A 2.7 ha prime site in the heart of the city centre along the Beach Road, Ophir and Rochor Road corridor was put up for sale by the Urban Redevelopment Authority on Monday.

The site is in the confirmed list of the Government Land Sales Programme in the first half of this year.

The strategic site is a natural extension from the established convention, office, hotel hub at Marina Centre.

This new growth area is envisioned to become an exciting 24/7 mixed-use cluster, said the URA on Monday. It will comprise integrated developments with office, hotel, retail, entertainment and residential uses, all set within an attractive garden-like environment.

'New developments in the Beach Road/Ophir-Rochor Corridor will inject vibrancy and activities into this part of the city and form a new office cluster for financial and business institutions that will complement the existing financial district at Raffles Place and Marina Bay,' said URA.

Flanked by the historical districts of Kampong Glam and Beach Road and in close proximity to the bustling, arts, cultural, entertainment and educational hub at Bras Basah. Bugis, this new growth area has the potential to be an exciting commercial hub offering a diverse range of entertainment, cultural and lifestyle attractions.

With a maximum gross floor area (GFA) of about 160,000 sqm, it is slated for a mixed-use development.

In line with the planning visions for the Ophir-Rochor Corridor, the proposed development will have at least 40 per cent of the total GFA for office use, and at least 15 per cent of the total GFA for hotel and hotel-related uses. The remaining GFA can be for office, hotel or other complementary commercial and residential uses.

Future development will have direct basement level connections to the new Bugis Interchange MRT station, with immediate access to the existing East-West RTS line and the Downtown RTS line that is expected to be ready in 2013.

This will provide the future development with convenient rail connection to the financial and business hub at Raffles Place and Marina Bay as well as the shopping, dining and entertainment destinations at Orchard Road and Singapore River. It will also have a direct access to Singapore Changi Airport via the East Coast Parkway.

'Given its strategic location, the site is envisioned to be developed with high-quality buildings with contemporary architecture and innovative urban design that respond positively to the surrounding fine-grain, street-based conservation areas and the lush, mature greenery to create a high-density, sustainable development, incorporating environmentally-friendly design and technologies,' said URA.

The land parcel, which has the potential for a high-rise 40-storey development, will also enjoy unobstructed panoramic views across the city to Marina Bay and the new Sports Hub at Kallang.