EVALUATION OF AN UNDERGROUND MALL - CITYLINK MALL

Abstract

Singapore has been adopting underground space for uses such as transportation, pedestrian connectors and retail purposes. The development of City Link Mall, the first subterranean mall in Singapore, is a good example of underground retail space. This study aims to assess CityLink Mall as a retail mall and as a linkage. It will look into the design characteristics and evaluate CityLink Mall based on them. In order to take a holistic view, three main factors will be discussed: the physical attributes of a shopping mall, the psychological influence of physical attributes of a shopping mall on underground users and consumer behaviour. The attributes of a successful shopping mall will be integrated with the three factors above to give an evaluation of CityLink Mall. A survey on the users of CityLink Mall is used to aid in the evaluation. The study reveals that shoppers and transit pedestrians are generally satisfied with the design and physical characteristics of the mall. As a retail mall, CityLink houses a variety of shops. Apparel boutiques are found to attract the most customers. Other factors of attraction are the mall's good location, accessibility and pleasant environment. Due to its second function as a linkage, many people use CityLink's walkway to go to Suntec Convention Centre, Marina Square, One Raffles Link and City Hall MRT Station. The efficiency of CityLink as a linkage is supported by those interviewed. CityLink has gained the approval of many of its users due to its good design characteristics and its efficiency in serving as a linkage.