# Orchard Road must double down on community and experiences to remain Asia's premier lifestyle destination

- **Source:** EdgeProp Singapore
- **Published:** 2026-09-01T06:41:37.000Z
- **Author:** Sona Aggarwal
- **Original:** https://www.edgeprop.sg/property-news/orchard-road-must-double-down-community-and-experiences-remain-asias-premier-lifestyle-destination
- **Topics:** Commercial & Industrial, Regional Markets

## Featured rationale

This signals sustained retailer interest but may require Orchard Road landlords to prioritise experiential flagships, mixed-use activity and district-wide placemaking to support footfall and rents.

## AI summary

F&B accounted for 53% of prime mall openings in 1H2026, as Orchard Road faced growing competition from experience-led Asian retail districts.

## Original article

For decades, Orchard Road has been synonymous with retail in Singapore. It is more than a shopping street. It is one of the country's most recognisable destinations, a tourism icon and a gateway through which generations of international brands have entered Asia.

Its prominence has been built over years of reinvention. What began as a mix of nutmeg plantations and fruit tree orchards in the 1830s evolved into a hotel and shopping belt in the 1970s and 1980s.

That eventually became a collection of destination malls, luxury flagships and lifestyle offerings, which collectively established Orchard Road as the commercial heart of Singapore's consumer economy.

Read also: Frasers Property buys Cuppage Terrace for $175 mil, strengthens Orchard foothold

Today, it remains the country's premier retail spine, anchored by major brands from around the world, and consistently ranks among the top 20 main streets in Cushman & Wakefield's flagship insights report on the global retail sector, Main Streets Across the World.

Ranking of main streets across the world:

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Source: Cushman & Wakefield

However, the retail scene and the consumers that shape it are dynamic — more so now than ever — and Orchard Road is operating in a retail environment that looks very different from the one that shaped its success.

Across Asia, cities are investing heavily in the development of their retail districts.

Tokyo's Ginza continues to set the benchmark for luxury retail. Seoul has broadened its appeal beyond traditional luxury districts through lifestyle-driven precincts such as Seongsu, which is a go-to destination for limited-edition brand pop-ups and collaborations.

Shanghai's West Nanjing Road remains China's most prestigious luxury address, while Bangkok has emerged as one of the region's most vibrant retail destinations through developments such as IconSiam, the EM District and One Bangkok.

Against this backdrop, Orchard Road faces an important challenge. New generations of consumers are redefining the shopping experience and seeking destinations that are immersive, social and continually refreshed with new experiences.

The question is not whether Orchard Road remains relevant today. It clearly does. The more important question is whether it is evolving fast enough to remain relevant beyond today for a new generation of consumers.

Read also: What the office model cannot see

The answer is not to become less retail-focused. Rather, Orchard Road must strengthen its position as a retail destination while expanding its role as a lifestyle district.

To remain Asia's gateway market for global brands, it must increasingly become a destination where people come not only to shop, but to spend time, connect and return repeatedly.

Protecting Orchard Road's retail core

As Orchard Road evolves, it is important not to lose sight of what gives the district its competitive advantage: its retail identity.

Singapore continues to attract international retailers and first-time physical store entrants, underpinned by its affluent consumer base, recovering tourism and position as a regional business hub.

Notable foreign debuts in 1H2026 included Molly Tea, Lotteria, Torikizoku and Subdued. F&B remained the key demand driver, accounting for 53% of prime mall openings in 1H2026, followed by lifestyle (16%) and fashion, according to Cushman & Wakefield’s Marketbeat Singapore 2Q2026 research report on the retail sector.

While brand interest in Orchard Road remains strong, retail success is no longer driven by sheer store count, but by high-impact flagships that double as brand statement pieces.

Read also: Frasers Property's walk, run, cycle campaign raises over $214,000 for seniors and persons with disabilities

One example is Louis Vuitton's iconic The Louis on Shanghai's West Nanjing Road. It is a 30m-tall cruise ship installation that spans three levels and over 17,000 sq ft of retail, exhibition and hospitality spaces.

Within a year, consumer spending in the area surrounding the ship-shaped concept store rose 61% y-o-y, with daily footfall exceeding 500,000.

Other great examples are Dior's Bamboo Pavilion in Tokyo's Daikanyama district and the Dior Gold House in Bangkok. Both integrate retail, curated F&B options — Café Dior — with conceptual gardens and installations from local artists for an immersive brand experience.

These flagships show that physical retail must go beyond transactions to offer storytelling, innovation and engagement that inspire curiosity among both locals and tourists.

To maintain its edge as Asia's launchpad for global brands, Orchard Road must retain a strong, retail-first core, ensuring that street-facing and podium-level spaces remain dedicated to flagship concepts, regional debuts and experiential retail.

Building destinations where people stay and engage

While retail should remain the foundation, shopping alone is increasingly insufficient to drive long-term competitiveness. Consumers today want destinations where they can participate in activities, cultivate interests and engage with communities.

Seoul's Seongsu has become one of the most talked-about lifestyle districts built on repurposed industrial space, commanding a monthly rent of KRW1.5 million per 3.3 sq m ($1,389 per 35.5 sq ft, or about $39 psf).

Its warehouse conversion model makes it a go-to destination for limited-edition pop-ups and brand collaborations with global reach. Highlights include K-pop groups, immersive Netflix experiences for films and TV series like K-pop Demon Hunters and Physical: Asia, as well as Korean beauty collaborations such as the Popmart Winter Village at Olive Young N Seongsu.

About 35% of all pop-up stores in Seoul are in Seongsu, and retail accounts for 79% of all sales, highlighting a strong concentration of consumer spending.

Bangkok, as an emerging market, has adopted a destination-led retail model supported by 11 million urban residents and strong tourism-driven consumer demand.

Landmark developments such as IconSiam and One Bangkok have expanded beyond traditional shopping centres to create integrated mixed-use destinations that combine retail, dining, entertainment, cultural attractions, hospitality, offices, residences and public spaces.

This approach strengthens Bangkok's position as a regional lifestyle and tourism hub while encouraging longer visitor dwell times and higher consumer spending across the precinct.

For Orchard Road, this means thinking beyond shopping. While the precinct has already broadened its appeal through lifestyle, wellness and experiential offerings, it must continue evolving at a much faster and more deliberate pace to remain competitive as a dynamic destination.

Future growth will rely on a more deliberate and thoughtfully curated mix of offerings that complement Orchard Road’s established strengths.

The goal should be to create a district that functions as a modern "third place" where people choose to spend time even when shopping is not their primary objective.

Creating vibrancy and resilience with mixed-use developments

Mixed-use developments also play a crucial role in creating vibrant retail districts, as they provide steady and consistent activity throughout the day and week.

When designed to complement rather than dilute retail, combining retail with hospitality, offices, entertainment and residential components builds a stronger, more resilient precinct.

While tourists remain an important source of demand, relying on them exclusively is unsustainable.

A balanced ecosystem creates more stable, multi-layered activity. Hotels deliver direct, high-spending visitors; offices drive steady weekday F&B and service demand; residences generate recurring neighbourhood spending across retail, wellness and lifestyle categories.

This diversity protects precincts from tourism cycles by blending local and international consumer bases.

Many successful Asian retail destinations illustrate this approach. Bangkok's One Bangkok combines office, residential, hospitality and retail uses. Shanghai's major retail districts increasingly sit within integrated mixed-use developments.

Singapore's own Marina Bay precinct demonstrates how a combination of retail, office, hospitality and entertainment uses can reinforce each other to cultivate a vibrant destination.

For Orchard Road, every new mixed-use component should strengthen the precinct's retail ecosystem and broaden its consumer base.

Curating Orchard Road as a district

Perhaps the greatest opportunity for Orchard Road lies not within individual buildings but in the overall district experience.

Consumers do not experience Orchard Road as a collection of assets. They view the street as a single destination, which means that the future competitiveness of Orchard Road will depend increasingly on district-level curation and programming.

Leading retail districts globally are investing heavily in placemaking, public realm enhancements and coordinated experiences.

New York City, for example, is allocating US$156 million ($198.6 million) to transform six blocks of Broadway into mostly car-free pedestrian areas as part of its "Broadway Vision" initiative.

Such major public-realm upgrades and pedestrian-focused infrastructure not only enhance urban spaces and boost district value, but also drive footfall and dwell time, benefitting businesses across the precinct.

To remain globally competitive, Orchard Road must similarly be managed as a cohesive destination.

This means strengthening connectivity between retail, transit links and public spaces, while activating the precinct through district-wide fashion festivals, seasonal cultural events, public art installations and rotating pop-ups — all supported by seamless pedestrian connectivity and experiences.

Equally important is maintaining a carefully curated balance between international flagships and local concepts.

While global luxury brands drive Orchard Road’s international pull, Singapore’s unique culture, creativity and entrepreneurship provide its true differentiation.

Blending world-class retail with authentic local offerings will ensure Orchard Road delivers an experience that consumers cannot find anywhere else in Asia.

The next chapter of Asia's premier main street

Orchard Road already possesses the strong foundation that many cities aspire to build: a globally recognised retail identity, strong brand equity, excellent connectivity and a position as one of Asia’s most important gateway markets.

Preserving Orchard Road’s retail-first identity remains essential, but future success will depend on how well and how quickly the precinct integrates experiences, placemaking and community into a cohesive district-wide proposition.

Achieving this will require close alignment among property owners, brands and urban planners to create a destination that continues to stand apart in Asia's increasingly competitive retail landscape.

Check out the latest listings for Orchard properties

## Chinese translation

> Translation model: grok_cli

### 乌节路必须加码社区与体验，才能继续作为亚洲首屈一指的生活方式目的地

给购物者更多理由在乌节停留与连接，以本地概念、文化、快闪店和场所营造，把乌节打造成“第三空间”

数十年来，乌节路一直是新加坡零售的代名词。它不仅是一条购物街，更是该国最具辨识度的目的地之一、旅游地标，以及一代又一代国际品牌进入亚洲的门户。

其地位是历经多年重塑才建立起来的。这里在19世纪30年代原本是肉豆蔻种植园与果树园交错的地带，到了20世纪70年代和80年代，演变为酒店与购物带。

此后，这里逐步汇聚成目的地商场、奢侈品旗舰店与生活方式业态的集合，共同确立了乌节路作为新加坡消费经济商业核心的地位。

另读：星狮地产以1.75亿新元收购Cuppage Terrace，巩固乌节布局

如今，它仍是该国首屈一指的零售主轴，由全球各大品牌锚定，并持续跻身戴德梁行（Cushman & Wakefield）全球零售业旗舰洞察报告《世界主要商业街》（Main Streets Across the World）前20名。

全球主要商业街排名：

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来源：戴德梁行（Cushman & Wakefield）

然而，零售业态以及塑造它的消费者都在动态变化——如今更甚于以往——乌节路所处的零售环境，已与当初成就其辉煌的环境大不相同。

在亚洲各地，城市正大力投入零售街区的建设。

东京银座继续树立奢侈品零售标杆。首尔则通过圣水洞（Seongsu）等生活方式驱动的街区，将吸引力拓展到传统奢侈品区之外；圣水洞已成为限量品牌快闪店与联名合作的热门目的地。

上海南京西路仍是中国最负盛名的奢侈品地址，而曼谷则凭借IconSiam、EM District和One Bangkok等项目，崛起为区域内最有活力的零售目的地之一。

在此背景下，乌节路面重要挑战。新一代消费者正在重新定义购物体验，他们寻求沉浸式、社交化、并持续以新体验刷新的目的地。

问题不在于乌节路今天是否仍然相关。答案显然是肯定的。更重要的问题是：它的演进速度，是否足以在今天之后继续对新一代消费者保持吸引力。

另读：办公模式看不见的东西

答案并不是减少对零售的聚焦。相反，乌节路必须强化其作为零售目的地的地位，同时拓展作为生活方式街区的角色。

要继续作为全球品牌进入亚洲的门户市场，它必须日益成为人们不仅前来购物、更愿意停留、连接并反复回访的目的地。

守护乌节路的零售核心

随着乌节路演进，重要的是不要忽视赋予该街区竞争优势的根本：其零售身份。

新加坡持续吸引国际零售商和首次开设实体店的品牌进入，这得益于其富裕的消费群体、复苏的旅游业，以及作为区域商业枢纽的地位。

2026年上半年值得关注的外资首店包括Molly Tea、Lotteria、Torikizoku和Subdued。根据戴德梁行《Marketbeat Singapore 2026年第二季度》零售研究报告，餐饮仍是主要需求驱动因素，占2026年上半年优质商场开业的53%，其次是生活方式（16%）和时尚。

尽管品牌对乌节路的兴趣依然强劲，零售成功已不再靠店铺数量堆砌，而是靠兼具品牌宣言功能的高影响力旗舰店。

另读：星狮地产步行、跑步、骑行活动为长者和残障人士筹得逾21.4万新元

一个例子是路易威登（Louis Vuitton）位于上海南京西路的标志性项目The Louis。这是一座高30米的邮轮造型装置，横跨三层，零售、展览与酒店式空间超过17,000平方英尺。

一年内，这艘船型概念店周边区域的消费支出同比增长61%，日客流量超过50万人次。

其他出色例子包括迪奥（Dior）在东京代官山的竹亭（Bamboo Pavilion），以及曼谷的Dior Gold House。两者都将零售、精选餐饮——Café Dior——与概念花园及本地艺术家装置相结合，打造沉浸式品牌体验。

这些旗舰店表明，实体零售必须超越交易本身，提供能激发本地人和游客好奇心的叙事、创新与互动。

为保持作为亚洲全球品牌首发平台的优势，乌节路必须保留强大的零售优先核心，确保临街及裙楼层空间继续专用于旗舰概念、区域首店和体验式零售。

打造让人停留并参与的目的地

尽管零售应继续作为基础，但仅靠购物已越来越不足以驱动长期竞争力。如今的消费者希望前往可以参与活动、培养兴趣并与社群互动的目的地。

首尔圣水洞已成为最受热议的生活方式街区之一，建于改造后的工业空间之上，月租金达每3.3平方米150万韩元（每35.5平方英尺1,389新元，或约每平方英尺39新元）。

其仓库改造模式使其成为具有全球影响力的限量快闪店和品牌联名合作的热门目的地。亮点包括K-pop组合、针对K-pop Demon Hunters和Physical: Asia等影视作品的Netflix沉浸式体验，以及韩国美妆联名，例如Olive Young N Seongsu的Popmart Winter Village。

首尔约35%的快闪店位于圣水洞，零售占总销售额的79%，凸显消费支出高度集中。

作为新兴市场，曼谷采用了目的地导向的零售模式，依托1100万城市居民以及强劲的旅游驱动消费需求。

IconSiam和One Bangkok等地标项目已超越传统购物中心，打造集零售、餐饮、娱乐、文化景点、酒店、办公、住宅和公共空间于一体的综合混合用途目的地。

这一做法强化了曼谷作为区域生活方式与旅游枢纽的地位，同时鼓励访客更长停留时间，并推高整个街区的消费支出。

对乌节路而言，这意味着要超越购物来思考。尽管该街区已通过生活方式、健康养生和体验式业态拓宽吸引力，但仍必须以更快、更有意识的节奏持续演进，才能作为充满活力的目的地保持竞争力。

未来增长将有赖于更有意识、经过精心策划的业态组合，以补足乌节路既有优势。

目标应是打造一个作为现代“第三空间”运作的街区，让人们即使不以购物为主要目的，也会选择在此停留。

以混合用途开发创造活力与韧性

混合用途开发在打造充满活力的零售街区方面也扮演关键角色，因为它们能在全天和整周提供稳定、持续的人流活动。

若设计上是补足而非稀释零售，将零售与酒店、办公、娱乐和住宅组成部分相结合，就能打造更强、更具韧性的街区。

尽管游客仍是重要的需求来源，但完全依赖游客并不可持续。

均衡的生态系统能创造更稳定、多层次的活动。酒店带来直接、高消费的访客；办公推动稳定的工作日餐饮与服务需求；住宅则在零售、健康养生和生活方式类别中产生经常性的邻里消费。

这种多样性通过融合本地与国际消费群体，保护街区免受旅游周期波动影响。

许多成功的亚洲零售目的地都体现了这一做法。曼谷的One Bangkok结合了办公、住宅、酒店和零售用途。上海的主要零售区也日益位于综合混合用途开发之内。

新加坡自身的滨海湾街区也表明，零售、办公、酒店和娱乐用途的组合可以相互强化，培育充满活力的目的地。

对乌节路而言，每一个新增的混合用途组成部分，都应强化该街区的零售生态系统并拓宽其消费群体。

将乌节路作为街区来策划

或许乌节路最大的机遇并不在于单体建筑，而在于整体街区体验。

消费者不会把乌节路体验为一组资产的集合。他们将这条街视为一个单一目的地，这意味着乌节路未来的竞争力将越来越取决于街区层面的策划与活动编排。

全球领先的零售街区正大力投入场所营造、公共领域提升和协同体验。

例如，纽约市正拨出1.56亿美元（1.986亿新元），将百老汇六个街区改造为以无车步行为主的区域，作为其“百老汇愿景”（Broadway Vision）计划的一部分。

此类重大公共领域升级和以步行为导向的基础设施，不仅提升城市空间并推高街区价值，还能带动客流和停留时间，惠及整个街区的商家。

要保持全球竞争力，乌节路同样必须作为一体化目的地来管理。

这意味着要加强零售、交通枢纽与公共空间之间的连通性，同时通过全区时尚节、季节性文化活动、公共艺术装置和轮换快闪店激活街区——并以无缝的步行连通与体验作为支撑。

同样重要的是，在国际旗舰店与本地概念之间保持精心策划的平衡。

尽管全球奢侈品牌驱动乌节路的国际吸引力，新加坡独特的文化、创意与创业精神才是其真正的差异化所在。

将世界级零售与地道的本地业态融合，将确保乌节路提供消费者在亚洲其他任何地方都找不到的体验。

亚洲首屈一指商业街的下一章

乌节路已经具备许多城市渴望打造的坚实基础：全球公认的零售身份、强大的品牌资产、卓越的连通性，以及作为亚洲最重要门户市场之一的地位。

保持乌节路零售优先的身份仍然至关重要，但未来成功将取决于该街区能多好地、多快地将体验、场所营造和社区融入一体化的全区主张。

要做到这一点，需要业主、品牌和城市规划者密切协同，打造一个在亚洲日益竞争激烈的零售格局中继续脱颖而出的目的地。

查看乌节最新房源