The Future Of Retail

Ion Orchard turns 10 this year. Yeo Mui Hong, chief executive of Orchard Turn Developments, which manages the luxury mall, tells Hong Xinyi why the best is yet to come for this retail icon

- Hong Xinyi

By the time you read this, Ion Orchard would have kicked off its 10th-anniversary celebrations with a literal splash—a custom-made aquarium at the mall’s outdoor space housing a lithe “mermaid”. That is just one of the many Instagrammable moments that shoppers can look forward to during the mall’s anniversary festivities this year, promises Yeo Mui Hong, chief executive of Orchard Turn Developments, which manages the luxury mall.

Creating a mermaid moment is the latest instance of how Ion Orchard has stayed ahead of the curve. To counter the growing dominance of online shopping, bricks-and-mortar merchants have turned to experiential retail, whereby stores draw customers with unique in-real-life concepts. Long before this became trendy, though, Ion Orchard was already hosting aerial performances, a walk-in butterfly dome, and immersive exhibitions. “These activations add depth to the customer experience, a strategic imperative that is necessary in today’s retail space,” says Mui Hong. “Shopping is no longer a passive pastime—we believe that the future of retail is in seeking to entertain shoppers. Today’s retailers have to think beyond offering products and services, and provide a differentiated experience.”