LASALLE x HeritageSG: The Armenian Street Activation

HeritageSG is a subsidiary of the National Heritage Board that brings heritage to life with a vision to weave tradition into tomorrow's fabric. Its Festival and Precinct Development division manages major events and the Bras Basah.Bugis (BBB) precinct. The BBB team spearheads placemaking through curated festivals, cultural programmes, and year-round activations. These initiatives strengthen community bonds, foster creative expression, and ensure the precinct thrives as a vibrant cultural hub for all, deepening public appreciation for Singapore's living heritage.

The project aims to engage a group of LASALLE students to create a year-round Activation Plan to establish Armenian Street as a vibrant, sustainable craft and design hub. To address its current underuse, students will conduct on-site observations and stakeholder consultations with community groups and creative tenants to identify usage gaps and aspirations. They will then design a themed programming framework for the annual calendar, integrating cultural celebrations, traditional holidays and community happenings. The Activation Plan must strategically balance community needs with the precinct's heritage identity, transforming the street into a lively, everyday cultural destination.

By the end of the project students execute a comprehensive Armenian Street Activation Plan (maximum 10 pages). This actionable roadmap will include a stakeholder engagement strategy and a thematic framework for year-round programming aligned with cultural celebrations. It will provide a curated annual calendar of activities, specifying involved stakeholders, targeted audience groups, possible communication channels and resources required for the execution. The document will synthesize research on current activation gaps with community consultation findings to offer practical, scalable recommendations. This plan will serve as a direct implementation tool for the BBB team to foster creativity, heritage, and sustained community engagement within the precinct.