Sunday July 19, 2009

Orchard revival

By SANDRA LOW

Our neighbour strives to upgrade its main commercial artery from a shoppers’ paradise to a world-class avenue.

IT has been said that if you haven’t been to Orchard Road in Singapore then you haven’t really been to Singapore.

This 2.2km, one-way street located in the central region of Singapore city, stretching from Tanglin Road/Grange Road to Dhoby Ghaut, is the city state’s most celebrated road and a must-visit tourist attraction.

A pretty sight on one stretch of the upgraded Orchard Road are 35 glass panels like this one, etched with images depicting the zone’s forest theme as well as the road’s history. – Photos by LOW LAY PHON / The Star

In colonial times, it was home to gambier and pepper plantations, and later nutmeg plantations and fruit orchards. Today, Orchard Road has become Singapore’s central shopping, dining, and entertainment hub.

I’m walking down this vibrant road with Andrew Phua, the Singapore Tourism Board’s director of Tourism, Shopping, and Dining, as he recounts that around 1846 a certain Mr Orchard was prominently seen tending his garden and plantation at the corner of what is now Scotts Road and Orchard Road, hence the road’s name.

To position Orchard Road as a multi-dimensional lifestyle destination and to set the tone for more street-level vibrancy, a rejuvenation programme was put in place last year, says Phua. The street was divided into three zones: Tanglin, Orchard, and Somerset. These zones now feature pavements embedded with LED lighting, upgraded street furniture, and ambiance-enhancing lighting.

Andrew Phua explaining how Orchard Road has been upgraded.

In the half-kilometre Tanglin Zone, which has been designated a flora-themed area, 20 flower totems have been installed to create the “garden city” experience, Phua explains, proudly adding that the flora is irrigated with Newater (wastewater that has been recycled and purified by Singapore’s Public Utilities Board).

Over in the Orchard Zone, a key feature are the 25 “urban green rooms” created for mini performances, busking, and sculpture and art exhibitions. Now don’t go looking for actual rooms on Orchard Road – these are actually wide areas along pedestrian walkways that are created simply by moving planters. This allows a barrier-free space in which passers-by and street performers can interact during events without interrupting foot traffic.

You can even book these urban green “rooms” for non-commercial arts-related events and public exhibitions.

Unsurprisingly, the high-tech city has even upgraded busking: The designers came up with Smart Poles, multi-functional lamp posts that can provide power for street performers who need to plug in instruments or speakers. The famous buskers of Paris will be green with envy!

A pretty sight on this stretch are 35 glass panels etched with images depicting the zone’s forest theme as well as Orchard Road’s history. Each glass panel has extended captions recounting the road’s rich past.

Finally, to reflect Orchard Road’s history as a nutmeg and fruit plantation, the Somerset Zone features a fruit theme, with flowering plants with orange, yellow, and red hues.

Phua also points out the many upgraded shopping mall facades that add to the feeling of rejuvenation on the street, including those of the Palais Renaissance, Paragon, Liat Towers, and Centrepoint malls.

And shopaholics will be glad to know three new malls will be opening this year: Orchard Central (which had its soft launch last month), ION Orchard, and 313@Somerset.

Orchard Central (a Far East Organisation company) has an intriguing all-glass facade on which an ever-changing display of digital art is played.

One of the flower totems in the Tanglin Zone, irrigated with recycled Newater.

It all adds to the street’s ambiance, according to Phua.

“We planned to be ready to host the first Youth Olympic Games in August in 2010 as well as many other events that are lined up.

“The rejuvenation works is also in line with our plans to ensure that Orchard Road is comparable to other great streets in the world such as the Champs Elysees in Paris and Oxford Street in London,” he says.

The city’s very serious about achieving that: Phua says it spent S$40mil (RM96mil) on the makeover. And then there’s the publicity blitz, which includes not just media tours like the one I’m on but also events like a fashion show (presented by Female and Nuyou magazines) held on the city’s longest ever catwalk – at 163m – built on a part of Orchard Road itself. The extravaganza featured 66 international models showing off 126 looks from almost a dozen labels.

When I ask some Singaporeans what they think about the S$40mil price tag, though, they say it seems pretty pricey because, to them, the facelift seems minimal.

Well, I have to say, if the STB team had not taken me around to point out what work has been done and shown me before and after photos, it would have been easy to miss the subtle enhancements.

But, subtle or not, it has to be said that a lot of thought and effort has gone into making these upgrades – especially since the STB had to get all stakeholders and private property owners along Orchard Road to work together. And in only 10 months! That’s one serious achievement.