Orchard Road - A Great Street

The Orchard Road Business Association (ORBA) today launched Orchard Road – A Great Street as the new brand positioning for Orchard Road and announced details of a three-week line-up of events, Orchard Reloaded, that will highlight various multi-sensory experiences that Orchard Road presents. Fresh from the recently completed infrastructure works, Singapore’s prime shopping belt embodies all that is future forward, stylish, inventive, engaging and youthful spirited.

Orchard Reloaded is an exciting three-week programme from 1 to 22 May that will launch the new Orchard Road to Singapore residents and visitors. Showcasing an exhilarating line-up of lifestyle events and promotions, Orchard Reloaded will kick off with a visual spectacle on 1 May – the Female & Nuyou Longest Orchard Catwalk 2009 featuring 126 looks across all brands from 66 international models choreographed by celebrity choreographer Rizal Ahyar.

Besides the catwalk, Orchard Reloaded will feature the Raffles Designers Blossom in Orchard on 2 May, where Raffles Design Institute graduates present their collection. In addition, special retail promotions from many Orchard Road malls have also been lined up. Shoppers who spend $30 and above in a single receipt at participating Orchard Road stores and malls stand to win prizes worth a total of $20,000. These will be complemented by weekend street activities like performances, makeover sessions, fashion shows by up-and-coming brands, body art painting demonstrations as well as outdoor shows by radio stations Radio 91.3FM and Radio 100.3FM.

Orchard Road is a 2.2km one-way street located in the central region of Singapore and stretches from Tanglin Road / Grange Road to Dhoby Ghaut. Its underground infrastructure include underground pedestrian walkways connecting different malls, both beneath Orchard Road as well as other streets in the vicinity.

Orchard Road recently underwent a $40 million revamp. The Mall Enhancement works have created a more pleasant and congenial pedestrian experience for traversing from one shopping mall to another. The addition of new cool street lamps, street furniture, flowers totems, specially crafted glass panel and the creation of planter boxes and urban green rooms contribute to the New Orchard Road experience.

By end of 2009, The New Orchard Road will have more than 40 shopping malls and over 8 million square feet of retail space. More than 50 Luxury fashion flagship stores are located in Orchard Road. There are more than 5000 fashion and lifestyle retail stores, 800 restaurants, bars and cafes, 7 Departmental stores and 4 movie theaters with 38 screens. New shopping playgrounds at Orchard Central, ION Orchard, Mandarin Gallery and 313@Somerset are due to be opened progressively through 2009.

Orchard Road is the nation’s top shopping, dining and entertainment hub. It is regularly visited by the local population as well as being a must-visit tourist attraction.

Note: Statistics are estimated

For further information, please refer to www.orchardroad.sg.

Images Courtesy of Singapore Tourism Board. All Rights Reserved.