Orchard Road – A Great Street

Known globally as Singapore's shopping paradise, Orchard Road turns 10 this year since its rebranding as "Orchard Road – A Great Street" in 2009. Currently home to international and local brands, the street recently underwent a revamp initiated by the Singapore Tourism Board (STB), Urban Redevelopment Authority (URA) and National Parks Board (NParks). The three organisations planned to strengthen Orchard Road’s position as a “must-visit lifestyle destination”, offering differentiated experiences to bring out the unique identity of all the precincts in the stretch. As such, new retail concepts, attractions, entertainment and events at each sub-precinct was introduced to cater to the varied interests of visitors. Here's a peek into Orchard Road's transformation: 2018  Claimed to the “first branded light-up”, Orchard Road was decked out with renowned characters from Disney and Disney-Pixar during Christmas period. Called "Disney Magical Moments", the campaign was part of a three-year collaboration between STB and Disney.