Upscale Ambition

The man responsible for maintaining Ion Orchard’s premier luxury mall credentials, Chris Chong believes there’s a science and an art behind a luxury mall experience, writes Melissa Gail Sing

hris chong arrives in a snazzy outfit, doesn’t flinch when his hair and face are fussed over, and slips easily into the requisite poses. One would never expect that this is the CEO of upscale integrated retail and residential development Orchard Turn Developments, calling the shots at luxury mall Ion Orchard for almost two years now. Certainly, “expected” isn’t a word one would associate with this man. Trained in engineering, the Raffles Junior College alumnus admits he never worked as an engineer. Upon graduation from a university in France, he served his bond working at the Economic Development Board’s Paris office for five years before joining luxury goods conglomerate LVMH in Paris and Hong Kong. Today, the fluent French speaker—handy when you regularly meet the heads of French luxury maisons—is right at home among luxury labels and on the pulse of luxury shopping trends. Since he came aboard, Ion Orchard has won several Best Shopping Centre awards—not easy when the mall has been around for six years and competition keeps springing up. Believing that retail is in the details and that it is more a science than an art, he says, “I’m always impressed by the use of data analytics in retailing. I have a voracious appetite for numbers—they offer useful data to the tenants on tourist numbers, where the locals are, how often they spend and on what. It can be quite scientific, combing through the data to come up with a strategy for location, store size and even pricing. On the other hand, to make a sale, the last mile experience in store is crucial and more of an art—the art of selling.” By melding his love for numbers and global luxury experience with an unconventional approach, Chris has played a pivotal role in ensuring Ion Orchard keeps up the momentum, pulling in high-end tenants and drawing crowds. “We are lifestyle curators, serving the best of the season’s trends and products. This approach injects a sense of pride and passion throughout the organisation, manifesting in a desire to serve and excel,” he says. Since 2009, Ion Orchard has lured major brands to open their first and/or flagship stores in Singapore. French-italian luxury lifestyle brand Moncler’s first standalone boutique in Southeast Asia is there while Jaeger-lecoultre, Vacheron Constantin and American beauty brand Fresh have regional flagship stores there. Recent openings include Moleskine, Suitsupply and Mikimoto. Still, Ion Orchard, like the rest of the retail industry, faces mounting challenges like the e-commerce boom and a downward trend in retail spending in Singapore. But being at the forefront of the evolving luxury mall experience is what drives Chris. “The Singapore luxury retail market has matured with a wide range of brands in place. Now, it’s time to educate consumers and let them experience the luxury of each brand’s rich heritage,” he says. Thus, the mall has been working with brands to host events that showcase their heritage and latest offerings, and visits to the maisons and manufactures. A hands-on leader, Chris believes in building strong foundations from the ground up by being in tune at the grassroots level to know what works and what doesn’t. The father of two applies the same approach at home. “I don’t really put on the father figure—i prefer my girls to see me as a friend and mentor they can turn to,” he says, adding that he hopes to inspire them with his work ethic. “Success is 99 per cent hard work—i believe in putting in the sweat to get results.” When alone, he devours French literature. “I’m now reading the original version of À la Recherche du Temps Perdu (Remembrance of Things Past) by Marcel Proust. Although written at the turn of the century, it is relevant to what we see and experience today.” It’s an apt reflection of a man who is drawing on his past and foresight to redefine the luxury mall experience.