The Transformation and Rejuvenation of Malls

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  • Topic: Plaza Singapura, Shopping mall, Dhoby Ghaut MRT Station
  • Pages : 3 (610 words )
  • Download(s) : 509
  • Published : March 15, 2011
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Transformation and rejuvenation of malls
How they have in turn influenced urban land use and planning in the region What positive and negative impacts have
Focus on PS and Bugis

Plaza Singapura

Basement level 2 - Carrefour, food, random stores
Basement level 1 - Youth apparel and gifts
First floor - Carrefour, mixture of food and apparel
Second floor - Working youths, more expensive apparel, etc.
Third floor - John Little, family theme, household
Fourth floor - Children and Maternity
Fifth floor - Spotlight
Sixth floor - Yamaha and Kopitiam, leisure
Seventh floor - Golden Village, Arcade, Hobbies

Location: Central, end of the Orchard Road Strip; Centre of its own, has forms of land use nearby (SMU, SOTA, etc.) which allows PS to be a focus on its own, apart from Orchard Road Strip

Profile of mall: Old, but has gone through 2 major revamps - 1990s (Yaohan); NEL (mrt as a major factor for its success, when NEL was first built, most of the neighbourhood areas didn’t have their own shopping malls); (history of the mall -> interview with mall operator)

Mall developers: Capitaland and Capitaland Trust

Marketing strategies: Family-oriented shopping concept - one-stop station; Entertainment hub; Unique shops; Popular anchor tenants;

Competitive advantage: Dhoby Ghaut Station - Circle line, NEL, NSL; Design is rectangular, all the shops are visible, escalators are easily assessed, lifts available; Each floor has a theme, makes it easier to navigate; Outdoor area and central area within the mall to hold activities/sales (Incorporate Shopping Quality Index (SQI) to compare shopping qualities of both malls)

Consumers: Teenagers, Adults, Children (Incorporate survey results to find out information)

Land Use: Part of Orchard Road strip, in the shopping district. Commercial. Need to research on other forms of land use around the mall (residential, leisure, etc.); Dhoby Ghaut Green (popular with skateboarders); Dhoby Ghaut Exchange;...
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