Regular Diners
PLQ and Our Community
Lendlease's Vision is to Create Better Places
To call an urban environment a “Place”, something more than a mere space, implies the successful creation of an emotional attachment between a created environment and its users. Our interpretation of a “Place” involves the art of creating environments where people consciously choose to dwell, by being sensitive to a community’s needs and the elements that draw its members to one urban location over another.
“Placemaking” views the building of successful and activated public spaces as the starting block for designing a space. It refers to the adoption of a people-centric approach in designing urban spaces and focuses on creating engaging and memorable user experiences. Effective place design requires active engagement with partners who provide input as co-creators and is informed by an early understanding of their vision and aspirations for the urban space that they will inhabit. That very placemaking thought steered the team to be creating a positive and sustainable outcome for the Urban Redevelopment Authority’s broader Paya Lebar Central Masterplan; underscore the site’s significance as a new sub-regional commercial hub for Singapore; and showcase an intimate understanding of the community we are creating a place for.
A Vibrant Commercial Hub
Directly integrated into the Paya Lebar MRT interchange, the 4-hectare mixed-use development is a key catalyst to the Urban Redevelopment Authority's masterplan to transform Paya Lebar into a sub-regional business and lifestyle hub.
The centrally located Paya Lebar Quarter (PLQ) is just 10 minutes from the Central Business District and 15 minutes from Changi Airport, offering unprecedented convenience and connectivity.
In addition to being a new home for businesses, PLQ will also enjoy a vibrancy as communities come together to engage in a diverse range of activities throughout the year.
The Paya Lebar Community
Paya Lebar Quarter is located within the culture-rich neighbourhood of Paya Lebar. Inspired by this connected culture, Paya Lebar Quarter weaves these fabrics together to create a sum greater than its parts – bringing to life historic and cultural nuances of the precinct and surrounding sites.
Visitors will be able to see the sites of Paya Lebar, on foot or bicycle, enjoying food, culture, business and history. It will come to represent Singapore’s commercial hub with a sense of cultural vibrancy.
What the Community Wants
To ensure Paya Lebar Quarter meets the needs of the community, the team invested in quantitative research to understand market trends, consumer preferences and identify gaps in the market.
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RETAIL
Gaps in the market
- Niche dining (Alfresco & special occasions)
- Fresh groceries
- Kids’ retail
- Education/enrichment centres
Favourite proof points- Free WiFi access
- Outdoor pop-up retail
- Outdoor landscape areas
- Variety of entertainment
- Outdoor community events
Retail momentsListed from most common:
- Transactional & Disengaged
- Tried & Tested Social Spots
- Hanging Out & Family Time
- Special Occasions
Shopper segment definitionListed from most common:
- Commited Regulars
-
Hang-Outers
-
By-the-way Shopper
-
What do you do at the mall?Listed from most common:
- Dining
-
Groceries
- Banking
- Fashion and Entertainment
-
RESIDENTIAL
Key drivers
- Apartment layout
- Ventilation
- Quality of fittings
- Natural light
- Developer’s reputation
Favourite proof points- Free WiFi access
- Outdoor pop-up retail
- Outdoor landscape areas
- Variety of entertainment
- Outdoor community events
Buyer profile
DINK = Double income no kids PMEB = Professionals, Managers, Executives and Businessmen HHI = Household income
INVESTORS
Mostly in 40s, married with children, PMB with HHI above 10kHDB UPGRADERSMostly in 30s, DINKs or married with young kids, PMEBs with HHI 8-14k
EXISTING OWNERS
Aged 30-40, DINKs, married with young kids, mostly PMB, HHI above 8k1ST TIMERS
Mostly in 20s and 30s, Singles/ DINKs, PMEBs with HHI 7-14k -
WORKPLACE
Gaps in the market
- Quiet zone within office to do work and think
- Informal meeting places/cafes
- Casual dining/table service restaurants
83% think that30 Minutesis an acceptable commute timeRetail momentsListed from most common:
- Dining
- Banking & Groceries
- Breaks & Recreation
- Entertainment & Socialisation
- Work/meeting
- Health & Fitness
Favourite proof points- Next to two MRT Lines
- Good road/bus network
- Integrated development
- Free WiFi access
- Generous green spaces
- Rest areas and open spaces
- Large outdoor public spaces
- Open spaced planning
- Advanced security system
- Easy to move between levels
- Increase amount of fresh air
Mode of transportListed from most common:
- MRT
- Bus
- Private Car: Self-driven
- Taxi/Uber
- Private Car: Driven by Others
- Motorcycle/Bike
- Walking
Gaps in the market
- Niche dining (Alfresco & special occasions)
- Fresh groceries
- Kids’ retail
- Education/enrichment centres
Favourite proof points
- Free WiFi access
- Outdoor pop-up retail
- Outdoor landscape areas
- Variety of entertainment
- Outdoor community events
Retail moments
Listed from most common:
- Transactional & Disengaged
- Tried & Tested Social Spots
- Hanging Out & Family Time
- Special Occasions
Shopper segment definition
Listed from most common:
- Commited Regulars
-
Hang-Outers
-
By-the-way Shopper
-
What do you do at the mall?
Listed from most common:
- Dining
-
Groceries
- Banking
- Fashion and Entertainment
Key drivers
- Apartment layout
- Ventilation
- Quality of fittings
- Natural light
- Developer’s reputation
Favourite proof points
- Free WiFi access
- Outdoor pop-up retail
- Outdoor landscape areas
- Variety of entertainment
- Outdoor community events
Buyer profile
DINK = Double income no kids PMEB = Professionals, Managers, Executives and Businessmen HHI = Household income
INVESTORS
Mostly in 40s, married with children, PMB with HHI above 10k
HDB UPGRADERS
Mostly in 30s, DINKs or married with young kids, PMEBs with HHI 8-14k
EXISTING OWNERS
Aged 30-40, DINKs, married with young kids, mostly PMB, HHI above 8k
1ST TIMERS
Mostly in 20s and 30s, Singles/ DINKs, PMEBs with HHI 7-14k
Gaps in the market
- Quiet zone within office to do work and think
- Informal meeting places/cafes
- Casual dining/table service restaurants
83% think that
30 Minutes
is an acceptable commute time
Retail moments
Listed from most common:
- Dining
- Banking & Groceries
- Breaks & Recreation
- Entertainment & Socialisation
- Work/meeting
- Health & Fitness
Favourite proof points
- Next to two MRT Lines
- Good road/bus network
- Integrated development
- Free WiFi access
- Generous green spaces
- Rest areas and open spaces
- Large outdoor public spaces
- Open spaced planning
- Advanced security system
- Easy to move between levels
- Increase amount of fresh air
Mode of transport
Listed from most common:
- MRT
- Bus
- Private Car: Self-driven
- Taxi/Uber
- Private Car: Driven by Others
- Motorcycle/Bike
- Walking