Marina Central (previously known as the Marina Centre Precinct) consists of four developments (Suntec City, Millenia Singapore, Marina Square, and South Beach) and 2 community partners (Esplanade Theatres and SMRT Experience).
The precinct stakeholders participated in URA’s pilot Business Improvement District programme with a focus to develop and launch a strong brand identity for Marina Centre that will enhance the precinct’s collective attractiveness while supporting the unique offerings of each stakeholder’s property within the precinct.
Design Sojourn, in collaboration with BLACK Design, was engaged in this project to conduct ethnographic research with the precinct stakeholders and their customers to gain insights for the joint strategic positioning and development of plans for the precinct branding exercise.