Far East Organization triumphs with One Holland Village at the Retail Asia Awards 2024

The company was recognised with the New Mall of the Year - Singapore award.

Far East Organization's One Holland Village (OHV) Mall clinched the prestigious New Mall of the Year - Singapore accolade at the Retail Asia Awards 2024. This remarkable victory highlights the mall's successful revitalisation of the Holland Village neighbourhood, setting a new benchmark in the retail industry.

Revitalisation

Since its soft opening on 1 December 2023, One Holland Village Mall has breathed new life into the area with its "Glow Up at One Holland Village" launch campaign.

This two-month event featured themed activities, food trucks, markets, live performances, and celebrity meet-and-greets, resulting in a significant increase in footfall to the Holland Village precinct. The campaign was instrumental in reinforcing OHV's role in community enhancement and economic revival whilst honouring the bohemian identity of Holland Village.

In addition, it also highlighted the mall's commitment to fostering a dynamic and engaging environment for both residents and visitors.

Market challenges

Navigating Singapore's saturated retail market posed significant challenges. With new developments like The Woodleigh Mall and Sengkang Grand Mall, OHV faced the risk of being seen as just another shopping centre.

Public sentiment was also mixed, with concerns about preserving the area's unique character and the inconveniences of construction. Additionally, launching during the busy December period, coinciding with school holidays and year-end activities, required strategic planning to capture public attention.

Unique features

OHV stands out with its unique architectural design and open-air concept, but its most distinguishing feature is becoming Singapore's first truly pet-friendly mall.

Amenities such as leash hooks, a dedicated pet lift, drinking fountains, and pet-welcoming eateries and stores cater to pet owners, setting a new standard in retail experiences. “These features provide a fresh and appealing retail experience, catering to specific lifestyle preferences,” the company stated.

The mall also introduced innovative brands like the first Southeast Asia outlet of Japanese dessert chain Warabimochi Kamakura and the global pet brand Vetreska’s flagship store, FUR, further enhancing its appeal.

Marketing strategies, promotions, and celebrity engagement

To boost foot traffic, sales, and customer loyalty, OHV employed a comprehensive marketing strategy featuring attractive promotions, unique events, and influencer engagements.

Free parking, complimentary food, 1-for-1 dining deals, and exclusive app-based offers like earning 10x shopFarEast points on minimum spending drove customer engagement. Events such as themed weekend activities catered to specific audience segments, from wellness enthusiasts (“Wellness Weekend”) to pet owners (“Pet Pawty”), ensuring a broad and engaged visitor base. OHV’s festive Christmas-themed event “Tinsel Toyland” also featured trendy brands beloved by online communities.

“Each event leveraged the brands' online followings to maximise engagement and attendance. The opening ceremony also featured a special performance by Hollywood artist Danny Minnick, who artistically transformed a Lamborghini, marking his debut exhibition at OHV's new Art Works Gallery,” OHV stated.

Engaging popular Key Opinion Leaders (KOLs) and celebrities such as Sorn, Haven, Q2Han, DJ Myrne, and Annette Lee, along with a nostalgic reunion of the cast of the 2003 Singaporean drama series “Holland V,” drew significant attention. Collaborations with premium lifestyle and Singapore’s top 50 pet influencers amplified the mall's reach, creating a buzz that resonated across social media.

Impact

OHV's marketing efforts and unique offerings translated into impressive achievements. The mall generated SGD 1.96 million in PR value, nearly doubling its target. Social media buzz included over 155 TikTok and YouTube videos, over 90 posts from artists and KOLs, and visits from 238 pets, whose owners shared their experiences online. The mall's debut month saw a 27.98% increase in footfall in Holland Village, solidifying its status as a community hub.

The response from both the public and media has been overwhelmingly positive.

Publications from across the region highlighted OHV’s successful execution of its pet-friendly concept, noting how previous attempts by other malls have fallen short. The opening was also attributed to the renewed buzz in the Holland Village.

Social media users echoed these sentiments, with Instagram users praising the wholesome activity of visiting the new pet-friendly mall.

In conclusion, Far East Organization's One Holland Village Mall has not only won New Mall of the Year - Singapore but has also set a new standard for community-focussed, innovative retail experiences. By blending unique features, strategic marketing, and a commitment to revitalising Holland Village, OHV has become a shining example of modern retail excellence.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].