From ‘Who is Project Jewel’s target customer?’, 27 Dec 2013, ST Forum
(Kelvin Quek): I WAS surprised and concerned to read about the high cost for Project Jewel (“Project Jewel at Changi Airport to cost $1.47b”; last Saturday). It is unclear how this expensive complex, 70 per cent of which will be retail space, will give our airport an edge over other competing air hubs.
It is also unclear who it is targeting – visitors, residents, airport staff, or all three. When travellers arrive at their destination, they want to get out of the airport as quickly as possible.
Similarly, departing visitors are unlikely to make it a priority to visit shops, eateries or leisure attractions located outside the departure gates of the airport. If the project is primarily aimed at attracting residents to Changi Airport, the question then is: Why is that necessary?
Why use up valuable land at Changi to build another shopping mall? Why not have an aviation museum or something related to the airport?
…We should also stop building iconic projects which may just end up as vanity showpieces that bring little tangible benefits to Singaporeans. The money saved can be put to better use to meet more pressing needs in areas such as health care, education, transport and housing.
The 1 billion dollar price tag has drawn comparisons to another iconic ‘vanity project’, the Gardens by the Bay. PM Lee himself referred to the Airport’s Jewel, semi-jokingly, as the ‘Gardens by the Airport’ during his National Day Rally this year, unwittingly hinting at the cost of this glorified mall. Visibly gushing over this new addition like a first-time father, he mentioned that the Jewel was not just for visitors, but for Singaporeans too, including ‘families on Sunday outings, students studying for exams and even newlyweds taking bridal photos’, which answers the writer’s question about who the target customers are. Don’t we already have the 3 terminals, and Kinetic Rain for that?
Designed by the same brain behind MBS, Moshe Safdie, Project Jewel appears to nothing more than a posh cousin of the existing T3 mall, a mash-up of our new National Stadium’s dome, Safdie’s LV island maison and the Gardens by the Bay which will draw locals from all over the island for the same reason that people flock to novelties like Jem in Jurong. In 2007, there was similar fanfare over the retail arm of T3, with the promise of top brands like the first Ferrari shop and luxury cellphone manufacturer Vertu. I don’t think these are around anymore. Instead you have ‘Speciality Stores’ like Poh Kim Video and 24 hour light-bite cafes like ‘Heavenly Wang’. If you want to spend some final precious moments with your child before his departure for overseas study, you’d have to jostle for parking space with families going to the airport just to buy stuff from some upmarket grocer, and not see a single plane landing or taking off, as what normal people would do if they’re going to the airport, well, FOR FUN.
Perhaps the money could have been put into better use, like providing proper resting areas for all those in transit treating the airport like a ‘refugee camp’. If Project Jewel fails to take off and goes the way of the Singapore Flyer, one might as well have installed a 4-storey tall, world-record breaking Kinetic Rain display instead, with round the clock security to prevent crazy people from tampering with it. Or an actual jewel-encrusted giant statue of Lee Kuan Yew. Don’t forget to bring in the feng shui masters though.