Why ION
The Pioneering Mall
Being one of the newest and youngest malls on Orchard Road, ION Orchard is a pioneer of beyond shopping experiences.
She is the first mall in Singapore to have a dedicated art gallery space – ION ART, the highest viewing deck along Orchard Road – ION SKY, and VIP suites for top tier members of the mall. ION Orchard is also host to several large scale concerts, fashion shows, festivals and notable events.
With that said, unfortunately, what ION has been doing can be replicated by other malls. To stay relevant, ION has to continue pioneering new concepts in order to hold its place as one of Singapore’s most popular malls.
For The Different Markets
A short trip down to ION will present this sight - the basement levels bustling with traffic, and the top levels, quiet and glitzy. As the levels ascend, it becomes apparent that the shops and the targeted audience becomes increasingly niche.
High-street fast fashion in ION tends to congregate where the masses are, the basement. And luxury brands such as Gucci and Miu Miu are located in the spacious, uncluttered upper levels. It goes without saying that different brands comes with different price tags, attracting different kinds of spenders.
Is this segregation planned? What does this mean in Singapore's society?
Reflective of Singapore's Ever-changing Shopping Landscape
The emergence of online shopping has drastically changed the shopping landscape as it provides consumers with ultimate levels of convenience, product selection, and price comparisons. With a plethora of online shopping websites, traditional brick-and-mortar shops are gradually losing out.
In this changing shopping landscape, ION Orchard has become the front-runner in Singapore's retail scene by diversifying their retail concept.
ION Orchard has moved past the typical commoditised shopping experience, providing an added incentive for shoppers to shop in physical malls and tailoring to the needs across all demographics. From high-street brands to
luxury brands, ION attempts to create a diverse shopping experience.
Elements of History
ION, although futuristic and modern, still carries elements of Orchard Road’s rich history.
In the 1830s, Orchard Road was lined with fruit orchards, nutmeg plantations and pepper
farms, and this is reflected in ION’s architecture
and design.
The unique design of ION’s façade pays homage to the plantations by taking inspiration from the contours and lines of fruits and nuts. The canopy also draws on the metaphors of ‘skin’ and ‘foliage’, wrapping the whole podium in mild curves, resembling a fruit peel. The iconic tower design is based on the concept of ‘roots and shoots’ growing up out of the canopy below.