(ION)IC PHY-GITAL COLLECTIVE: BUILDING A CONSUMER-CIVIC ECOLOGY THROUGH CONDENSER SUBVERSION OF THE AFFECTIVE MALL SYNTAX

Abstract

This thesis seeks to envision a ‘Phy-gital’ consumer-civic ecology for Ion Orchard through the subversion of the mall syntax model, in view of the planned revitalisation for Orchard Road within changing trends of consumption. It seeks to build upon existing civic synergies of the site, providing a win-win investment strategy where physical infrastructure stays relevant in the age of digital commerce.

Theoretical studies investigate the urban condition of commodified estate and affective consumption within the pseudo-public spaces of Singapore’s commercial district, Orchard Road. The research seeks to establish a human centric post-digital design discourse, investigating the fundamental logic of the Mall’s spatial syntax, its resulting mechanisms (Dovey, 1999; Crawford, 1992), and opportunities for subversion with its Social Condenser antithesis. An urban intervention based upon these theoretical studies was conceived for Orchard Road, Singapore’s key commercial district.

To allow for knowledge exchange to revitalise the existing commercial model, the development of a consumer-civic ecology is proposed. The development of a civic program will revitalise commercial infrastructure as a phy-gital “Collaborative Economy” with a means of consumer engagement, made possible through rethinking the existing shopping model. Given the pre-existing arts program within Ion Orchard, a key mall within Singapore’s commercial district, the mall was therefore selected for the demonstration of a new consumer-civic ecology.

The project optimizes the commercial model through existing affective synergies of the Flow and Visual Mechanisms, re-establishing a new cycle of search & encounter. The civic addition seeks to involve a larger scope of patrons and tenants, ultimately allowing for vacancies throughout the mall to be filled up with civic-centric tenants. The project stance on ensuring the continuity of commercial infrastructure is rooted within the heart of the mall, how affective syntax components can serve as a seed of growth for a consumer-civic ecology; thus serving the changing needs of its patrons in the post digital age, before malls can be connected internally, externally and to its urban surroundings.