SPEECH BY TAN SRI DR FRANCIS YEOH, CBE
LOT 10 NEW POSITIONING
PRESS CONFERENCE – 3 SEPTEMBER 2009
Good evening Yang Bahagia Dato’ Faridah Merican and all our valued partners of Lot 10 who are with us here today.
Respected members of the media.
Distinguished guests, ladies and gentlemen.
It is my joy to see all of you here this evening on the rooftop of Lot 10 which a few months ago was just a parking lot, filled with rows and rows of parking bays.
But tonight, we are blessed that there is so much life and energy here – with so many bright and beautiful lights all around us, and so many people going about their work-outs and activities, as we look forward to be partying on top of the world at Lot 10 soon.
In the 90s, Lot 10 used to be the “happening” place but over the years, has changed with the evolvement of Bukit Bintang. Hence, it is time for Lot 10 to be repositioned from its rooftop right down to its basement – to target a new niche segment of the market which I would refer to as the “Greenagers” of the new generation.
These “Greenagers” who are a new breed of urbanites as we can see in KL – are youthful and full of energy. Not only are they health and fitness conscious with the proliferation of gyms today, but also increasingly aware of the environment and the world around them because they are well educated and well read. They are also highly intelligent, tech-savvy, design and creative driven.
With such a psychographics in mind, we are impassioned that with Lot 10, YTL can fulfill our desire and social responsibility that has always been close to our hearts, and that is to bring an entire “Forest In The City” – right here on the Rooftop at Lot 10 in Bukit Bintang.
Specially-commissioned trees are planted which in time will gradually mature with extended foliage. As a backdrop against the concrete jungle of the city, we have also enacted towering planters that emulate natural cliffs – overhanging with tropical ferns and a variety of flora to refresh the eyes and soul.
In the midst of this Forest in the City, Lot 10’s new positioning indeed gels with the sensibilities of this niche of “Greenagers” in the market – offering them a microcosm of their lifestyles – from a gym for health and fitness to chilling out with fine dining and the café culture, and also avenues of artistic expressions and appreciation.
All our new tenants who are with us here today have been pre-selected to be an integral part of this “Greenager’ movement – from The Actors Studio and Debenhams to WiMAX, Isetan and Shabu One. All have been specially selected for sharing our common objective in driving the momentum of this new and energetic movement, which will be exclusive to Lot 10.
An example of this affinity is with the doyens of Malaysian Performing Arts – Dato’ Faridah Merican and Joe Hasham – founders of The Actors Studio which had over the years been uprooted with numerous re-locations from Plaza Putra to Bangsar.
Once again, YTL is delighted to bring nature and the artistic community together with The Actors Studio in the forest of Lot 10 – like we had done with KLPac in our 35-acre Sentul Park. So it is in our prayers that The Actors Studio will thrive as the first “Theatre in the Forest” where creativity is inspired by a flourish of nature so close to the skies of KL. This represents a significant direction in promoting the arts as opposed to the rapid emergence of so many cinemas in the city today.
In fulfilling the needs of our “Greenagers”, Teeq Brasserie is specially created to be the ideal hang out for urbanites, serving the perfect meal after an energetic work out or a night out at the theatre, while Rootz Club which is inspired by Russian museums and palaces will offer the pulsating energy for a night of partying in the forest very soon.
In the spirit of preserving our heritage, Lot 10 Hutong will also be launched with 27 restaurants and food kiosks this November, bringing together the golden oldies of Malaysian eateries that have survived the 2nd and 3rd generations with brands like Hong Wing Kee wanton mee to Kum Leen Kei Fukien mee – all in one “heritage gourmet village” at the lower ground floor of Lot 10.
In synchronising all these with high-tech communications for our Greenagers, we have also partnered with Samsung to bring to Malaysia the first converged mobile Internet services with WiMAX from the dining tables of Teeq Brasserie at the rooftop all the way down to the tea houses of Lot 10 Hutong.
In concept and architecture, the multi award-winning Yuhkichi Kawai of the iconic Design Spirits in Japan has masterminded the entire renovation of Lot 10 from the rooftop right down to the basement. Hence, ensuring that there is an integration of design and concept for a visual and experiential progression that is of world class standards at Lot 10.
Since the announcement of Lot 10’s new positioning, we have received a lot of enquiries from many international brands, among which includes National Geographic – a brand which highly reflects the sensibilities of Greenagers with its concerns for the environment, traditional arts and culture.
With an Asian database of subscribers that’s among the highest in Malaysia, the National Geographic store and café will indeed be another one of our pre-selected tenants exclusive to Lot 10 – for an experience never to be repeated anywhere else. Thus, reinforcing our new positioning to bring on a new age of awareness for a new generation of urbanites in a Forest in the City at Lot 10.
May God bless all of you!