With the world’s tallest indoor waterfall at its core, Jewel Changi Airport has caused quite a social stir with its “very Instagrammable” appeal since its launch in April.

“(Right from) the entrance, the temptation to whip out your phone is enormous,” said Ivan Tan, the senior vice president of corporate and marketing communications at Changi Airport Group, speaking at the Mumbrella Asia Travel Marketing Summit in Singapore. “I’m pleased to say we didn’t spend a lot of media dollars. A lot of it has really been earned.”

But the extremely photogenic US$1.25b (S$1.7b) mall addition to the ‘world’s best airport’ in Singapore was born out of pure pragmatism.

As Tan candidly commented during his onstage chat with Mumbrella Asia general manager Dean Carroll, Jewel sits on the site of a former open-air carpark in Terminal 1 that “many people didn’t want to use because of bird droppings”.

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