AUSHWITZ at Circular Road no longer trading,
certainly under that name. Aushwitz no more a bar and disco. It had been a
short run of a couple of weeks before the alarm was raised. For Beck's—the beer Aushwitz
served—you need to go elsewhere now in Singapore. Late last month
Aushwitz had opened in Chinatown in the city centre, spitting distance from the
river, a stone's throw from Raffles Place and the famous old hotel. The Prince
of Wales Backpacker Pub is on Circular Road; Boat Quay one back. Raffles
Landing right there beside the Asian Civilization Museum.
An
error at the time of registration with the Accounting and Corporate Regulatory
Authority (Acra) led to a recording of the trading name. On the signage on
Circular Road, beside the Beck's logo it stood as intended: Aushwitz — no
"c".
A certain ring on an online list had attracted the bar manager, whose
shaky European history could be forgiven. Chap had heard it somewhere.
The
business had aimed for a better class of commercial disco, not the usual
down-market girly pub. They would never have run Viet and Thai girls from a
location like that.
No
harm done and none intended.
The Brit. Food & Bar manager saw the problem and started an on-line
campaign that finally ended in de-registration.
Difficult
to strike the right kind of note; and of course nothing so important as the tag
to get the punters keen.
(No
significant State library known to this writer can compete with the stock on
the shelves of Singapore National in Bugis devoted to marketing, branding, the
psychology of the consumer, thrill purchasing, extreme high adventure shopping
and merchandising. Consequently on the streets here a paradise, shopping
destination second to none.)
November 11 2011, The Straits Times, p. B6 Home.
No comments:
Post a Comment