Somerset Belt in Singapore: reconnecting with the youth

Orchard Road sees an overall increase in foot traffic and higher retail occupancy, driven by the recovery of the tourism sector. Yet the resurgence of activity in this prime shopping district has not been uniform across the malls. While some malls are thriving, others continue to grapple with the challenge of attracting shoppers despite the overall optimism surrounding the area's revitalisation. However, change is on the horizon as the Somerset precinct’s transformation is underway, as part of the broader Orchard Road rejuvenation efforts, aiming to cater to a younger demographic.

Trifecta: Riding the wave of adrenaline

Asia's first skating, surfing, and snowboarding facility, Trifecta, commenced operations in October 2023. Spanning nearly 50,000 sq.ft., Trifecta embodies Somerset Belt's commitment to providing spaces where youth can channel their energy and explore their passion. The surf pool accommodates surfers of all skill levels, while the snow arena introduces a novel experience in Singapore, enabling visitors to partake in skiing and snowboarding on simulated dry slopes that replicate the sensation of real snow. F&B operators and retailers specialising in sports and outdoor gear are well-positioned to capitalise on this influx of adventure-seeking consumers. To celebrate the opening of Trifecta, the facility hosted a month-long series of exciting events and activities featuring hundreds of workshops led by Citywave and The Ride Side, community snow and skate jams, an art market and film screenings.

Somerset 2024: *SCAPE and Live!@313 experiential transformation

Located in close proximity, *SCAPE is undergoing a revamp to create new concepts catering to the creativity and innovative spirit of the youth. The five-storey building, anticipated to reopen in 1H24, will be reconfigured with multiple key zones to foster collaborative opportunities. Furthermore, a refreshed line-up of retail, entertainment and leisure offerings will be available to enhance the overall experience.

The redevelopment of Grange Road Car Park, Live!@313, by Lendlease Global Commercial REIT is underway. The multifunctional event space, set to be completed by 4Q24, will feature unique food concepts and an indoor live-performance venue. It is envisioned as an experiential lifestyle scene, fostering social networking, wellness, and artistic expression, tailoring to the younger demographic.

Cineleisure Orchard’s ‘Gourmetainment’ comeback

Cineleisure Orchard, a former hotspot for youth, lost its appeal over the years. However, recent market repositioning efforts have led to a resurgence in visitors. The addition of popular F&B establishments, such as McDonald's and Ah Chew Desserts, along with innovative concepts like Taiwan Night Markets, offering popular Taiwanese street food, have contributed to the increased footfall. Fate by HaveFun Karaoke, its flagship venue, introduces private karaoke rooms across 24,000 sq.ft. - the largest of its kind in Singapore, elevating the precinct’s nightlife entertainment. Furthermore, set for opening in December, the collaborative partnership between Golden Village (GV) and The Projector will provide a broader selection of films to meet diverse interests. The space is also expected to feature live performances, art exhibitions and interactive screenings. Cineleisure envisions creating a vibrant “gourmetainment” experience around the clock, appealing to the young and young at heart.

The revitalisation plan of Somerset is just one piece of the broader puzzle, catering to a younger demographic while also enhancing the overall vibrancy of Orchard Road. The synergy of these endeavours will elevate Orchard Road, securing its status as a premier shopping and lifestyle district.

Figure 1: Expected completion of Somerset’s youth-centric spots

Source: The Somerset Precinct, OpenStreetMap, JLL Research, 3Q23