GuocoLand Limited (“GuocoLand”) wishes to announce that it will bring the world’s first JAPAN RAIL CAFE, operated by Japan’s largest rail operator, East Japan Railway Company (“JR EAST”), into its F&B and lifestyle fold at Tanjong Pagar Centre. The new-to-market cafe is one among the additions representing a 70% take up of Tanjong Pagar Centre’s retail space.
In addition, Tanjong Pagar Centre will feature other new-to-market brands such as SBCD Tofu House, a Korean restaurant which is opening its first flagship outlet in Singapore specialising in Sundubu; The Little Island, serving authentic Penang-style dishes; and Chalong, that serves Thai fusion grilled bento boxes. Other tenants opening their first outlets in the CBD include Mrs Pho Vietnamese restaurant and Crave Nasi Lemak, the original Adam Road nasi lemak.
The entry of such exciting and varied concepts underlines Tanjong Pagar Centre’s strategic focus to create a unique lifestyle destination within an integrated mixed-use development with direct MRT connectivity. JR EAST’s decision to open the first JAPAN RAIL CAFE at Tanjong Pagar Centre demonstrates its confidence in the development’s high value potential due to its well-connected public spaces and key location on the public transit network.
Artist Impression of Tanjong Pagar Centre’s retail at the basement 2 level
“We want Tanjong Pagar Centre to be a major driver in transforming the district into a unique yet relevant lifestyle hotspot that offers a new dimension to the definition of the CBD district. The tenants that we will be welcoming into our development are testimonial to our strategic efforts to bring in new-to-market tenants and curated concepts. We are confident these will provide extended lifestyle experiences to visitors, tenants and residents, as well as add to the development’s status of being a first in many aspects,” said Ms Valerie Wong, General Manager (Commercial), GuocoLand Singapore.
A World First in Singapore: JR EAST’s JAPAN RAIL CAFE
The tourism-themed JAPAN RAIL CAFE will be a world’s first for its operator JR EAST when it opens in the fourth quarter of 2016. The cafe will offer customers a quintessentially Japanese experience. This will include kawaii products and gourmet food, in-store workshops and pop-up displays on destinations in Japan in collaboration with various Japanese entities including the Japan National Tourism Organization, as well as travel itinerary recommendations for visiting Japan. JAPAN RAIL CAFE will also host Japanese-themed cultural events at Tanjong Pagar Centre’s urban park, and house an in-store ticket counter where visitors can purchase a variety of train passes.
Artist impression of Tanjong Pagar Centre’s urban park city room
The addition of JAPAN RAIL CAFE will enhance Tanjong Pagar Centre as a “Transit-Oriented Development”, a mixed-used residential and commercial space designed to maximise access to public transport and encourage transit ridership. JR EAST, which will be managing JAPAN RAIL CAFE, operates a wide range of businesses beyond the extensive railway network in Japan, including malls, retail stores, restaurants, hotels and office building management. Its F&B arm owns more than 50 brands that include original and franchise brands ranging from coffee houses, burger shops, dessert houses and bars.
“We are truly excited to be located at Tanjong Pagar Centre, a ‘Transit-Oriented Development’ that resonates fully with our business and what we do. We decided to open our world’s first tourism-themed cafe in Singapore as we believe Singapore travellers are extremely experienced, adventurous and would influence travel trends. We are very impressed with Tanjong Pagar Centre’s unique characteristics, especially the urban park which is an ideal location to host Japan-oriented events, such as Japanese-themed food festivals,” said Mr Makoto Yamataka, General Manager of JAPAN RAIL CAFE, Singapore.
Artist impression of JR EAST’s JAPAN RAIL CAFE
Unique Lifestyle Concepts for Enhanced Retail Experience
The large community space at the city room within the urban park will accommodate up to 2,000 people for events ranging from wellness and lifestyle to music and the arts. They will include collaborations on outdoor events with tenants such as JR EAST and Virgin Active. The 150,000-sq ft urban park will also have several F&B outlets with al fresco dining located beneath a 16-metre high glass canopy. The prospect of unique dining experiences within a park has attracted concepts such as Blue Lotus, a contemporary Chinese restaurant making its first foray into the CBD, and Imakatsu, the famous Roppongi Tonkatsu restaurant.
As a cosmopolitan lifestyle destination in the CBD, Tanjong Pagar Centre aims to offer today’s discerning consumer an experience that goes beyond shopping. Consumers will be able to participate in community-focused activities and enjoy the development’s connectivity with the transport system and greenery landscape.
“Accurate clustering and positioning of retail spaces relative to an environment are key to a development’s competitiveness and sustainability. Each of the six levels of retail space at Tanjong Pagar Centre is uniquely functional and different in feel, stemming from deliberate clustering of tenants to enhance customers’ experience,” said Ms Lee Siew Ling, Director of Retail, JLL.
Bringing added convenience for visitors, the basement two level of Tanjong Pagar Centre directly fronts the Tanjong Pagar MRT entry turnstiles. Commuters will be greeted by “grab & go” outlets and restaurants including bakeries, pizzerias, bento outlets, sandwich shops, fruit juice stands, cafes, yogurt and beverage counters.
The international offering at Tanjong Pagar Centre has also been enhanced with Jewel Coffee, an artisanal coffee boutique; Joe & The Juice, a popular Danish cafe chain; Royce’, a luxury chocolatier; Guzman y Gomez, serving up Mexican food and Latin culture; The Daily Cut, offering protein rich salads; IndoChili, providing authentic Indonesian cuisine; and The Café by HIC, which serves cold pressed juices and dietary drinks for the health-conscious. To meet the daily lifestyle needs of office workers, residents and visitors at Tanjong Pagar Centre, these F&B tenants are complemented with other retailers and service providers such as banking facilities, Miniso, Virgin Active gym, Vision Lab eyewear, B9 Dental, Porcelain spa, Pixie nail spa and a medical clinic.