ffering a curated selection of products from F&B, retail, and lifestyle brands, alongside engaging workshops and games. The March event featured over 50 booths stretching from Wisma Atria to Ngee Ann City, boasting experiential elements such as art workshops, gachapon machines, and on-the-spot customisation of accessories.  Anchoring the event was Nine.N, a homegrown Japanese-inspired minimalist furniture brand, whose booth featured interactive games where participants vied to change the cover of their Kaiteki recliners in record time.  Beyond the immediate festivities, the event served as a platform for budding entrepreneurs to connect with Orchard Road malls, fostering opportunities for collaboration and growth. In an exclusive interview with Inside Retail, Steven Goh, managing director of the Orchard Road Business Association, discussed the significance of ‘Night At Orchard’ and its impact on Singapore’s iconic shopping thoroughfare. The event According to Goh, ORBA has always supported up-and-coming brands by providing platforms and facilitating collaborations for these entrepreneurs to gain greater brand exposure. “Night At Orchard is one such platform and we had always intended to continue it after all Covid-related restrictions were lifted early last year. It provides emerging brands with a highly visible platform at very affordable rents within Singapore’s most iconic shopping precinct to showcase their creations,” he told Inside Retail. Goh went on to say that Invade, its event partner, carefully curated the list of vendors based on their focus on quality and craftsmanship. For instance, the March edition featured five entrepreneurs selling merchandise based on their original illustrated characters, who have found a growing fanbase around the region. Other notable vendors include three homegrown brands selling handcrafted accessories, an interior-designer-turned-leathercrafter, and four sellers who curate and sell vintage technology. For Orchard Road to maintain its vibrancy and reputation as a premier lifestyle destination, Goh believes it must have a diverse range of offerings in its malls and establishments, as well as ‘Night at Orchard’, to keep the visitor experience fresh. “This event provides the opportunity for these entrepreneurs to be connected with potential collaborators and partners who can help them grow their brands. We believe that being in Singapore’s most iconic shopping district gives these emerging brands greater visibility, which enables them to break into new markets,” he noted. Experiential elements such as blind boxes, gachapon machines, on-the-spot customisation of jewellery, and free art therapy workshops, were among the highlights of the March event.   “The subsequent editions are still being finalised, but we plan to bring in both homegrown and regional brands, showcasing products and experiences across a variety of themes from wellness to pets and sustainability,” Goh said. An overview Since ‘Night at Orchard’ is a semi-trade show, the brands involved are not only showcasing their products and services to consumers but also the managers of Orchard Road malls and stores who visit the event looking for exciting brands as potential tenants or pop-up stores. “Consumers today seek unique, diverse experiences beyond traditional retail. This is part of a multi-year plan to bring a varied mix of retail and lifestyle offerings to the precinct, from flagship stores of global brands to boutique shops,” Goh opined. From its inception in 2019, ‘Night at Orchard’ has been a roving event, and the team at ORBA plans to bring the liveliness of the bazaar to various parts of Orchard Road, including Forum The Shopping Mall, Orchard Hotel Singapore, Far East Shopping Centre and Wheelock Place. Goh believes that by its nature, ‘Night At Orchard’ is an event that accommodates people of all backgrounds.  The team is also working with organisations such as the Health Promotion Board to bring health and wellness programmes into the event, such as the free art therapy workshops during the March edition. As the place manager for Orchard Road, Goh said that ORBA measures its success by the vibrancy of the precinct and growth of the business ecosystem. “Attractions like ‘Night At Orchard’ and our signature event, ‘Christmas on A Great Street’, enhance the overall visitor experience on Orchard Road, bringing more footfall to the district and supporting local businesses,” he said. The bigger picture In its heyday from the 1980s to the 2000s, Orchard Road was known as the ‘capital’ of Singapore, as it had everything from luxury shopping and fine dining options to high-end hotels. But things have changed. In a recent article in Tatler Asia, Oscar Postma, general manager of five-star hotels Conrad Singapore Orchard and Conrad Centennial Singapore, said that the attention has since shifted to Marina Bay. However, Jeff Crowe, general manager of lifestyle hotel Artyzen Singapore, said that Orchard Road has the opportunity to emerge as a more diversified destination and that it should focus on smaller artisanal brands and new-to-market brands. The locale has seen an overall increase in foot traffic and high retail occupancy, driven by the recovery of the tourism sector.  According to Singapore’s Tourism Board, the nation’s post-pandemic recovery has been strong, with 13.6 million visitors in 2023, bringing around SG$25 billion.  In terms of retail, Orchard Road has recently welcomed the world’s largest Richard Mille flagship is now there and Nike’s largest store is also a prominent presence. There is also a multi-year pedestrianisation of Orchard Road planned so that tourists can navigate the varied shopping, dining and entertainment offerings. In addition, a transformation of the Somerset precinct is underway, as part of a broader Orchard Road rejuvenation to cater to a younger demographic. Time will tell if these initiatives will enable Orchard Road to reclaim its status as a premier shopping and lifestyle destination.