The document discusses the future of malls in Singapore. It notes that retail only makes up 2.1% of Singapore's total spending and questions the role of malls. Singapore has a very high population density but most people live in high-rise public housing. The document suggests that malls need to become places people want to spend time at by getting to know their target customers, creating flagship stores for devoted fans, and encouraging exploration within the malls. It argues for prioritizing return on time invested over purely financial returns.

1. THE FUTURE
OF MALLS IN
SINGAPORE.
FITCH
14th February 2017

3. “RETAIL IS THE
INTERSECTION OF
CULTURE AND
COMMERCE.”
- RODNEY FITCH

4. “IT’S OFFICIAL:
SINGAPORE MALLS
ARE DEAD.”
- ASIAONE, NOV. 2016

5. MANY
POTENTIAL
REASONS WHY.

6. 2.1%
OF SINGAPORE’S TOTAL RETAIL SPENDING IN 2015

7. WHAT ROLE DO OUR
MALLS PLAY HERE
IN SINGAPORE?

8. POPULATION
DENSITY
RANKINGS
1. MACAU
2. MONACO
3. SINGAPORE
4. HONG KONG
5. GAZA STRIP
6. GIBRALTAR
7. VATICAN CITY
8. BAHRAIN
9. MALDIVES
10. MALTA
11. BERMUDA
12. SAINT MAARTEN
13. BANGLADESH
14. GUERNSEY
15. JERSEY
16. BARBADOS
17. MAURITIUS
18. TAIWAN
19. ARUBA
20. SAINT MARTIN

9. 80%
LIVE IN HDBs

10. 300 PARKS
4 NATURE RESERVES

11. 107
MARKETS AND
HAWKER CENTRES

12. THE MALL IS
SINGAPORE’S
THIRD PLACE.

13. Source: Boston Consulting group Millenials report 2014

14. Source The ultimate marketing machine, HBR 2015

15. 74%
2.4x
Source: The value of Customer Experience Quantified. HBR 2014
HIGHLY-EMOTIONAL
=
HIGH-PERFORMING
HIGHER REVENUE
PER CUSTOMER
HIGHER CUSTOMER
LOYALTY

17. S&P 500
Stock Performance - Jul 13 - Sept 16
MSCI vs S&P vs EI
Source: Bloomberg
Millward Brown Analysis
MSCI WORLD INDEX
28.3%
14.3%
EXPERIENCE INDEX
73.3%80%
-10%

18. IT’S A SIMPLE,
ANCIENT SYSTEM.

19. 1.

20. MASHPEE COMMON.

21. 2.

22. SHANGHAI DREAM CENTER.

23. 3.

24. VENICE, ITALY HAJI LANE

25. 3.
2.
1.

26. THE HEART OF
SHOPPING IN
SINGAPORE.

27. SOURCE: TODAY, 2016

28. A SUNDAY
AFTERNOON ON
ORCHARD ROAD.

29. 1. WALKABILITY?

30. 2. OUTDOOR DINING?

32. 3. PERMEABLE MEMBRANES?

33. CITY HALL PLAZA, BOSTON.

34. ORCHARD ROAD.

35. WE SHOULD CALL IT
“ORCHARD TUNNEL”.

36. WHAT’S
HAPPENING
INSIDE?

37. HOW ARE WE
APPLYING THIS
MODEL INSIDE
OUR MALLS?

38. THE REPETITION.

39. A REPETITION OF STORES.

40. A REPETITION OF FOOD.

41. TIM HO WAN
PLAZA SINGAPURA

42. EVEN A REPETITION OF TUNNELS.

43. WHAT CAN WE
DO TO MAKE
OUR MALLS
PLACES PEOPLE
WANT TO BE?

44. 1.
KNOW PRECISELY
WHO YOU’RE
DESIGNING FOR.

45. LENOX SQUARE MALL, ATLANTA.

47. DOWNTOWN GALLERY.

48. 2.
CREATE TEMPLES
FOR THE DEVOTED.

49. JOHNNIE WALKER HOUSE, BEIJING.

50. TESLA, SAN DIEGO.

51. FORD HUB, NEW YORK.

52. PEDDER ON SCOTTS.

53. 3.
ENCOURAGE
PEOPLE TO
EXPLORE.

54. SEPHORA.

55. SIAM CENTER, BANGKOK.

56. SIAM CENTER, BANGKOK.

57. 1. KNOW PRECISELY WHO YOU’RE
DESIGNING FOR.
2. CREATE TEMPLES FOR THE DEVOTED.
3. ENCOURAGE PEOPLE TO EXPLORE.

58. ROI
RETURN-ON-INVESTMENT

59. ROTI
RETURN-ON-TIME-INVESTED

60. STEPHEN LAMPERT
REGIONAL DIRECTOR OF STRATEGY, SOUTHEAST AND NORTH ASIA
@FITCHdesign