Being a key activity belt in the city centre, Orchard Road has always been envisioned by URA to be a cosmopolitan, bustling and vibrant commercial corridor.
In 2003, an inter-agency committee was formed to explore more compelling and fresh ideas to rejuvenate Orchard Road, so that it will continue to be a dynamic, must-visit destination for visitors and locals alike. Working closely with partners, including the Singapore Tourism Board, the Land Transport Authority and other stakeholders such as developers, building owners and businesses, URA played a pivotal role in affirming the area’s reputation as one of the greatest shopping streets in the world.
Underlying these efforts is a three-pronged strategy to realise the vision for Orchard Road - a happening place offering an endless array of memorable shopping, dining and entertainment experiences in a unique tropical setting. The elements of this strategy include enhancing the retail experience for shoppers through new retail developments; encouraging innovative, quality developments through the rejuvenation of existing malls; and enhancing the overall pedestrian and street experiences for shoppers.
Bold, new places
The Government Land Sales Programme is a key tool to realise URA’s planning vision for Orchard Road. In 2005 and 2006, the agency identified and launched three prime sites in the shopping district. These were slated for new landmarks in the area. Today, ION Orchard and Orchard Central have been completed on two of the sites, and 313@Somerset, which is expected to be completed by end 2009, will occupy the third.
With its spectacular architecture and the world’s top luxury brands in duplex units fronting it, ION Orchard has added to the grandeur of the gateway to Orchard Road. Visitors are not only spoilt for choice with its myriad retail and Food and Beverage (F&B) outlets, but they can also look forward to enjoying a visual treat at the mall’s 500 sq m Art Exhibition Space, and look forward to a sheltered space that will serve as a stage for major events.
Soon, they can visit a 218-metre high observation deck that will be home to two levels of F&B establishments and linger at its outlook points for breathtaking views of the city. These additional amenities were provided as part of URA's proposals for the site, in order to bring about varied uses to enhance the Orchard Road experience.
Further down at the Somerset street block, another unique experience awaits visitors. Coming soon is the Discovery Walk, a new sheltered pedestrian mall over the Stamford Canal. Conceptualised by URA as part of the planning vision for Orchard Road, it will be abuzz with shops and outdoor refreshment areas, providing a refreshing shopping experience.
Part of this new shopping street can already be enjoyed at Orchard Central and will be fully completed with the opening of 313@Somerset, as well as the redevelopment of the former Specialist Centre/Hotel Phoenix.
Orchard Central today offers more than novel retail and dining choices. Shopping there is akin to visiting an art gallery, thanks to URA’s Art Incentive Scheme, which has encouraged the developer of the mall to showcase and integrate 17 art works into the new space for public enjoyment.
Adding a fresh dimension of appeal
URA has also introduced several incentives in the form of additional Gross Floor Area (GFA) to catalyse the redevelopment of existing shopping malls along Orchard Road, so that they can continue to project fresh impressions.
For instance, to encourage a more bustling street life, the agency has offered GFA incentives for outdoor kiosks and outdoor refreshment areas, as well as second storey urban verandahs for alfresco dining. The Balcony Bar at The Heeren (currently being renovated) is a success story showcasing this novel dining concept.
The façade articulation incentive, which encourages stores to conceptualize different building facades and the widening of shopfronts, allows more activities and interaction with pedestrians at the street level. Wisma Atria and Paragon Shopping Centre enjoyed facelifts through this scheme and now sport new, funky, eye-catching pop-out facades. Other developments that have started their upgrading works include the Meritus Mandarin, Grand Park Orchard Hotel, and The Heeren.
URA also set up the Orchard Road Development Commission (ORDEC) to support quality and innovative redevelopments. Developers and building owners of adjacent sites are encouraged to come together with proposals that will introduce new concepts, additional public amenities and cultural facilities to create memorable experiences. Redevelopment proposals that have good potential to transform the area will be supported with GFA incentives. The joint redevelopment of the former Specialists’ Centre / Hotel Phoenix and Orchard Emerald is the first project approved by ORDEC.
A richer experience for all shoppers
Capitalising on the lush, tree-lined boulevard, open-air Urban Green Rooms have been created along the pedestrian mall from ION Orchard to Meritus Mandarin. Apart from being a rest area with benches for tired shopaholics to recharge, these public spaces are also ideal spots for outdoor exhibitions, busker performances and even street carnivals. Injection of this cultural element to the shopping experience is expected to enhance the overall street experience for all visitors.
Part of URA’s plans to enhance the overall experience for shoppers is to make it pedestrian-friendly. This will be achieved through a comprehensive integrated and seamless network including covered and open walkways, second-storey links between buildings, as well as an Underground Pedestrian Network.
Some of these convenient connections have been and will be made possible through URA's land sales conditions for new sites. For example, it was a sales condition for the developers of ION Orchard, 313@Somerset and Orchard Central to provide pedestrian connections to the adjacent MRT stations and to the surrounding developments.
Today, ION Orchard is linked to Orchard MRT Station and Wheelock Place. In response to URA's urban design guidelines, the developer of ION Orchard has also lined the ION Orchard – Wheelock Place underpass with not just one, but three levels of shops and F&B outlets, offering shoppers a seamless continuation of the shopping experience. There will be even more pedestrian links between buildings and MRT stations when more of the projects currently under construction are completed.
The makings of a great shopping street
Orchard Road has been identified by URA as one of the key precincts in Singapore’s Central Area that will be place-managed. Place management involves a co-ordinated approach to harness the expertise and resources of the public and private sectors to create places that are economically and socially vibrant. It involves working with stakeholders to improve both the hardware and software of an area.
Similar to the place management role undertaken by URA’s Marina Bay Development Agency for Marina Bay, the Singapore Tourism Board will work with stakeholders to spearhead the efforts to ensure the smooth running of Orchard Road. Its work will include the organisation and positioning of signature and themed events as well as the coordination of marketing efforts and calendars.
With so many dedicated minds working towards a common vision, Orchard Road is all set to become even more attractive, alluring and dazzling!