ORCHARD ROAD - A WORLD CLASS SHOPPING STREET? - A STUDY OF URA �S 2005 ENHANCEMENT WORK

Abstract

The aim of this research is to find out if Orchard Road had the correct physical factors to become a world class shopping street back in 2005, and whether the URA targeted the right weaknesses to improve on. These principal improvements will be studied, analysed and the success of these initiatives will be evaluated. A strategy was devised for this research to study and measure the success of the improvements, and to compare Orchard Road with other foreign counterparts. Literature review: The review will include and identify the best practices (from books and in theory) in designing successful shopping districts and streets. Key theories from key writers about these factors will be identified and discussed. Case studies for comparative analysis: Field studies and observations of best practices and failures will be conducted on-site at selected case studies. Findings will be used for evaluation and comparison with Orchard Road. Four case studies were selected based on their international standings. Comparative analysis: Findings from field studies, on-site at Orchard Road, various case studies and literature review will be used for comparative analysis to determine the success and failures of the improvements. Field observation and analysis: Field studies and observations of the improvements (specified in the 2005 document) at Orchard Road will be analysed and evaluated. From the findings, it is observed that most of Orchard Road’s weaknesses were addressed in the 2005 plans. However, some were not properly addressed. The improvements largely benefited and concentrated on areas between Orchard and Somerset MRT stations. More can be studied and be done to the two ends of the shopping street. This will ensure a more uniformed and enjoyable shopping experience for shoppers and to benefit all retailers of Orchard Road.