THE STUDY OF THE URBAN IMAGE OF ORCHARD ROAD

Abstract

Orchard Road has always been considered as the nation's main showcase of her modernity. The streetscape is one that is made up of high rise buildings and modern structures. This modernization is often put in parallel to modern countries, which are more than often loosely classified as "Westernised" or western countries. As Singapore is a growing Asian city, the urban landscape is one that is a mix of modern streets and traditional ones. Orchard Road thus became one of indistinct identity. It is neither local nor foreign. It is neither western or eastern. Does Orchard Road then fit into the image of an Asian country? This study will thus attempt to look at the overall image of Orchard Road based on locals and tourists to understand how users feel about Orchard Road now. The study will also attempt to find out the appeal of incorporating Asian street elements onto Orchard Road.