Gateway to a New Era for Jewellery in Singapore

Piccadilly Serangoon is a brand-new 6-storey freehold commercial building (1377 Serangoon Road) envisioned as a “Jewellery Immersive Experience Hub,” featuring retail, office, and experiential spaces. This presentation outlines the property’s features, market positioning, investment rationale, concept zones, and key brand participants targeted for the hub.

PROPERTY OVERVIEW

Prime Freehold Commercial Asset: Newly completed 6-storey commercial building, freehold tenure, located on Serangoon Road. The site spans ~5,791 sqft land area with a total built-up area of ~30,300 sqft (estimated GFA ~20,672 sqft for leasing). Zoned Commercial, allowing purchase by foreigners with no ABSD/SSD.
Mixed Use Configuration: Two floors of retail (ground & 2nd floor storefronts) and upper floors as offices—flexible for boutiques, galleries, and corporate use. High ceilings and quality finishes maximize visibility and branding (over ~20m of façade along Serangoon Road).
Modern Amenities: Wellness and community spaces—lush indoor greenery and water features, rooftop swimming pool, pavilion deck, and BBQ area for events/leisure. A mechanized parking system (9 car lots) is included for convenience.
Connectivity: Major arterial road frontage, easy PIE access, ~15 minutes to CBD/Changi Airport, and walking distance to MRT stations—ensuring strong accessibility for both visitors and tenants.

CONCEPT & ZONING STRATEGY

Piccadilly Serangoon integrates unique lifestyle elements—such as a panoramic rooftop pool and event pavilion—to support experiential retail, VIP events, and a holistic visitor journey. The property is envisioned as a full-spectrum Jewellery Immersive Experience Hub, with integrated zones that complement and enhance each other:
Retail Gallery: A curated retail arcade on the first two floors, showcasing flagship boutiques and concept stores. This gallery-style retail features elegant storefronts and rotating exhibitions of fine jewellery, providing an immersive browse-and-buy experience in a luxury environment.
Cultural Experience Studios: Interactive studios or mini-museum spaces focused on jewellery heritage and craft. Examples include a Pearl Cultivation Studio (live demonstration), Gemstone Discovery Lab, or Jewellery Craft Workshop - offering educational and cultural value, boosting footfall and secondary revenue.
Creative Co-Offices: On upper floors, a portion is configured as "Creative Co- Office" space—co-working and incubation hub for jewellery designers, artisans, and supporting startups. Resident creatives can collaborate with retail and museum components, ensuring healthy occupancy and generating organic content such as showcases and workshops.
Rooftop Event Deck – Elevated Prestige & Revenue Potential: The rooftop (with pool and pavilion) serves as an event space for jewellery fashion shows, product launches, VIP previews, and ticketed "sky bar" experiences—enhancing the hub’s prestige and generating event rental income.

Primary Use Cases

  • Jewellery Fashion Shows

  • VIP Product Launches

  • Private Client Previews

  • Ticketed Sky-Bar Experiences

Revenue-Generating Potential

  • Not limited to tenant brands — this rooftop can be rented for pop-ups, collaborations, and private showcases.

  • Open to external jewellery brands in Serangoon Road or regional players who wish to hold intimate, high-impact events in a premium space.

  • Perfect for evening activations, influencer experiences, or media launches tied to brand narratives.

Key Benefit to Investors

  • Converts an underutilized space into a profitable event platform with minimal operational overhead.

  • Enhances the branding and prestige of Piccadilly Serangoon as an iconic destination — not just a retail location.

    INTERIOR & WELLNESS FEATURES


    Piccadilly Serangoon is designed to create a welcoming, upscale, and modern environment for both tenants and visitors. Thoughtful interior landscaping, integrated water features, and premium fit-outs establish an atmosphere befitting a luxury destination and support wellness, creativity, and productivity within the hub.

 

KEY PARTICIPATING BRANDS BY CATEGORY (DRAFT)


A lineup of prestigious jewellery brands and specialists will be invited, each representing a core jewellery category:

•   Gold / Bullion – Precious Trade Consortium Pte Ltd (PTC): Singapore-based gold/bullion specialist led by Mr. Mohamed Thamby—anchors the gold segment and brings industry credibility.

•   Pearls – TASAKI: Renowned Japanese luxury jeweller (largest Akoya pearl producer), adding prestige and live pearl cultivation exhibits.

•   Diamonds – De Beers Forevermark: Global flagship diamond brand; underscores commitment to ethical, high-quality natural diamonds. Possible anchor for diamond education centre.

•   Lab-Grown Diamonds (Local) – Elaara Diamonds: Singapore’s leader in sustainable, lab-grown diamond jewellery—educational displays on technology and sustainability appeal to younger buyers.

•   Lab-Grown Diamonds (Global) – Lightbox Jewelry by De Beers: International leader in lab-grown diamonds, adding weight and global branding.

•   Coloured Gemstones – Gemfields: World’s leading supplier of responsibly sourced coloured gemstones (emeralds, rubies); partnership opportunities for mine-to- market or museum-like exhibits.

•   Silver Jewellery – Pandora: Pandora (Denmark) is the world’s largest jewellery brand by volume, known for its sterling silver charm bracelets and affordable luxury positioning. It sells over 100 million pieces of jewellery annually across 100+ countries. Pandora has also committed to sustainability, now using 100% recycled silver and gold in its products. Background: A Pandora concept store would capture the popular mass-premium market and drive foot traffic. As a silver-focused brand, it represents the sterling silver category strongly. They could incorporate a charm-customisation bar or a mini-exhibit on silver craftsmanship, engaging a broad range of visitors who recognise the brand. 


•   Fashion/Costume Jewellery – Swarovski: Swarovski is an Austrian jewellery and crystal producer (founded 1895) famed for its precision-cut lead crystal glass jewelry, figurines, and accessories. It is a household name in fashion jewellery, bridging the gap between luxury and costume jewelry with its iconic crystals. Swarovski even operates a celebrated crystal-themed museum, Swarovski Kristallwelten (Crystal Worlds), in Wattens, Austria, underscoring its focus on immersive brand experiences. Background: Swarovski’s involvement would add a sparkle to the hub’s costume/fashion section. A Swarovski boutique (or experience centre) could showcase crystal jewelry as well as art installations (taking inspiration from their Crystal Worlds) – A visually compelling destination to attract social media engagement and at an entry-level price point to complement the high-end fine jewellery offerings. 


ADDITIONAL FEATURES & INVESTMENT HIGHLIGHTS


Boutique Currency Exchange – Changi Money Changer: Avant-garde currency exchange lounge led by Mr. Kaleel; premium services to suit international visitors and support bullion trading theme. Staff Accommodation Proximity: Option for staff housing at nearby vicinity—ideal for foreign brand staff or management trainees, improving operational logistics.

MARKET RENTAL BENCHMARKS & INVESTMENT GOAL

Current Area Rents: S$10–$12 psf/month for city-fringe/Little India commercial units. Prime shophouse units can fetch ~$16.9 psf; larger offices ~$6–$8 psf.
Projected Rent (Premium Concept): Targeting ~$15–$18 psf for themed “Jewellery Experience” units, with further upside ($18–$25 psf for flagship/museum spaces) if experiential attractions are approved.
Investment Yield: At S$75M guide price, target ~6% annual rental yield (S$4.5M/yr), with blended rents in the mid-teens psf—backed by premium tenant mix and tourism draw.
(Market Comparables Recent listings on Serangoon Road indicate rental rates ranging from S$5.00 to S$18.75 psf/month, depending on property type and location. Given Piccadilly Serangoon's modern amenities and strategic positioning, the targeted rental rates are competitive and achievable. lead with S$ 18 psf as base and demonstrate the en-suite convenience, naming rights and highway exposure, set a credible anchor—and reserve the right to stretch toward S$ 20 for top-tier occupiers.



LEASE TERM


5-Year Lease with Optional Renewal (3-Year Rent Review)

1. Why Longer Leases Are an Advantage (Investor Perspective)

  • Stability of Cash Flow: A 5-year commitment ensures predictable income and reduces vacancy risk.

  • Lower Turnover Costs: Less frequent changeovers mean reduced downtime, marketing, and reinstatement costs.

  • Tenant Investment in Fit-Out: Brands are more willing to invest in high-quality interiors and immersive concepts when they’re committed long-term.

  • Better Valuation Metrics: Properties with stable, long-term tenants command higher valuations and appeal more to institutional investors.

Brand Continuity: Strengthens the identity and prestige of the Jewellery Immersive Experience Hub.

2. Rotational Setups Keep the Hub Fresh (Visitor Perspective)

  • Dynamic Experience: While leases are long-term, each brand’s showcase, exhibition, or seasonal theme can be refreshed—keeping the hub exciting for repeat visitors.

  • Modular Layouts: Zones can be designed for soft renovations or interchangeable fixtures, enabling curated brand takeovers without structural overhaul.

  • Retail and Museum Synergy: The hub becomes a living gallery — visitors return not just to shop, but to explore evolving designs, stories, and cultures.

  • Attracts New Collaborations: Temporary exhibitions or pop-ups by new gem brands or artists can co-exist with anchor tenants, keeping footfall consistent.

TIMELINE ACQUISITION
Timeline to Go-Live

1. Property Acquisition & Legal Completion (2–3 months)

  • Finalize sale & purchase agreement

  • Conduct legal due diligence (title, zoning, usage rights)

  • Secure financing, if applicable

  • Complete ownership transfer

This process can begin immediately and runs concurrently with investor onboarding and brand engagement.

2. Brand Engagement & Fit-Out Design (6–8 months, overlapping)

  • Curate anchor tenants & brand mix (e.g. Forevermark, TASAKI, Elaara, etc.)

  • Finalize concept layout and space allocation

  • Interior design and customization for immersive zones

  • Renovation, installation of showcases, tech, lighting, and visitor flow design

  • Branding of each level (Retail, Experience, Rooftop)

Phased onboarding allows early brands to begin fit-out while upper floors are still being finalized.

3. Licensing & Approvals (3–6 months, parallel process)

  • Apply for any required change of use (e.g. if experiential/ticketed components exceed standard retail classification)

  • Submit plans for exhibition, event, and educational uses

  • Secure necessary permits for retail, events, public entry, and museum-style activation

✅ These approvals can run in parallel with fit-out — handled in collaboration with experienced consultants.

4. Full Go-Live & Launch (9–12 months from purchase)

  • Staged opening of core retail brands

  • Launch of immersive experiences & rooftop venue

  • Grand opening & media coverage

  • Potential alignment with major events or tourism campaigns for maximum exposure

POTENTIAL GRANTS


1. Tourism Product Development Fund (TPDF)
2. Experience Step-Up Fund (ESF)
3. Business Improvement Fund (BIF)

4. Minor and Major Project Grants

5. Organisation Transformation Grant (OTG)


Note: Grant amounts and eligibility criteria are subject to change. It's advisable to consult the respective agencies or their official websites for the most current information.

  

WHY NOW?


1. Established Jewellery Cluster
Serangoon Road Corridor: Home to longstanding, creating a ready-made footfall of jewellery shoppers.
Adjacent Nodes: Joo Chiat/Geylang caters to Malay high–net-worth buyers; Chinatown serves heritage tourists. Serangoon Road sits at the sweet spot, drawing all races and age group - from families to young professionals.
2. Immediate Catchment & Connectivity
Pop-Up Traffic: Located on a major arterial road with direct bus routes to Orchard, CBD and Changi Airport (via PIE), delivering high daytime and evening visitor numbers—even before T5 opens.
Local Residential Density: Proximity to Serangoon Gardens, Broadway Plaza and new BTOs generates consistent neighbourhood traffic, ideal for repeat visits to an experiential hub.
3. First-Mover Advantage Ahead of T5 (2030)
Brand Building Lead Time: Experiential retail requires 2–3 years of marketing, tenant mix fine-tuning and community engagement to hit full stride. Launching now means you’ll be the go-to jewellery destination well before the 50 million additional passengers arrive with Terminal 5.Tenant Lock-In: Long-lead F\&B, event and gallery partners need advance certainty. Early signing secures best space and lock-in rental rates.
4. Synergy with Future Airport Traffic
Progressive Uptick: As Changi’s catchment expands, your hub’s brand equity will be fully established—maximizing capture of spill-over visitors from Terminal 5 once it goes live.
Airport-Linked Tourism Circuits:** Luxury and heritage trails linking Changi to Little India, Kampong Glam and Serangoon will route travellers directly past your front door.
5. Experiential Retail Trends
Brick-and-Click Integration: High-net-worth buyers research online but crave tactile luxury experiences. A purpose-built immersive hub today bridges that gap, driving on-site sales and digital engagement.
Events & Workshops: Early adoption of curated masterclasses, gem-setting demos and exclusive preview evenings builds community engagement far ahead of competing sub-urban or CBD projects.
6. Financial & Development Timing
Cost of Capital: With interest rates historically low now, financing an acquisition and fit-out today is more attractive than postponing to 2028–29.
Rental Yield Capture: Every year of operation pre-T5 adds net cashflow and accelerates ROI, whereas waiting defers income by several years.

In summary, 1377 Serangoon Road’s established jewellery ecosystem, immediate catchment, and connectivity create a ready market today—while launching now secures first-mover branding, tenant commitments and yield capture well ahead of Changi Terminal 5’s 2030 completion.