Paya Lebar Quarter (PLQ) is a $3.7 Million integrated development joint
venture between Australian listed property developer Lendlease and Abu Dhabi
investment authority (ADIA) with ratio 30:70. With a 99-year leasehold
Figure
4 - http://www.dzire.com.sg/newsletter/2019/May/images/SMRT_PLQ_Media_Kit__email.pdf
|
S/N |
Type of Property |
Estimated Net Lettable Area |
|
|
1 |
Retail Mall |
340,000 ft2 |
22.28% |
|
2 |
Grade “A” Office |
800,000 ft2 |
52.42% |
|
3 |
3 Residential
Towers |
386,139 ft2 |
25.30% |
Table 1 - The Property Estimated Net Lettable
Area (NLA)
Place
The newly built Paya Lebar Quarter development
consisting of retail mall, Grade-A offices space and residential towers is
located strategically at the heart of the URA regeneration masterplan for Paya
Lebar and it is directly link to the Paya Lebar MRT interchange stations for
both the East-West and Circle Lines train services (refer to figure 1). Within
proximity to the rich cultural neighbourhood in the east. Giving this
development superb connectivity to CBD within minutes. This is Lendlease’s
maiden venture to the residential development in Singapore. Within the PLQ development
through 7 buildings, getting around is also very convenience, take a short
stroll from the residential towers via an overhead bridge to the shopping mall
& Office tower and vice versa. You are connected with covered and elevated
pedestrian link bridges with seamless accessibility in PLQ.
Within the proximity of PLQ, various consumers were
attracted to the new development. They are mainly consisting of local resident
from public housing and private housing developments, office crowds from nearby
offices and industrial and lastly religious place of worship.
Product
Paya Lebar Quarters bring part of the rejuvenation
of Paya Lebar with a vibrant and culturally rich neighbourhood zones of Geyland
Serai and Joo Chiat. the location provides heritage history of Singapore in the
past and ethnic delicacies of our different races living in sunny Singapore.
PLQ provides a quality shopping experience from everyday conveniences and
various dining experience from indoor to alfresco dining options for better
community engagement. With sustainable environment in the heart of design, unleash
yourself by the park filled with greeneries and revitalised anytime during work
so that you can be productive during work and even during your shopping experience.
Retail shops consisting of Technology, beauty & wellness, kids and various
food and Beverage shops. With a good mix of retail shops, there’s a shop for
everyone of all ages. It’s a new paradigm of work, live and having fun in the
heart of Paya Lebar. Currently a figure of 69 F&B outlets being occupied
34% of the occupancy rate for retail space. And the remaining 66% of the retail
space taken up by other establishment from beauty & wellness to
technology.
|
S/N |
Retail Type |
Mall Tenants |
Types of Services |
|
1 |
Technology |
Challenger |
·
Renown
IT & electronics store |
|
Gain City |
·
Renown distributors
& retailers for household equipment & fixtures accessories and electrical
& electronics stores |
||
|
Esiney |
·
Sells
fashionable and affordable smartphone accessories. Repairing of Mobile phones |
||
|
Gadget Mix |
·
Lifestyle gadgets needs and electronics. |
||
|
Hua Wei |
·
Mobile technologies ·
Renown
IT & electronics store |
||
|
istudio |
·
Official Apple distributor
for apple products |
||
|
M1 |
·
Renown
Telco store |
||
|
Singtel |
·
Renown
Telco store |
||
|
Triton |
·
Lifestyle gadgets needs, mobile phones and electronics. |
||
|
2 |
Beauty
& wellness |
AgnesG.
Nails |
·
Providing
nail care services and solutions. |
|
BottomSlim |
·
Enhance sliming body
services |
||
|
Cuttour
Hair Studio |
·
Hair
salon |
||
|
Etude
House |
·
To
enhance unique beauty with makeup |
||
|
Eu Yan Sang |
·
Specialized in TCM and medications |
||
|
FootNote reflexology |
·
Better care for your feet with wellness solutions |
||
|
Glamour
Beauty |
·
Providing
nail care services and solutions. |
||
|
GNC
LiveWell |
·
Manufacture and
supplies dietary supplements |
||
|
Guardian |
·
Retailing
comprehensive range of health & beauty products. |
||
|
Heart
Springs Wellness |
·
Raising
wellness through fusing traditional techniques & advanced technology to for
better result to health and well-being. |
||
|
Innisfree |
·
Provide
beauty solutions and natural beauty product from JEJU island. |
||
|
Kimiyo-G
Beauty |
·
Inspired
by essence of Japanese for better beauty care for health and wellness. |
||
|
3 |
Kids & Entertainment |
Zone X |
·
Renown
Arcade game center |
|
SHAW Theaters |
·
Renown Cinema over many years |
||
|
Sing
my Song Family Karaoke |
·
Family
establishment providing karaoke services |
||
|
Rookie |
·
Kids
apparel, footwear and accessories store |
||
|
Smigy |
·
Kids
playground with 180 degrees of Fun |
||
|
Tom
& Stefanie |
·
a
solution for kids apparel and toys |
||
|
4 |
Food |
Attap
House |
·
Serves
delicious local cuisine |
|
Auntie Anne’s |
·
Singapore
chapter of the world's favourite soft Pretzels |
||
|
Aunty Esther’s |
·
Singapore's
first salted egg snacks shop |
||
|
Bee
Cheng Hiang |
·
Asia's
Famous BBQ Pork |
||
|
Boost
Juice Bars |
·
Australia's
most famous and loved juice and smoothie brands |
||
|
BreadTalk |
·
1st
local bread establishment |
||
|
Café
Red Ginger |
·
Halal
certified with affordable and gastronomical experience for families and
colleagues |
||
|
CHICHA
San Chen |
·
New
Taiwan Bubble tea establishment in Singapore |
||
|
Kopitiam |
·
Renown
local hawker fare by Union enterprise |
||
|
Chug
Chug |
·
New
Outlets which Serves affordable cuisine in gastro bar and kitchen style |
||
|
Mom’s
Touch |
·
Korean
fast-food outlets |
||
|
Collin’s
|
·
Western
cuisine with affordable price |
||
|
Donburi
King |
·
Japanese
food establishment |
||
|
Duckland |
·
Serves
excellence roasted ducks. |
Table 2 Tenant mix
It’s a development where you can eat, work, and shop
with quality experiences. Being a Green mark platinum building, the development
focuses on sustainability and its lush expanses of greenery provide rejuvenating
experience to the consumers through the green spaces which were designed for.
This ensures the country's sustainable growth in the
future and the well-being of the occupant, consumers, and the community. You
can also visit the sustainability Zone and play a part in leading a zero-waste
lifestyle by purchasing eco-friendly products using the cashless vending
machine.
Some environmentally sustainable designs are located
in the atrium. The Solar Shades are provided to prevent the harsh sun rays
while allowing natural light to penetrate through the all-weather canopy. Other
Sustainability installations include Photovoltaic cells to generate electricity
for the development, MERV filters to enhance indoor air quality at the
workplace, ABC water system to integrate flood preventive mechanism, and having
a rain garden with larger stormwater detention tanks for water collection,
Greenspace for consumer or office staffs for spending time together to increase
bonding and productivity.
|
Flood mitigation |
|
Green Space |
|
Solar PV Cells |
|
Solar
Shades |
Figure
5- https://www.payalebarquarter.com/-/media/1FD66F549A704C398A02BDBB988E6AB2.ashx
Price
The integrated development at Paya Lebar Quarters
construction cost is 3.7 Million and develop by Australian company Lendlease.
It held its grand opening on 24 October 2019 graced by guest of honour Lawrence
Wong, Minister for National Development and Second Minister for Finance, and
Bruce Gosper, the Australian High Commissioner to Singapore. Currently,
The Paya Lebar Quarters with a total retail space of 200 units, it’s occupancy
rate at 80% during the 1st quarter for the retail mall. PLQ may not be the
lowest in terms of Retail rental rates. But it’s a newer and more sustainable
retail mall with various green space which families would visit[SQ1] .
|
S/N |
Name of Retail Malls |
NLA |
No of tenants |
Occupancy Rate |
Retail Rent Rate |
F&B Rent Rate |
|
1 |
Paya
Lebar Quarters |
340,000psf |
160 |
80.0% |
$24.34psf |
$10.59psf |
|
2 |
Paya Lebar Square |
491,099psf |
108 |
100% |
$19.12psf |
$12.99psf |
|
3 |
City Plaza |
No Information |
197 |
100% |
$6.48psf |
$7.30psf |
|
4 |
Tanjong Katong Complex |
No Information |
67 |
100% |
$2.55psf |
No Information |
|
5 |
Singpost Centre |
244,999psf |
117 |
90% |
$34.88psf |
No Information |
|
6 |
KINEX |
19,187psf |
83 |
84% |
$20.00psf |
$12.00psf |
|
7 |
Grand Link Square |
No information |
35 |
95% |
$5.85psf |
No Information |
Table 3 Vicinity Malls’ Rental
Promotion
This new integrated development is built with the
intention to make a difference in creating the best places where you can live
work and play. Also recognizing that sustainability could only be achieved
thought efforts by engaging the community and identifying climate change as the
biggest risk. Thus, by working with industry players and government partners to
develop response plans together for a better sustainable future. With such a lush
of greenery and green spaces, it encourages shoppers to keep visiting PLQ.
|
S/N |
Category |
Description & Period |
|
1. |
Discount offers |
· NDP
Special! 55% off from 31 July 20 to 31 Aug 20 |
|
· Sign up
during the promotion period on the Lendlease Plus app or website and use the
promo code ‘LLPFOOD’ during registration to receive a unique free
delivery promo code for foodpanda orders. from 24 April
2020 to 21 August 2020 |
||
|
·
F&B Delivery incentives
- Diners ordering from participating F&B outlets at PLQ via GrabFood can
enjoy $5 off with a min. spend of $15, using promo code 'Grab5PLQ'.
from 24 April 2020 to 21 August 2020 |
||
|
2. |
Shops Promotions |
· Joe &
Dough
– A slice of signature Gula Melaka Pandan cake at $5.50 and whole cake at $42
only for National day · Colin’s – For
every order of Dry Aged Black Angus Tomahawk 45 days, enjoy a free bottle of
Mas Andes Merlot · Kopitiam – NTUC
breakfast set from 3 July 2020 to 31 August 2020. ·
Mom’s Touch – 1 for 1 Mom’s tight
burger from 1 August 2020 to 31 August 2020. |
|
3. |
PLQ Exclusive Giveaway |
· LLP MEMBERS
EXCLUSIVE GIFT AWAY -
Simple
share with us one such hero and how you would like to spend time with them at
PLQ and stand a chance to win 55k Plus$ (worth $25)! · Sign up as
Lendlease Plus members and receive a $20 e-voucher. · Redeem
E-voucher with Landlease Plus$ from the brands you like at 90% Off. |
Table 5 Deals for PLQ exclusive
Currently, Paya Lebar Quarter in house
marketing team has chosen mainly social media such as Facebook and Instagram as
their main form of advertisement channel. This would not be enough as PLQ
requires a more aggressive marketing strategy to increase business in the mall
especially during the covid19 pandemic where the retail market is slowly
picking up.
PLQ would want to consider appointing a
traditional marketing firm like Dzire Media or JCDecaux Singapore to provide more marketing promotions from newspapers, local Television
advertisements, magazines and digital billboards. And, to consult social media
marketing agency Carbon interactive who have various experience in advertising on social media platforms
such as Facebook, Instagram, YouTube, snapchat, and TikTok. Which may create
awareness and increase the business in the Retail mall.
The Main Objective of the promotion to create
awareness and keep their customer excited. So that they will return to spend
time and money in the mall:
·
Using media of any form to keep in touch of
the latest happenings
·
Having a fresh experience and being relevant
based on the tenant mix and retaining the good memory of “Paya Lebar Quarter
retail mall”
·
With the Landlease Plus membership, Continue
to appreciate the customers through loyalty program by issuing Minimum spending
voucher, points system and events like birthday, etc
· Close collaboration between the community, office tenants and PLQ residents discount offers, events and roadshows
