Plenty of changes afoot

Far East Shopping Centre, now owned by Chinese mogul Du Shuanghua’s Glory Property Development, will likely transform into a mixed-use complex. Next door, Ong Beng Seng’s Hotel Properties (HPL) will redevelop Voco Orchard Singapore, Forum the Shopping Mall and HPL House, although details have yet to be announced.

Asok Kumar Hiranandani’s Royal Group is reshaping Ming Arcade into a 165-room luxury hotel, with the help of SCDA Architects. Tanglin Shopping Centre will be recast as a mixed-use development under Indonesian tycoon Sukanto Tanoto’s Pacific Eagle Real Estate.   

And that’s not all—government agencies including the Singapore Tourism Board (STB), Urban Redevelopment Authority (URA) and National Parks Board (NParks) have also announced plans to reinvigorate the precinct.

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“Their multi-year plan includes the pedestrianisation of Orchard Road, improving the connectivity of Orchard Road, creating more event spaces, and wayfinding features to help tourists navigate the varied shopping, dining and entertainment offerings,” says a spokesperson from the Orchard Road Business Association (ORBA).

Apart from these initiatives, Guo Teyi, director of retail and dining at STB, explains that the Board will install “creative street furniture” to enhance the streetscape and provide visitors with more public seating.

Commenting on the wave of upcoming projects, Knight Frank’s head of retail Ethan Hsu says: “The integration of multiple and mixed-use developments with diverse communities will add to the vibrancy of Orchard Road, as the retail, dining and lifestyle offerings can be tailored to serve a variety of catchment profiles.”

Shooting for the stars

Singapore’s post-pandemic recovery has been strong, with our island welcoming 13.6 million visitors in 2023, according to STB. These visitors added around SG$25 billion to the city-state’s coffers. But in a hyper-competitive global tourism market, how does Orchard Road stand out from other popular haunts in the region, such as Bangkok’s Sukhumvit, or Tokyo’s Ginza and Shibuya?

Ranim Ben Romdhane, general manager of The Singapore Edition, notes the growing desire among luxury travellers to authentically immerse themselves in the locale and discover the essence of the destination. “They’re increasingly conscious in their choices, seeking experiences that money can’t always buy,” he notes.

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“Consumers these days want something unique, and as travellers, they would want something different from the countries they’re from,” offers Jeff Crowe, general manager of Artyzen Singapore. “I believe that Orchard Road has the opportunity to emerge as a more diversified destination in the next five to ten years. It has always been associated as a shopping destination led by international and luxury brands. But I do believe that smaller artisanal brands are the way forward.”

For Sulian Tan-Wijaya, executive director of retail and lifestyle at Savills (Singapore) Pte Ltd, the opportunity lies in introducing new-to-market brands that are already available in other major cities.

For brands already in Singapore, an experiential flagship store could give regional competitors a run for their money. “Rather than repeating the same brands or concepts already present, the new malls can be purpose-built to house duplex luxury flagships, or to add cafes, lounges or event spaces to the retail experience,” she says.

As Singapore’s reputation as a global gastronomic hotspot intensifies, there are also opportunities to cement Orchard Road’s image as an unmissable F&B destination. Sure, there are stalwarts like Iggy’s, Les Amis, and Summer Palace, but the bulk of top-line restaurants are located outside the district.

“This is an opportunity to entice Michelin-starred and other signature restaurants that have thus far been ‘avoiding’ Orchard Road in favour of CBD locations,” says Savills’s Tan-Wijaya. “There’s a discernible appetite among travellers for exceptional culinary experiences that go beyond the ordinary,” adds The Singapore Edition’s Romdhane.

That community spirit

Beyond retail and dining, observers say that what could give Orchard Road a boost are more inclusive, community-focused attractions. Knight Frank’s Hsu feels that more entertainment and leisure options would give the district an organic liveliness and vibrancy.

“For Orchard Road to become a world-class destination, we have to position it as an entertainment hub with shopping being part of the mix. Visitors should be able to access a wide variety of entertainment options … such as exploring museums and galleries or street performances,” he continues.

Hsu also suggests carving out more green spaces for communal activities and interactions, such as a big public plaza or square.

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But he acknowledges the roadblocks that such an initiative might encounter. “Such a framework may require government leadership and support to incentivise commercial landlords to set aside space for communal interaction and engagement.”

Mike Williamson, cluster general manager of Conrad Singapore Orchard and Conrad Centennial Singapore, also believes that a community element is somewhat lacking. “One of the cities closest to my heart is Barcelona. At night, everyone’s out walking, and it’s all different generations. If you have an area [to encourage that], it would add a whole sense of family, vitality and community.”

Last year, the ORBA closed part of Orchard Road to traffic for The Great Christmas Eve Street Party, attracting thousands of attendees. Following its success, the association is organising Night at Orchard (NAO) in Q2 2024, a roving pop-up concert that will take place once a month.

“Enlivening the pedestrian experience along our precinct is key, and NAO is just the platform to showcase the best creative and artisanal talents,” says the ORBA’s spokesperson.

Watch this space

For Conrad’s Postma, the addition of the new hospitality brands to the western end of Orchard Road brings vibrancy to the area. “It’s also easy to move from one to the other. [Guests] might stay with us but enjoy an F&B experience [elsewhere], or the other way around,” Postma continues.

For investors keeping tabs on the area’s growth, Tan-Wijaya maintains a positive outlook. “Following the Taylor Swift and Coldplay concerts, Singapore may start seeing more large-scale pop concerts which attract huge numbers of visitors, adding to the investment potential of Orchard Road,” she offers. Tourist numbers are also nearing pre-Covid levels, and she adds that hotels are optimistic about filling their rooms.

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All the ongoing efforts to refresh the neighbourhood will also reap rewards. “Having more shopping, dining and entertainment options … will only make Orchard Road and the vicinity more attractive to live and play, benefitting residential property and rental values,” Tan-Wijaya adds.

The current revitalisation projects are merely the latest in a string of efforts to keep the district abreast of global trends. “It is critical for us to stay ahead of the curve and have stakeholders offer fun and differentiated lifestyle and retail experiences to cater to varied visitor interests. In the coming years, Orchard Road will continue its rejuvenation to inject new vibrancy into [the area],” says the STB’s Guo.

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