New Retail Idea Revolves Around the Serangoon Garden Community

In the heart of Serangoon Garden, look forward to an experience so comfortable and natural, like you are lounging out in your own village. It is a place you can settle into with complete ease, where light-hearted nostalgia meets modern convenience.

Serangoon Garden Village (SGV), slated to be reopened end of 2010 officially as myVillage at Serangoon Garden (myVillage). A refreshing concept in the retail development scene, it will be a place where village-goers can bask in the alfresco setting and enjoy the laid-back vibe against the lush green backdrop.

Neither a cold, hard structure or a faceless mall, it will be a homely yet vibrant communal space. As a testament to the strength of the concept, leading retailers such as NTUC Finest and DBS, have signed up as the anchor tenants.

The concept is inspired from its history that dates back to the 1950s, as one of Singapore’s oldest estates. A fact less known to the younger generations, SGV was formerly known as the Paramount Theatre that opened 50 years ago, where movies such as the Hercules series were screened.

Over the last 50 years, the space has grown to become a neighbourhood focal point and a favourite hangout of residents from Serangoon and other surrounding estates. Respecting the cherished memories and heritage value, Edmund Chye, Director at Chye Lee and Sons (CLS), aims to engage the existing community in the redevelopment.

A community-focused market research, that was conducted with 2000 residents on behalf of CLS, discovered that the people were deeply passionate and attached to what they refer to as their “beloved Serangoon Garden”.

“The brand concept has taken into account the feedback of those who hold a strong sense of ownership for the place, and the name myVillage also pays homage to the bonds formed with SGV,” Chye mentioned.

myVillage will continue to complement the lifestyle of the surrounding community, to become the place of choice for residents buying their daily essentials, office workers having their lunch and loved ones bonding over meals during the weekends.

The Chye brothers who have spent most of their childhood and grown-up years in Serangoon Garden, wish to invite the residents to literally make their mark on myVillage. This can be done by submitting a scan of the hand-written word, “my”, through the myVillage website ( Many of the submissions will become part of the retail space.

The public can also contribute their handwriting samples in person at the community art event, myMosaic, co-organised by CLS and Serangoon Neighbourhood Committee, on 26 September, 2 to 8 pm.

The event, held in conjunction with a flea market from 2 pm and Mid-Autumn festival celebrations from 6 pm, will have participants painting short notes about their favourite experiences on individual canvases. Selected pieces will be formed into a vibrant art wall to liven up the myVillage construction site.

There is no registration fee for the event and painting materials will be provided at the venue. People can take this opportunity to contribute to the less fortunate amongst them, as participants are encouraged to pledge any amount to myVillage’s adopted charity Singapore Anglican Community Services (SACS) Family Care Centre. All proceeds will go towards SACS Family Care Centre to protect victims of domestic violence.

Where will all the collected handwriting samples go? The public will have to wait till the official launch of myVillage to find out.

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1 Comment

I used to visit this area as a kid more than 35 years ago to buy second hand books. In those days, we travelled long distance, and after many changes of buses, my sisters and I finally reached our destination…quaint and exciting Serangoon Gardens. It was always something we looked forward to during the school holidays. Recently I visited after your revamp, and although the concept is different from other suburban malls, more personal and “cosy”, it seems to lack something…..maybe you should organize some family bazaar/funfair/educational fairs targetted at the young ones to enhance some liveliness to the mall. I have been in the retail trade for more than 20 years and now lectures in Retailing and Marketing, so it’s good that see more exciting malls springing up that tries to differentiate itself from others. Good luck and best wishes to your team.

Posted by Sandra Lee on 30/03/2011

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