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Paragon, a mall that is Never Out Of Style

Singapore, 12 May 2010 – Paragon is celebrating its 12th anniversary as a luxury high-end mall on Orchard Road and the fifth anniversary of the Citi Paragon Platinum MasterCard, where cardmembers get additional chances to win a Mercedes-Benz E-Class Coupé in a car draw.

In addition, the mall has also collaborated with Raffles Design Institute to open a new retail concept store, Raffles Privato, to further strengthen its support for exemplary local fashion designers and brands.

As part of its continuous effort to enhance its retail environment and shopping experience for today’s discerning customers, Paragon embarked on a major facelift in January 2008 to update its building façade and increase retail space.

Paragon’s new look comprises multiple transparent, glazed and volumetric external pop-out glass installed above the walkway level. The mall also boasts of multiple-storey façade for brands such as Tod’s, Prada, Miu Miu, Salvatore Ferragamo and Gucci’s flagship store with a five-storey exterior, the first of its kind in South-East Asia and designed by Gucci’s Creative Director, Ms Frida Giannini.

Since opening in 1997, Paragon has embarked on various expansion and upgrading projects to ensure the mall is never out of style. In 2003, it took over the old Promenade shopping centre to make way for the existing Atrium 2. That expansion exercise included a facelift to refresh the interior and exterior of the mall to re-energise its positioning as a premier luxury shopping mall on Orchard Road.

It was also the first mall to launch a co-branded platinum credit card with Citibank in November 2005, with one-hour instant card issuing capability. Currently, the growing base consists of more than 28,000 loyal cardmembers who shop regularly at Paragon, enjoying 10 per cent Style$ rebates year-round at over 90 participating tenants, and 3 per cent rebates on everyday spending at Paragon Market Place and taxi fares. To obtain the fashion-forward Citi Paragon Platinum MasterCard, shoppers simply need to visit Paragon Citibank Concierge located on Level 1, next to Cova, for instant approval and issuance.

In celebration of the card’s fifth year anniversary, shoppers and Citi Paragon Platinum MasterCard members who make purchases of $200 in a single receipt between now till 31 December 2010 get to win prizes in monthly luxury draws and a brand-new Mercedes-Benz E-Class Coupé (E 250 CGI BlueEFFICIENCY) in a grand lucky draw. New cardmembers will also receive five chances in the car draw. The results of the draw will be announced in January 2011. (For more information on Paragon’s endless shopping privileges, please refer to Annex A.)

“At Citibank, we regularly engage our customers to ensure that what we offer meets their needs. Constantly improving our card offerings to them is our way of rewarding the customer base that we have grown in the five-year collaboration with Paragon. Just like Paragon, the Citi Paragon Platinum MasterCard is never out of style as it has evolved over the years to keep up with the evolving needs of cardmembers and shoppers. For instance, we recently introduced the Citi Paragon premium Membership which rewards our top spenders with a suite of unparalleled privileges of S$500 Paragon shopping vouchers, complimentary year-long parking, welcome treat at the mall and exclusive powder room for the ladies. We also launched the Citi Paragon Junior Club which gives our customers peace of mind when they shop with their little ones,” said Ms Chan Sow Han, Marketing Director and Head of Co-Brand Cards and Strategic Alliances, Credit Payment Products, Citibank Singapore Ltd. (For more information on the Citi Paragon Platinum MasterCard, please refer to Annex B)

Raffles Privato is the start of a one-year collaboration between Paragon and Raffles Design Institute. Located on Level 3, the new concept store is designed and managed by students from the design school. The students from the school’s Visual Communication, Interior Design, Fashion Design, Fashion Marketing and Management faculties were roped in to design the store’s logo and layout. They will also be involved in the daily operations of the store. Seven labels covering women’s and men’s wear conceptualised by seven outstanding Raffles Design Institute graduates will be on sale for the first time at Raffles Privato (for more information, please refer to Annex C).

“We’re supportive of the local fashion industry, especially home-grown labels and brands that have good marketability. Raffles Privato will inject new blood into the local fashion scene and stimulate more demand for local fashion labels while at the same time we can groom more young talents for the local and regional fashion retail market, so that they have an opportunity to produce style staples that are never out of style. With Raffles Privato, they will add to Paragon’s existing mix of local labels such as Alldressedup, Project Shop Blood Brothers, Raoul and more,” said Mrs Sng Ngoi May, Director of Orchard 290 Ltd, a wholly-owned subsidiary of media group Singapore Press Holdings.

“The incubator project aims to assist the up-and-coming designers and this collaboration between Paragon and Raffles Design Institute is to support and showcase our own talented local designers. Depicted in the name of the retail concept, ‘Privato’ in Italian means Private and it reflects the graduates’ tutelage with Associate Professor Guiseppe Spinelli, who is of Italian descent,” said Mr Ong Kai How, College Director of Raffles College of Higher Education.

To celebrate Paragon’s success and how it continues to be a favourite amongst local and international shoppers, a series of activities surrounding the concept of Never Out Of Style will be launched to engage shoppers. The Never Out Of Style exhibition will feature cult favourites, classic and vintage style items that have withstood fashion trends and test of time, just like Paragon, which has over the years moved in tandem with the changing needs of the local and international shoppers The Never Out Of Style exhibition will be on display at Paragon Main Atrium from 13 May to 31 May 2010.

For more information on endless shopping privileges, please refer to Annex A
For more information on Citi Paragon Platinum MasterCard, please refer to Annex B.
For more information on Raffles Privato, please refer to Annex C.

(See attached file: Annex A - Shopping Privileges.doc)(See attached file: Annex B - Citi Paragon Platinum MasterCard.doc)(See attached file: Annex C - Raffles Privato.doc)

Issued by Singapore Press Holdings Limited
Co. Regn. No: 198402868E

For media enquiries, please contact:

Rachel Lo

Fulford Public Relations
Tel: 6324 5286

Ronda Ng
Fulford Public Relations
Tel: 5324 5293

Selina Esther Lim
Corporate Communications
Singapore Press Holdings
Tel: 6319 1872

About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) celebrated its 25th anniversary in 2009. It is Southeast Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.

Newspapers and Magazines
In Singapore, SPH publishes 17 newspaper titles in four languages. Every day, 3 million individuals or 79 per cent of people above 15 years old, read one of SPH's news publications. SPH also publishes and produces more than 100 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology.

Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 225 million pageviews with 14 million unique visitors every month. Apart from SPH AsiaOne portal, SPH's online and new media initiatives include an online marketplace for products, services and employment, ST701; local search and directory engine,; Stomp (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging; omy, a bilingual news and interactive portal and The Straits Times RazorTV, a free access interactive webcast service offering live chat shows and video-on-demand clips.

SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today. In the radio business, SPH has an 80 per cent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 in Mandarin and 91.3FM in English.

Outdoor Advertising
In addition, SPH has ventured into out-of-home (OOH) advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s largest outdoor motion display advertising network media company.

SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore's main shopping belt. SPH's wholly-owned subsidiary, Times Development Pte Ltd, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.

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About Orchard 290 Ltd

Orchard 290 Ltd is a subsidiary of SPH, who owns and manages Paragon and Paragon Medical - a 14-storey medical tower sitting atop the shopping podium. Visit or for more information.