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PRESENTATION

Wei Chia

Created on October 30, 2021

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Transcript

EUPHORIA@ORCHARD

START

Figure 1: Euphoria@Orchard (My Asia Connection, 2020)

ViDEO

index

1. Potential Problems

5. Rationale

2. Theme and Concept

6. Stakeholders and Benefits

3. Target Audience and Objectives

7. Timeline and Implemenation

4. Project Description

8. Marketing Plan

Figure 2: Lucky Plaza (TripAdvisor, n.d.)

1. Potential Problems

+ INSIDE

2. theme and concept

2. THEME AND CONCEPT

Figure 4: Foreign Workers in Singapore (The Asean Post, 2021)

Figure 3: Foreign Workers (Zula.sg , 2021)

3. Target Audience & Objectives

4. Project description

Terminal 21, Bangkok

Figure 5: Terminal 21 (Hotels.com, n.d. )

CROSSOVER

Figure 6: Crossover - Imagined (Booking.com, 2019)

Figure 7: Social Eating (Unsplash, n.d.)

ThaiPiIn

Figure 8: Supermarket Offering Selection of Products (Progressive Grocer, 2017)

Art Paradise

Figure 9: Proposed Art Theatre (Wild Rice, 2020)

Art Paradise

Figure 10: Thai Dance (Tenor , 2019)

Shopping Street

Figure 11: Modern Shops (Genial.ly, n.d.)

Old Tenants

Figure 12: The Gift Shop (Singapore Travel Hub, n.d.)

Figure 14: Kabayan Filipino Restaurant (Ivan Teh - RUNNING MAN, 2014)

Figure 13: Financial Services (The World News, 2020)

NEW Tenants

Figure 15: Sunnies Face (Sunnies Face, n.d.)

Figure 16: Another Man Story (BK ASIA CITY, n.d.)

Figure 17: COS (BK ASIA CITY, n.d.)

Figure 18: DRE Holdings' CSR (Phin, n.d.)

Figure 19: Orchard Road (Roots.sg, n.d.)

5. Rationale

Figure 20: Golden Mile Complex (Business Times, 2018)

Figure 21: City Plaza (Shopback, n.d.)

Figure 22: Lucky Plaza (Alamy, n.d.)

create a cultural hotspot

Figure 23: Travelling Experience (Conde Nast Traveler , 2020)

One Stop HUb

Figure 24: Illustration of a myriad of Cultural Activities (Dribbble.com , n.d.)

Art ParadisE

ORCHARD'S FIRST ART THEATRE

Figure 26: Dancing with Kohn Masks (Samui Holiday, 2017)

Figure 25: The Temple Dance (Holidify, n.d.)

capitalize on the growth of art scene

Figure 28: Performaning Arts of Thailand, (InsightGuides, 2016)

Figure 27: Wayang Kulit (Yoair, 2021)

appeal to multi-generations

Figure 30: Inclusive to All (Daily Mail, n.d.)

Figure 29: Younger Audiences (Fona International, 2016)

Figure 31: Euphoria@Orchard's Goals (My Asia Connection, 2020)

6. stakeholders and benefit

DRE HOLDINGS

Figure 33: DRE Holdings (European Property, 2018)

Figure 32: DRE Holdings

Residents of Lucky PLAZA APARTMENTS

Figure 34: Lucky Plaza (Apartment Block) (Property Guru, n.d.)

FOREIGN WORKERS

Figure 35: Foreign Workers (Sqfeed, 2020)

SINGAPOREANS

Figure 36: Singaporeans (MCCY, n.d.)

7. timeline and implementation

Phase 1

Jan 2022- June 2022

Jan 2022- March 2022

Cost Benefit Analysis

Design andPlanning

FeasibilityStudy

Architectural Designing

April 2022- Sept 2022

Jan 2022- March 2022

Phase 2

July 2022- Sept 2022

July 2022- Sept 2023

Constructionand Refurbishment

Lease Termination

Site Preparation

July 2022- Dec 2022

Phase 3

Oct 2023- Dec 2023

MarketingCampaigns

OfficialReopening

Dec 2023

Planning and AttractingNew Tenants

Jan 2023- Sept 2023

8. marketing plan

free concert

Figure 37: Silat (My ActiveSG, n.d.)

Figure 39: The Filipino Tradition Culture Custom told through Dance and Music (The San Diego Museum Tribune, 2019)

Figure 38: Muay Thai (Wikipedia, n.d.)

free concert

Figure 40: Online Tickets (Get Fully Funded, 2017)

Figure 41: Lucky Draw (Adobe Stock, n.d.)

Instagram campaigns

Figure 44: Jeepney (Fine Art America, n.d.)

Figure 43: Tuk Tuk (Hiphippopo, 2019.)

Figure 42: Instagram Challenge

Figure 45: Becak (Holidayen, n.d.)

posters and booths

Figure 47: Food Sampling Booth (Loki Box Design, 2019)

Figure 46: Fun fact poster

Figure 48: Euphoria@Orchard (My Asia Connection, 2020)

thanks

references

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