FITCH Design, Singapore
This project explored how the pedestrian experience along Orchard Road could be improved through customer-journey research, urban interventions and experience design.
Our team structured the journey around four stages:
- Dream — Understanding what visitors want or need.
- Explore — Providing access to relevant information and possibilities.
- Locate — Helping visitors identify destinations and establish a purpose.
- Achieve — Encouraging visitors to act and complete their intended journey.
Using this framework, we studied the interactions between pedestrians, shopping malls, public spaces and transport infrastructure to identify key touchpoints and pain points.
Research and Pain Points
Through site observations and journey mapping, we identified several issues affecting the Orchard Road experience:
- Pedestrians frequently took unnecessary detours because roads separated the shopping malls.
- The walkway outside The Centrepoint experienced periods of congestion.
- Pedestrians avoided direct sunlight and preferred shaded or air-conditioned routes.
- Some parts of Orchard Road offered fewer visual attractions and public experiences than others.
- Road traffic contributed to noise and air pollution.
- There were insufficient tables and seats for visitors enjoying takeaway food.
- The individual identities of some shopping malls had become less distinctive as their retail offerings became increasingly similar.
We organised our proposed solutions into three categories: Noise, Roads and Activities.
Orchard Gardens
Our main proposal, Orchard Gardens, reimagined a section of Orchard Road as a pedestrian-focused public space inspired by Singapore’s identity as a Garden City.
The concept aimed to improve pedestrian movement, introduce more greenery and reduce visitors’ exposure to traffic noise and air pollution. It also created new spaces for meeting, resting, performing and exploring. Rain Bridge
Located at Orchard Gateway, the Rain Bridge was inspired by LACMA’s Rain Room. It created a controlled rainfall experience in which the water would pause when sensors detected a pedestrian, allowing visitors to walk through without getting wet. Bicycle Stations
Bicycle-rental stations provided visitors with a convenient and environmentally conscious way to travel between shopping malls. Users could register for the service using their identification cards. Performance Stages
Dedicated stages provided buskers and performers with spaces to showcase their work. Each stage was equipped with speakers, microphones, instrument connections and electrical outlets to support different types of performances. Orchard Sign
A large horticultural sign marked the entrance to Orchard Gardens. Each letter was elevated on a steel structure, covered with greenery and wrapped with LED lights to create a recognisable landmark during both the day and evening. Meeting Points
Two designated meeting points were proposed within Orchard Gardens. Large oak trees served as visible landmarks, while seating and overhead fans created shaded and comfortable resting areas. Maps and wayfinding signs helped visitors orientate themselves and locate nearby destinations.
Visualising the Proposal
We produced a physical diorama to communicate the scale, layout and visitor experience of Orchard Gardens.
The surrounding shopping centres were constructed from white art card using dimensions obtained from Google Maps. Aluminium was shaped to form the performance stages, while fibre materials were used to represent landscaped areas and artificial grass.
The model allowed us to study the relationship between the proposed interventions, existing buildings and pedestrian routes along Orchard Road.
Why Orchard Gardens?
Orchard Gardens was created as a response to the pain points identified during our research. By reclaiming road space for pedestrians, the proposal aimed to improve connectivity between malls, create more public activities and provide a greener environment with less exposure to traffic.
Although the concept required changes to the existing traffic flow, Orchard Road had previously supported temporary road closures for events such as the Changing of the Guard ceremony and Pedestrian Night. These precedents demonstrated the potential for the district to accommodate more pedestrian-focused experiences.
Project Outcome
The proposal received recognition and earned our team internship opportunities at FITCH Design.
During the semester break, we worked on live projects at FITCH and gained practical experience in customer-experience research, touchpoint mapping, visual communication and retail strategy. Under the mentorship of Gene, I developed a stronger understanding of how research and design can be combined to create more meaningful customer experiences.
