- Place Branding
9 Penang Road
At The Heart of It All
9 Penang Road is Singapore’s latest future-ready workplace. This flexible Grade A commercial office and retail development offers diverse space configurations and leverages energy efficient construction technology. UBS immediately saw the potential in this unique location and asset as its new Asia Pacific headquarters, taking up the entire 8 levels (381,000 sqft) of premium office space.
Best use of a visual property – Gold
Best strategic or creative development of a new brand – Gold
Best visual identity from the property, construction and facilities management sector – Bronze
The demand profile for office space identified that co-working operators along with technology and financial services companies accounted for the majority of new net leases. This informed the place branding strategy for 9 Penang Road and the brand positioning of Singapore’s MidCity Address.
Positioning this premium asset as Singapore’s MidCity Address, leveraging its location between Orchard Road and the CBD as well as its unrivalled transportation connectivity. Featuring prominently in 9 Penang Road’s location story was its position right next to Singapore’s original urban lung, Fort Canning Park, offering immediate access to 54 acres of luscious greenery in the historic heart of the city.
DESIGNED FOR DEVELOPMENT
Designed to accommodate over 3000 employees in flexible workspaces, UBS @ 9 Penang Road has state-of-the-art corporate communication facilities including an auditorium and broadcast studio. A unique addition to the development is an area dedicated to the UBS University, a space specially designated for employee training and development programs. UBS staff will also benefit from an in-house wellness centre comprising a clinic, gym, cafe, nursing rooms and a meditation room.
Sustainability ranked high in the Zurich-Based bank’s largest office space in the Asia-Pacific Region. Lighting and air-conditioning are 100% fuelled by locally sourced renewable power through the sale of solar energy from 15,000 rooftop solar panels via an exterior source.
To encourage clean, energy-efficient modes of transport, there are electric vehicle-charging stations, priority parking for staff who carpool and parking spaces for green vehicles and bicycles.
ELEVATING THE EXPERIENCE
A typographic solution to the brand identity was designed to link the 9 Penang Road address to a series of tailored key messages that communicated the USPs of the location and the development. And the brand was brought to life through an immersive sales app, hoardings and merchandise integrated into one cohesive place branding solution.