The infamous retail superstore CK Tangs have not been seeing much crowd since it first opened last October. Investors are deciding critically whether or not to pull out of their investments. At risk of sounding outdated and old-fashioned, I believe it all has to do with the structure or 'feng shui' of the building.

My reasons:

First, its VivoCity entrance is hardly noticeable. Apart from the bright orange sign, the doorway is too narrow. You could barely walk in three abreast - unlike at Tangs Orchard Road.

Second, the exterior design at VivoCity is completely different from Tangs at Orchard. Everybody knows the Tangs building for its unique oriental designs with the two stone lions at both ends of the entrance, symbolising good fortune. Tangs VivoCity doesn't have that.

The late founder of CK Tang, Mr Tang Choon Keng, started out by selling door-to-door. He opened his first store in 1934 at River Valley Road and in the late 1950's, he opened the one in Orchard Road, which is now still running strong.

Mr Tang's traditional Chinese handicrafts made him popular. That would very much explain the architectural designs at Orchard Road: oriental, original and Chinese.

Perhaps the outlet at VivoCity isn't drawing many shoppers because the exterior is very plain, and most definitely not Chinese. If Tangs hadn't spent S$15 mln on the interior, but also put in the effort to create this familiar ambience on the exterior, I would say that would have been money well-spent.

Without the traditional touch, Tangs is just like any other retail store selling clothes, shoes, jewelry and so on. There is nothing interesting or unusual about it. And this at VivoCity, where hundreds of shops are competing and fighting for customers. They need another set of lions at the door.


Nurwidya Abdul