Vivo City Singapore has finally unveiled its 15,000 sqm basement conversion.

The waterfront Singapore shopping centre has added US fashion brand American Eagle Outfitters as an anchor of the new basement retail area. The other tenants are Aéropostale, Rabeanco, Steve Madden and Thomas Sabo; beauty brands Etude House, Innisfree and Lab Series; and multi-brand lifestyle retailer Weekends.

The Basement 1 expansion project – comprising nine new retail spaces – is part of an ongoing effort to “energise the mall and keep it relevant to shoppers”, the company says.

Targeting “trendy and fashionable shoppers”, the new retail space features “carefully curated brands that appeal to the new generation of trend setters with mid-to-high spending power”.

“We are optimistic about the shoppers’ responses towards the new Basement 1 retail space, which boasts a cohort of coveted brands,” said Joanna Lee, head of retail management with Vivo City’s manager Mapletree Commercial Property Management.

“These popular retailers complement our current tenant mix and reinforce our leading position as a lifestyle destination mall in Singapore.

“This new retail space will take advantage of a constant stream of shopper traffic due to its location at the main thoroughfare that connects HarbourFront MRT Station (at Basement 2) to the main shopping areas in the mall as well as the Sentosa Express Station (at Level 3). The addition will create a seamless shopping experience for our customers across all levels of the mall.”

Benny Low, MD of Weekends parent Trendspot, described the basement level location as “ideal” to reach its target audience.

“VivoCity is a cosmopolitan shopping mall where we see a high influx of visitors, both locals and tourists, due to its location and positioning, and being situated just opposite the integrated resorts.”

To attract shoppers to their stores at Basement 1, the retailers will be introducing their seasonal promotions, as well as offering exclusive deals and rewards to customers. Starting 22 April 2015, VivoCity will be conducting a Facebook contest where shoppers can win prizes and shopping vouchers from a new tenant every week.