Sun and sand in Singapore’s...CBD?

Understanding the business of sports sponsorship

If you're working in Singapore this weekend, be sure to pack bathers in your briefcase. Part of the city-state's central business district is transforming into a beach - for now, anyway.

Almost 30,000 kilograms of sand, enough to fill 115 bathtubs, has been carted to the Marina Bay waterfront to create the country's - and possibly Asia's - first pop-up beach.

The man-made beach, complete with palm trees, deck chairs, hammocks, a swimming pool and bar, is open to the public over the weekend.

Measuring 50 meters by 50 meters, equivalent to the size of two Olympic-size pools, it can hold up to 250 people. Entry will be on a first come first serve basis.


"Urban beaches have proven to be a popular concept around the world, transforming urban landscapes in major cities such as Paris, Berlin, Prague, Brussels, and Toronto – and now Singapore," said Karen McGregor, senior vice president of group strategic marketing and communications at DBS – the sponsor of the pop-up beach.

The pop-up beach movement began in Paris more than a decade ago. Since 2002, the city has created a two-mile stretch of urban beach along the river Seine each summer, known as the "Paris Plages."

Singapore's pop-up beach is part the DBS Marina Regatta, which was set up to bring more spectators down to the bay to watch the 28th Southeast Asian (SEA) Games races. The bank is a corporate sponsor of the regional sporting event.

The cost of assembling the sandy sanctuary and swimming pool amounted to roughly $50,000 and a total of 100 man hours, the bank said. An additional 100-200 hours are required for removing the installation.

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While this is the Singapore's first pop-up beach, the city is no stranger to man-made beaches.

Sentosa, the popular holiday island connected to Singapore by a short causeway, features three beaches, which were artificially created using sand brought from neighboring countries.

DBS' pop-up beach, which runs just for two days, could become a more regular installation if it is well received, the bank said.