Paragon adds buzz to Orchard Road with new look

Singapore, 4 March 2009 - Paragon's $45 million facelift was completed recently, comprising a contemporary and elegant-looking facade, an expansion of three more floors of office and medical space as well as new stores.

Started in January 2008, the facelift forms part of Paragon's continuous efforts to enhance its retail environment and shopping experience for customers. Mrs Linda Kwan, General Manager of Paragon, said: "With the facelift, Paragon has secured an even stronger positioning as an upscale shopping mall with its diverse mix of international brands appealing to the discerning fashionista."

This upgrading project is also in step with URA's call to building owners to create more interesting and unique building facades to enhance the vibrancy of Orchard Road, as more well-heeled international visitors come to Singapore.

The project is undertaken by DP Architects, the same company that oversaw the successful integration of Paragon and the former Promenade into a single shopping mall in 2003. DP Architect's focus when redesigning Paragon's facade was to create a modern, classy and yet timeless new look.

New facade, new tenant

The new, eye-catching three-dimensional facade comprises of multiple transparent, glazed and volumetric external pop-out glass installed above the walkway level. As part of the green movement, the multi-faceted layers of aluminium panels and fritted glass have in-built energy- saving LED lights.

At the busy intersection of Orchard Road and Bideford Road, Gucci's flagship store will enjoy a looming five storeys of shopfront presence on the facade, starting from ground floor, providing a dramatic visual interest at this significant landmark junction. Four other designer stores fronting the mall and facing Orchard Road will see their shopfront increased by three times the current height. These four designer stores - Salvatore Ferragamo, Prada, Tod's and Miu Miu, together with Gucci, will also be converted into duplexes, doubling the retail experience for shoppers.

"The design is partly prompted by luxury brand retailers looking for more space to expand and build their signature flagship stores and an opportunity to do something different. Paragon's facade, when expanded forward by four metres towards the Orchard Road pedestrian walkway and spanning 115 metres in total length, will provide these tenants with significant visibility and brand expression," said Mrs Kwan.

All these exciting tenancy changes are slated to be completed by 3rd quarter of 2010, with Tod's being the first to unveil its duplex unit in April 2009.

Fashionistas can also look forward to new additions to the existing collection of international luxury goods at Paragon when Jimmy Choo and Coach open their flagship stores in May and November 2009 respectively.

In addition to the facade makeover, the commercial space above Paragon retail podium has been expanded by another 29,000 square feet with the construction of three more floors for medical use and a fitness centre. Fitness First relocated from level 5 to levels 8 and 9 at the retail podium with an expanded facility of 17,000 sf. Pacific Healthcare Specialist Centre and Singapore Medical Specialists Centre are the other two new medical tenants at the extended floors.

Enhanced retail experience for shopper

To complete the enhanced shopping experience, Paragon participated in the Customer Centric Initiative (CCI) programme, a service excellence project spearheaded by Spring Singapore. Started in May 2007, the Paragon CCI programme has a training scheme for both the building management and tenants' staff to ensure that they deliver a consistent service at Paragon. Mystery shopping exercises conducted after the training has shown an improvement in the overall customer satisfaction in the service. Several key initiatives such as concierge service, upgrading of facilities like carpark and toilets were also put in place to make Paragon a more enjoyable place to shop in.

Paragon will continue to work with its tenants to bring their service standards to the next level by conducting regular mystery shopping on their staff. This will give Paragon a distinctive personality that complements its premium status as a high-end luxury shopping mall.

One of the most successful shopping malls in Orchard Road with full occupancy, Paragon, which is owned and managed by Orchard 290 Ltd, a wholly-owned subsidiary of Singapore Press Holdings, has also won Singapore Retailer Association (SRA) awards for Shopping Centre Scorecard in two categories - Best Efforts in Advertising & Promotions and Best Efforts in Mall Maintenance, last year.

For more information, please contact:

Ina Se
Senior Manager, Advertising & Promotions
Orchard 290 Ltd
Tel: 6830 3812
Email: ina@paragonsc.com.sg

For more information, please contact:

Eileen Quay
Assistant Manager, Advertising & Promotions
Orchard 290 Ltd
Tel: 6830 3812
Email: eileenquay@paragonsc.com.sg