects.

Shoppers can visit the FOOD HAVEN located at the highest point of the tallest pure-retail building in Orchard Road. Sample the fare from a collection of specialty restaurants serving the best of international cuisines. In Far East's study of shopper behavior, participants were concerned about heat at the rooftop. The proportion of outdoor and indoor space was subsequently changed to 30% and 70% respectively. On a cool day, diners will still have the choice of dining outdoors amidst a lusciously landscaped rooftop garden.

The mall also boasts a 160m long Orchard Road frontage giving potential tenants maximum visibility from passersby. By eliminating a conventional foyer, shoppers will be able to zip conveniently from pavement to store. But that's not the only convention that Orchard Central defies. The mall will have no anchor tenants like large departmental stores, supermarkets or cinemas. It will instead offer creative store formats like underground shops, ramp shops, duplex units and even a suspended shop (affectionately known as 'the Jewel Box') which resembles a contemporary art sculpture.

A key design element on the outer shell of the mall will be an 11-storey-high 'faceted membrane' which will function as a massive media wall and is set to be an iconic feature at the junction of Orchard and Killiney roads. "This will add aural and visual vibrancy to the central stretch of Orchard Road. Think Times Square in New York. We hope it'll eventually become a recognisable landmark where people will meet," said Mr Ngam.

Positioned at the mid-to-mid-high market, Orchard Central aims to attract modern working urbanites who may dwell in and around town. "Many professionals who live and work in the city have particular needs which Orchard Central hopes to cater for. The size of their apartments, their working schedules and their demographics were all considered when we were preparing to market the mall," said Mr Danny Yeo, Deputy MD of Knight Frank. According to Knight Frank's survey, there are approximately 215 residential developments within a 1km radius of Orchard Central, and new developments are up and coming around the Killiney and St Thomas areas. "Residents from these and surrounding areas are catchments with great potential and as yet not fully catered to," said Mr Yeo.

To simplify and improve accessibility, 36 escalators have been removed from the original plan of 78 thereby increasing GFA to 387, 988 sq ft. NLA remains the same at 250,000 sq ft. Link bridges to Phoenix Hotel, the 400m URA commissioned Discovery Walk and links to Somerset MRT station will further facilitate access to and from Orchard Central. The official number of levels has also increased from 10 to 11, following URA's decision to split the original car park levels 9A and 9B to level 9 and level 10.

When completed in Q3 2008, Orchard Central will form an integral part of a 1.2 million sq ft shopping district that is set to change the face of Orchard Road.

Edited by Ai San Yip and Photography by Eugene Tang. All Rights reserved.

Factsheet

Developer: Far East Organization
Architecture: DP Architects
GFA: 387, 988 sq ft
NLA: 250, 000 sq ft
No. of levels: 13 (11 + 2 basement levels)
Car park: Levels 9 & 10 (entire levels) Levels 5 & 8 (partial levels)
Shops spaces: 400
Development cost: S$650m
Opening hours: 11am to 11pm

UNIQUE ARCHITECTURAL FEATURES

Singapore’s 1st ‘Vertical Mall’

• Tallest pure-retail destination in Singapore
• Vertical design overcomes land area limitations

Extended Orchard Road Frontage

• 160m stretch along Orchard Road for maximum visibility
• Street level; no conventional foyer
• Pedestrians can step from street into shop

Urban Verandahs

• 3 open air balconies overlooking Orchard Road
• Slated for outdoor seating for F&B outlets

Exchange Levels (L1, L4, L7)

• Exceptionally high 7m ceilings (floor to floor) replicate street level
• Designed as a common area for gathering and social activity

Faceted Membrane

• 11-storey-high media wall including a giant screen
• Forms outer shell of Orchard Central, facing Orchard Road
• Situated at the junction of Orchard Road and Killiney Road

Super Escalators

• 3 sets of super escalators and 6 express lifts (12 in total) will bring shoppers
  from street to higher floors in seconds

Discovery Walk

• Part of a 400m walkway situated above the existing Somerset canal
• Links Orchard Central to Specialists’ Centre and Somerset MRT station
• 14m wide promenade with an enchanting and romantic theme

POSITIONING AN URBAN MALL FOR THE NEW URBAN SHOPPER

Market: Mid to mid-high
Key phrases: Non-conformity, individuality; contemporary cosmopolitan culture;
You can be who you want to be; bending the rules Ideology: Orchard Central is about doing things that suit oneself. It’s about not following popular opinion, but making your own opinion. It caters to confident, well-informed individuals who want to define their own retail experience

CLUSTER CONCEPT

8 clusters of shops grouped according to shopper needs, not according to product. Shoppers can access each cluster directly without having to walk through floor after floor to get to what they want.

1. Exclusive cluster – L2 to L4
Pick out stunning pieces from the collection of chic boutiques in the intimate EXCLUSIVE cluster. A drop-off/pick-up point along Killiney Rd lets you to step straight into an exclusive shopping experience.

2. Flagship – B2 to L3
Major international fashion labels will find their homes in the multistorey, duplex units of the FLAGSHIP cluster, where you can shop uninhibited from one storey to the next.

3. Youth – L5 & L6
WARNING: RAW ENERGY AHEAD! Check out the edgiest jeans and the newest designs in this cluster, or simply chill out with friends and grab a bite at the various F&B outlets found here!

4. Highlife – L7 & L8
A holistic luxurious experience to satisfy mind, body and soul. Shop for apparel and gear up for a weekend getaway on a yacht or accessorize your home with furnishings from exclusive names in lifestyle retail.

5. MAIN – L1 to L4
International fashion brands for the chic contemporary shopper are located on levels 1, 2 and 3.

6. DISCOVERY WALK – L1
Romance and enchantment fill the air at the Discovery Walk. The perfect place to find that special diamond or timeless timepiece.

7. MASSTIGE – B1 & B2
Conveniently located near Somerset MRT station, the Masstige cluster makes picking up a snack the simplest thing to do. While you’re at it, stop by high street fashion outlets to pick up a trendy belt or pair of shoes.

8. FOOD HAVEN
Located on the roof terrace, the Food Haven will feature an array of outstanding restaurants and bars. Enjoy breezy alfresco dining or stay in air-conditioned comfort.

MARKET RESEARCH ON SURROUNDING AREAS

• 215 existing residences averaging 18,000 units within a 1km radius of
  Orchard Central
• Upcoming developments around the Killiney/St Thomas areas will mainly be comprised of studio, single bedroom and 2 bedroom units catering to young working urbanites
• This represents a key catchment for Orchard Central

Happening Places in Orchard Road