Prominent. Pivotal. Prime.
These were the adjectives used by the Urban Redevelopment Authority (URA) to describe the location of Central, Far East Organization’s new development situated above the Clarke Quay MRT station.

Central is located on the south bank of upper Boat Quay, on the site of the old Ellenborough Market. It faces MITA Building and the green slopes of Fort Canning Park across the Singapore River. Coleman Bridge, built 117 years ago to provide a link to the civic district on the north bank, lies next to Central.

A Place in History
Central stands on land imbued with the rich history of Singapore. The Singapore River was the foundation of the economic success of our nation. For over 150 years the Singapore River was the lifeline for its people.

It was not just a godown for goods that came from all over the world, but was also the centre that nurtured a thriving, bustling community.

It was home to a myriad of businesses, from small provision shops to companies with worldwide connections. There were more than ten factories including sago and pineapple along the river area. Industries making noodles, fishballs and soya bean products were also located here. Home grown food and beverage brand Yeo Hiap Seng had its first factory on Havelock Road.

And it was home to the people who made Singapore River the heart of Singapore. The coolies on whose gleaming mahogany backs the economy of Singapore was built, the itinerant hawkers whose fares are still remembered with nostalgia, the merchants and businessmen whose names are honoured all over Singapore, the families who lived in the shophouses, and the children who made Singapore River their playground.

In Distinguished Company – Centre of business, entertainment and civic activities
Today, the effects of the Singapore River’s importance can still be seen standing tall in its neighbourhood.

The civic district as represented by Parliament House, the Supreme Court and the City Hall, still rules from the north bank of the river.

The central banking and business district at Raffles Place, and bustling Chinatown, a few streets from the banks of the river, still buzz with trades and industry as they have since the nineteenth century.

The river banks, stretching from Clarke Quay to Boat Quay to the Marina Bay, host one of Singapore’s premier entertainment districts. A whole spectrum of entertainment choices can be found here: from the distinctive Esplanade –Theatres on the Bay and the venerable Victoria Theatre and Concert Hall to cosy pubs and trendy restaurants.

The Fullerton Building has gone through a successful restoration and adaptive re-use to emerge as a multi-award winning world-class heritage hotel. And so has the Empress Place Building; it now houses the second wing of the Asian Civilisations Museum.

Cycle of Life
The changing functions of these buildings reflect the transformation of the Singapore River area. Central with its modern design of sleek glass curtain wall facade and towering 25 storeys is a manifestation of this transformation.

The Singapore River is metamorphosing into an exciting place full of life day and night as envisaged by the URA in its Master Plan.

New businesses and waterfront residential housing are sprouting up. Al fresco dining and trendy clubs abound. Riverine concerts and cultural centres such as the Singapore History Museum at Riverside Point, add ambience to the area. Places of learning such as Raffles La Salle Institute and the upcoming Singapore Management University and the Central Library, bring fresh energy and youthful creativity to the area.

Central Role
Central with its presence will add to the new resonance of vibrancy and vitality that recalls the kaleidoscopic life around the Singapore River. Like the pioneers who built Singapore and made Singapore River their home, office and playground, Central will be the place to live, work and play.

Central is the first landmark development in Singapore to integrate the diverse functions of real estate – habitation, lifestyle, business, community and transportation connectivity – within one complex.

It has two towers of SOHO (small office home office) units, and 119 units of offices in another 25-storey tower. A 403-unit retail and F&B podium fronts the Singapore River. It will also be home to the National Volunteer & Philanthropy Centre (NVPC)’s community hub.

The life of Singapore began at the river. The rise of Central invigorates this landmark area.

Watch this space for more details of the upcoming launch of SOHO@Central. For more information, please call 6839 3668.