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HERITAGE CONSERVATION USING THE ‘GROUPON’ METHOD ON LOVE LANE, GEORGETOWN, PENANG.

UNIVERSITI TEKNOLOGI MARA

ILI MAZHUSNA BINTI MUKHTAR 2008328593

ARK 597 RESEARCH PAPER BACHELOR OF SCIENCE (HONS.)(ARCHITECTURE) FACULTY OF ARCHITECTURE, PLANNING AND SURVEYING UNIVERSITI TEKNOLOGI MARA, SHAH ALAM SEPTEMBER 2012 – JANUARY 2013  


Research  Paper   Ili  Mazhusna  Mukhtar   B.Sc  Architecture  08  (2008328593)   Faculty  of  Architecture,  Planning  and  Surveying   Universiti  Teknologi  MARA  

      PUBLIC  PARTICIPATION  ON  HERITAGE  CONSERVATION  IN   LOVE  LANE,  GEORGETOWN,  PENANG.           Semester  September  2012  –  January  2013           Supervisor:  En.  Syed  Sobri  Syed  Zubir   Faculty  of  Architecture,  Planning  and  Surveying   Universiti  Teknologi  MARA    


HERITAGE CONSERVATION USING THE ‘GROUPON’ METHOD ON LOVE LANE, GEORGETOWN, PENANG.

This report has been submitted to the Department of Architecture, Faculty of Architecture, Planning and Surveying, Universiti Teknologi MARA, to fulfil the requirement of JSB 467/ARK 557 RESEARCH PAPER course.

Prepared by: Name

: ILI MAZHUSNA BINTI MUKHTAR

UiTM No.

: 2008328593

Programme

: BACHELOR OF SCIENCE IN ARCHITECTURE (Hons.)

Year/Semester

: 2013 / 08

Session

: September 2012 – January 2013

Faculty

: Faculty of Architecture, Planning and Surveying

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DECLARATION

I hereby declare that this research paper and the research to which it refers are the product of my own work and that any ideas or quotations from the work of other people, published or otherwise are fully acknowledged in accordance with the standard academic practices. Name

: ILI MAZHUSNA BINTI MUKHTAR

UiTM No.

: 2008328593

This research had been checked by: Supervisor

: Prof. Madya Syed Sobri S. Zubir

Course Coordinator

: Dr. Mimi Zaleha Binti Abdul Ghani

_____________________________

____________

Signature of Supervisor

Date:

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Signature of Supervisor

Date:

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ACKNOWLEDGEMENT

This  research  would  not  have  been  completed  without   the  guidance  and  encouragement  from  my  supervisor,  Syed   Sobri  Zubir,  throughout  the  academic  program.   I   would   also   like   to   acknowledge   and   express   my   appreciation   to   the   two   aspiring   architect,   Muhammad   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman,   who   were   also   our   senior   from   Master   of   Architecture   programme  in  Universiti  Teknologi  Mara,  whom  had  shared   their  design  project  as  my  descriptive  analytical  study.     I  would  also  like  to  thank  my  friends  and  family  whom   had  supported  and  helped  me  either  indirectly  or  indirectly   along  the  way  to  complete  this  research.   Lastly   to   our   course   coordinator   Dr.   Mimi   Zaleha   Binti   Abdul   Ghani   that   has   been   guided   us   throughout   this   course  subject.  

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ABSTRACT

This   research   paper   is   to   critically   review   a   proposed   urban   design   scheme   done   by   Muhammad   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman   from   the   ‘Urban   Design   Research   Laboratory   –   UDRL’   studio   under   the   supervision   of   Syed   Sobri   Zubir.   This   proposal   was   on   the   conservation   of   Love   Lane,   Georgetown,   Penang.   My   research  study  would  be  to  critically  analyse  the  main  idea   of   the   proposed   scheme   where   the   ‘groupon   method’   has   been   used   in   the   conservation   of   the   place.   In   order   to   reappraise   the   proposed   scheme   a   framework   of   the   basic   principles   and   standards   established   by   UNESCO   Convention   Concerning   the   Protection   of   the   World   Cultural   and  Natural  Heritage  (1988)  has  been  used.  These  covers:  i)   careful   recording   and   research   before   intervention.   ii)   Minimum   alteration   of   historic   fabrics.   Iii)   Minimal   risk   of   significant   loss,   damage   or   uncertainty   in   performance   through   intervention.   iv)   Respect   for   the   quality   of   place.   v)   Retention   from   the   original   structure.   Hopefully,   this   study   could   be   used   as   reference   for   others   to   conduct   similar   type  of  research  and  other  related  inquiries.  

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TABLE&OF&CONTENT&

ACKNOWLEDGMENT& ABSTRACT!!

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1!

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1.1!

Introduction! !

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1.2!

Statement!of!the!Problem!

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1.3!

Purposed!of!study!

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1.4!

Aim!of!Research!

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1.5!

Objectives!of!Research!

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1.6!

Scope!of!Study!

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1.7!

Limitations!

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1.8!

Methodology! !

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! LITERATURE&REVIEW& &

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CHAPTER&2:& ! !

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INTRODUCTION& !

2.1!

Introduction! !

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2.2!

Conservation!and!restoration!of!!

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heritage!treasure!

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2.2.1! Heritage!

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2.2.2! Conservation! !

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2.3!

Social!mechanism!system!‘Groupon’! !

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!!!!!!!2.4!!!!!!!!Existing!Proposal! !

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! CHAPTER&3:&

CRITICAL&REVIEW&

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3.1!

Introduction! !

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3.2!

Project!setting!!

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3.2.1! Case!study!–!Existing!Proposal!

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3.2.2! Participant!

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3.2.3! Research!design:!

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3.2.4! Public!intervention:!Public!Realm!

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3.3!

Proposed!project!review!

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Public!Funded!conservation!mechanism!

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! CHAPTER&4:&

ANALYSIS&AND&FINDINGS&

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CONCLUSION! !

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! REFERENCES!

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LIST&OF&FIGURES& & Figure&1:!The!plan!of!the!Love!Lane,!Georgetown,!Penang.!

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Figure&2:!Key!Strategies!that!will!be!the!spine!action!course!for!the!!!!!!!!!!!!!!!!!!!!!!!! ! !!!!!!!!!!conservation!effort.! ! ! ! !! ! !!!!!21! Figure&3:!Scenario!diagram!illustrating!the!relationship!between!! !!!volume!of!investment!block!sold!against!project!realization! &&&&24! Figure&4:!Example!of!program!insertion!proposal!for!conservation! !!!!!!!!!!!!!!!!!purposes.!The!project!will!bring!a!lot!of!interest!to!the! !!!!!!!!!!!!!!!!!public!and!investors!alike.!

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!!!!!!!!!!!!!!!intervention!linkages!and!association!diagrams.!

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Figure&5:!Property!status!of!the!Love!Lane!enclave,!!!

Figure&6:!Index!diagrams!of!the!Love!Lane!urban!blocks,!! !!!inner!streets,!pedestrian!access!and!courtyards.! Figure&7:!Collection!of!street!installation!that!interacts!with! !!!!!!!!!!!!!!!!!the!visitor.! ! ! ! ! ! !

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LIST&OF&TABLE& & Table&1:&Analysis!on!the!implementation!of!the!basic!principles!and!! &&&&&&&&&&&&&standard!towards!the!existing!proposal!!!!!!!!!!!!!! ! ! !!!!!39!!!!!!!!!!!!! !


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

CHAPTER  1:  INTRODUCTION   1.1 INTRODUCTION     Penang   is   well   known   for   its   heritage   character   especially   in   the   city   of   Georgetown   with   more   than   200   years   of   urban   history.(Chai,   2011).     According   to   NORHISHAM   and   RAHMAN   (2012)   ever   since   its   inception   during   the   rule   of   the   Malay   Sultanate,   George   Town,   Penang   has   always   been   a   port   city.   The   strategically   located   in   the   Malacca   Strait   makes   the   attention  for  British  to  conquer  for  military  purposes.  After  they  realized  that   the   island   is   not   suitable   for   military   needs,   it   was   converted   into   a   trading   port.  Travelers  around  the  globe  that  pass  by  the  Malacca  Straits  will  lodge  to   the  island  to  rest,  refill  resources  and  participate  in  trading  marketing.  By  the   sailors  all  around  the  globe  leads  to  a  multi  racial  community  which  growing   the  city’s  population.     All   the   travelers   and   traders   came   to   the   island   to   rest   and   pampered   themselves  before  they  set  sail  again.  These  travelers  will  stay  along  the  Love   Lane   and   will   be   entertained   by   young   ladies   and   will   be   accompanied   throughout   their   long   stay,   some   say   this   was   where   the   sailors   met   the   island’s   ladies   among   the   bamboo   groves,   and   that’s   how   Love   Lane   got   its   name.    There  is  no  complete  agreement  as  to  how  Love  Lane  got  its  name.    

1  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

   

There  is  a  belief  that  it  was  named  after  a  British  officer  named  Love,  but  

this  has  not  been  verified.  ”.  The  local  Chinese  say  the  rich  men  who  lived  on   the  adjacent  road,  Muntri  Street  kept  their  mistresses  along  Love  Lane.   There  is  also  the  somewhat  far-­‐fetched  theory  that  Love  Lane  was  named   after   the   self-­‐   flagellation   procession   staged   by   Shitte   Muslims   who   in   the   early   19th   century,   paraded   from   the   Indian   Muslim   settlements   in   Chulia   Street   through   Love   Lane,   on   their   way   to   the   sea,   while   the   performed   painful  rituals  of  flogging  themselves,  in  remembrance  of  the  Ali,  son-­‐in-­‐law   of  the  Prophet  Muhammad.   Love   Lane   is   full   of   intimate   places,   the   sound   of   which   has   lusty   connotations,   boasting   the   narrowest   five-­‐foot   way   in   town.   The   Love   Lane   has  been  remarkably  a  traveler’s  transit  for  over  200  years  and  until  today  it   carries   on   its   unique   role.   Thus   the   intention   of   the   research   is   to   preserve   and  conserve  the  original  functions  of  the  site  to  the  traveler’s  heart.  As  they   visiting  Penang,  it  will  become  the  local  host  for  local  and  foreign  tourist,  as   they   can   appreciate   the   identical   role   of   Love   Lane.   Love   Lane   will   be   their   first   location   before   they   venture   into   different   parts   of   Penang.   As   it   functions  as  a  temporary  accommodation  area  for  travelers  and  it  will     enhance   the   vibrant   of   racial   and   cultural   in   Love   Lane,   Georgetown’s   Heritage  City  Site,  (NORHISHAM  &  RAHMAN,  2012).   2  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  The   main   task   of   this   study   is   to   critically   review   a   proposal   on   the   conservation   of   the   Love   Lane,   Georgetown,   Penang   by   Muhammad   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman.   Their   proposal   scheme   is   based   on   The   Love   Lane   Pilot   Project   on   experimental   attempt   of   heritage   restoration   using   a   social   mechanism.   The   inner   working   of   the   project   is   heavily  dependent  upon  technology  and  internet  infrastructure  that  was  not   possible   10   years   ago.   By   harnessing   the   power   of   communication   through   the  internet,  the  project  would  be  able  to  reach  more  people  in  a  wider  age   range  to  participate  in  this  restoration  effort.  As  a  public  experiment,  the  key   tool   for   everyone   interested   for   the   betterment   of   this   project   will   be   a   website,   with   a   simple   interface   that   will   show   the   options,   planning   and   development  of  the  project  on  a  real  time  plan.  If  enough  shares  are  sold,  the   project  will  commence  immediately.  Since  conservation  costs  are  high,  shop   lot  owners  as  well  as  the  general  public  does  not  actually  have  a  large  sum  of   money  to  conduct  a  conservation  project  individually.  Only  by  parcellation  of   project   cost,   can   people   invest   by   buying   smaller   parcels   of   shares   of   the   conservation  project.      

3  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

1.2 STATEMENT  OF  PROBLEM.     Based  on  the  urban  design  project,  as    they  stated  on  the  hypothesis,  that   one   of   Penang’s   most   remarkable   treasures   are   the   historical   shop-­‐houses,   sadly  the  condition  of  them  are  degenerating.  Thus  Penangites  and  tourists   can’t  appreciate  the  full  potential  that  these  unique  treasures  have  to  offer.   The   back   lanes   of   the   shop   lot-­‐houses   used   to   be   a   mere   linkage   for   sewerage   disposal   left   in   buckets   to   be   collected   from   these   alleys   during   back   days.   But   today,   these   area   become   wasted   urban   voids   as   there’s   no   more   activities   nor   even   pedestrians   are   seen   along   the   back   lanes.   The   potential  of  typology  of  urban  fabric  is  seen  without  depriving  the  shop  lots   of   their   heritage   value.   Furthermore,   both   tourist   and   locals   are   able   to   occurrence   new   exciting   spaces   of   the   shop   lot-­‐houses   that   enhance   up   to   stunning  pedestrianized  back  lanes,  (NORHISHAM  &  RAHMAN,  2012).   According   to   Chai   (2011)   the   development   of   culture     heritage   tourism   in   Penang  do    not  merely    depend  on  the  conservation  efforts  to  preserve  the   historic  buildings  in  the  Georgetown  inner-­‐city  but  also  have  need  of  strong   involvement   of   the   local   people   who   make   up   the   bulk   of   ‘living’   and   ‘moving’  culture  of  Penang.     With  possible  urban  design  intervention,  this  place  could  be  improved  in   terms  of  its  responsiveness  not  only  to  the  visitors  but  also  to  the  quality  of   the  environmental  and  business  there.   4  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

1.3 PURPOSED  OF  STUDY     The   purpose   of   the   study   is   to   review   and   identify   the   proposed   urban   design   which   has   been   focuses   on   the   commercial   value   for   the   lane   to   become   activator   of   the   main   activities   for   the   area.   Basically,   the   study   is   about  reviewing  and  proposing  urban  ideas  that  comprises  strategies  which   on  how  to  conserve  the  study  area,  the  Love  Lane.  This  design  research  is  to   propose  an  intervention  to  the  public  realm  to  make  this  place  more  livable   and  interesting  for  all  to  visit.  A  mechanism  is  needed  in  order  to  assure  the   success   of   the   proposed   intervention.   The   mechanism   that   been   used   by   both   Muhammad   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman   is   the   social  mechanism  that  involve  in  this  experimental  research  is  the  ‘Groupon’   method  where  consumer  makes  purchases  trough  online  system  or  known  as   online   shopping.   It   is   to   show   whether   this   social   mechanism   method   working  or  not  to  consult  the  conservation  effort.          

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

1.4 AIM  OF  RSEARCH   The   aim   of   this   research   is   to   endorse   the   technique   of   using   social   mechanism  ‘Groupon’,  the  online  shopping  method,  in  strategy  contribution   towards   conservation   and   restoration   of   city   heritage.   Through   this   study,   the   overall   research   will   review   the   mechanism   that   will   initiate   the   intervention  to  the  lane.     1.5 OBJECTIVE  OF  RESEARCH   The   objectives   of   the   research   on   social   mechanism   system   in   heritage   conservation  project  are;     i.

To  identify  the  issues  in  the  Love  Lane.  

ii.

To  compare  the  situation  with  other  case  studies  by  exploring  in  other  places   or  parts  of  the  world.  

iii.

To  identify  the  solutions  and  propose  urban  design  strategies  and  programs   for  interventions  in  order  to  conserve  the  lane.  

iv.

To   produce   effective   urban   design   ideas   and   concepts   this   will   become   the   activator  of  the  area.  

   

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

1.6 SCOPE  OF  STUDY   This  design  research  on  the  area  identified  as  Love  Lane  is  the  study  that   will   try   to   evaluate   the   existing   proposal   by   students   in   improving   the   environmental   quality   of   the   place   through   urban   design.   By   reviewing   the   works   it   is   possible   to   identify   alternative   solution   in   the   form   of   urban   design  strategies  for  future  intervention.     1.7 LIMITATION   The  limitations  of  this  research  will  base  on  the  chosen  case  study  on  the   Love  Lane.  The  research  will  be  limited  to  finding  problems  and  proposing   solution  in  the  case  study.  The  aim  of  this  study  is  to  review  and  provide   critical  comments  on  the  existing  proposal  on  Love  Lane.                   7  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

1.8  METHODOLOGY   Basically,   this   research   design   employ   a   ‘descriptive   analytical’   method.   The  process  in  doing  this  study  comprises:-­‐   i.

Reviewing   –   proposed   urban   design   project   done   by   Muhammad   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman   from   Urban   Design   Research   Laboratory   (UDRL)   studio   on   the   conservation   of   Love   Lane,   Georgetown,   Penang.  

ii.

Literature   review   –   the   basic   principle   and   standard   of   conservation  which  based  on  the  international  charters.  

iii.

Critical  evaluation  

iv.

Comments   on   generated   Urban   Design   scheme   and   proposal  done  by  Muhammad  Qhawarizmi  Norhisham  and   Yasmin   Abdul   Rahman   from   Urban   Design   Research   Laboratory   (UDRL)   studio   on   the   conservation   of   Love   Lane,  Georgetown,  Penang.  

        8  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

CHAPTER  2:  LITERATURE  REVIEW   2.1 INTRODUCTION  

  Figure  1:  The  plan  of  the  Love  Lane,  Georgetown,  Penang.  

The  literature  review  will  focus  on  several  key    areas  that  relate  with  the   research   which   leads   to   background   study   of   1)   Conservation   and   restoring   heritage   treasure   2)   social   mechanism   system   ‘Groupon’:   the   information   technology  method  that  used  in  the  urban  design  project  as  the  mechanism   strategy  for  conservation  development.  The  study  also  will  make  evaluation   based  on  the  original  Urban  Design  project  with  others  perspective  point  of   reviewing.      

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

2.2 CONSERVATION  AND  RESTORATION  OF  HERITAGE  TREASURES   2.2.1  Heritage   Heritage  is   the   legacy   of   physical   artifact   and   intangible   attributes   of   a   group  or  society  that  are  inherited  from  past  generations,  maintained  in  the   present   and   bestowed   for   the   benefit   of   future   generations.   According   to   (Chai,   2011),   heritage   is   not   only   about   the   past.   It   is   about   the   present   generation   who   continues   to   cherish   and   to   learn   about   the   vibrant   and   glorious   history,   culture   and   past   civilization.   It   is   about   cultural   traditions,   places  and  values  that  people  proudly  preserve  (Collins  1983).  According  to   The   National   Trust   for   Historic   Preservation   in   the   United   States,   cultural   heritage  tourism  is  defined  as  travelling  to  experience  the  places,  artefacts’   and  activities  that  authentically  represent  the  stories  and  people  of  the  past   and   present.   It   includes   cultural,   historic   and   natural   resources.   Heritage   tourism   can   be   classified   as   a   subclass   of   cultural   tourism,   defined   by   the   World   Tourism   Organization   (1985)   as   the   movements   of   persons   for   essentially   cultural   motivations   such   as   study   tours,   performing   arts   and   cultural  tours,  travel  to  festivals  and  other  related  events.           10  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

In   Malaysia,   heritage   has   also   been   identified   as   one   of   the   new   niche   products  to  be  developed  extensively  in  tourism  development.  Georgetown,   Penang   as   one   of   the   most   complete   surviving   historic   city   centre   on   the   Straits   of   Malacca,   with   a   multi-­‐cultural   living   heritage   originating   from   the   trade   routes   from   Great   Britain   and   Europe   through   the   Middle   East,   the   Indian  subcontinent  and  the  Malay  Archipelago  to  China,  the  heritage  culture   and   buildings   in   Penang   have   become   among   the   most   valued   assets   in   Malaysia,  because  she  is  consisting  of  a  jumble    of  old  temples,  churches  and   mosques,  white  stucco  colonial  mansions,  rows  of  tiled  Chinese  and  Muslim   Indian   shop   houses,   and   ornate   clan   houses   guarded   by   stone   dragons.   Walking  through  Penang’s  narrow  old  streets  within  the  Georgetown’s  inner   city   carries   anyone   through   the   relics   of   time.   The   streets   of   Georgetown,   Penang  keep  Lim  Tiam  Chai  /  Systems  Engineering  Procedia  1  (2011)  358–364   361  thousands  of  untold  stories  of  human  interaction  with  mankind,  the  built   environment   and   God.   The   historic   buildings   in   Georgetown,   some   aged   more   that   200   years,   were   once   regarded   as   “abandoned”   buildings.   Not   until   recently   have   these   buildings   been   revisited,   appreciated   and   revitalized.  Conservation  and  tourism  activities  have  given  these  abandoned   buildings  a  new  life.  Paralleled  with  the  growing  interest  of  heritage  tourism   and  the  global  influx  of  the  alternative  tourists,  tourist  arrivals  in  the  heritage   cities  have  improved  over  the  years.  (Chai,  2011).    

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  According  to  Harun  (2011),  the  concept  of  heritage  is  invariably.  UNESCO’s   Convention   Concerning   the   Protection   of   the   World   Cultural   and   Natural   Heritage  (1972)  has  defined  cultural  heritage  by  the  classification  of:-­‐     i.

Monuments:     Architectural  works,  works  of  monumental  sculpture  and  painting,   elements  or  structure  of  an  archeological  nature,  inscriptions,  cave   dwellings   and   combinations   of   features,   which   are   outstanding   universal  value  from  the  point  of  view  of  history,  art  or  science.  

ii.

Groups  of  buildings:   Groups  of  separate  or  connected  buildings  which,  because  of  their   architecture,  their  homogeneity  or  their  place  in  the  landscape,  are   of  outstanding  universal  value  from  the  point  of  view  of  history,  art   or  science.  

iii.

Sites:    Works  of  man  or  the  combined  works  of  nature  and  of  man,  and   areas   including   archeological   sites   which   are   of   outstanding   universal   value   from   the   historical,   aesthetic,   ethnological   or   anthropological  points  of  view  

 

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

2.2.2  Conservation    

Based  by  Harun  (2011),  Conservation  is  the  action  taken  to  prevent  decay  

and  manage  changes  of  historical  buildings.  However  what  is  the  concept  or   method   should   be   taken   to   conserve   heritage   buildings?   The   true   concept   of   conservation   is   preserving   the   authenticity   of   the   heritage   base   on   the   original  or  historical  evident.  Authenticity  is  a  process  or  desire  to  reveal  the   true   nature   of   an   object.   The   United   Kingdom   Guidance   for   Practice   (UKIC,   1983),   defines   conservation   as   ‘the   means   by   which   the   true   nature   of   an   objects   is   preserved.   The   true   nature   of   an   object   includes   evidence   of   its   origins,   its   original   construction,   and   the   materials   of   which   it   is   composed   and  information  as  to  the  technology  used  in  manufacture.    

 The   basic   principles   and   standards   of   conservation   which   contain   in  

international  charters  are:     i.

Careful  recording  and  research  before  intervention:     The   intention   in   conserving   and   restoring   monuments   is   to   safeguard   them   no   less   as   works,   of   art   than   as   historical   evidence,   thus   during   the   first   phrase   have   to   ensure   the   quality  of  the  heritage  treasure  is  in  maximum  condition.        

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  ii.

Minimum  alteration  of  historic  fabrics:   The  conservation  project  should  be  in  minimum  adjustment  so   that   the   heritage   value   still   valuable   and   remain   its   historic   feature  concept.  

iii.

Minimal   risk   of   significant   loss,   damage   or   uncertainty   in   performance  through  intervention:   During   the   conservation   intervention   it   have   to   assure   that   less   and   minimum   damage   to   the   monument   thus   it   will   maintain  its  value  and  richness.  

iv.

Respect  for  the  quality  of  place:   The  conservation  that  has  been  made  to  one  heritage  treasure   must  imply  the  quality  to  its  original  concept.  

v.

Retention  from  the  original  structure:   The   minimum   alteration   only   can   be   made   from   its   original   condition  so  that  it  will  remain  its  historical  uniqueness.            

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  Historic  conservation  is  an  endeavor  that  seeks  to  preserve,  conserve  and   protect   buildings,   objects,   landscapes   or   other   artifacts   of   historical   significance.   The   aim   of   heritage   conservation   is   to   ensure   that   the   cultural   significance   of   heritage   places   is   retained   for   future   generations   to   enjoy.    

Conservation  means  all  the  processes  of  looking  after  a  place  so  as  to  retain   its   cultural   significance.   It   includes   maintenance   and   may,   according   to   circumstances,   include   preservation,   restoration,   reconstruction   and   adaptation  and  will  commonly  be  a  combination  of  more  than  one  of  these.   According   to   Pence,   Botha,   and   Turpie   (2003),   the   conservation   costs,   to   both   the   public   and   private   sector   (including   expanded   obligations   from   new   legislation),   were   first   modeled   and   then   analyzed   in   a   Geographic   Information   System.   Conservation   of   heritage   resources   brings   about   wiser   decisions  concerning  development  and  one’s  personal  and  collective  quality   of   life.   Authenticity   is   paramount   in   conservation   efforts   and   the   authentic   representation  history  should  be  everyone’s  goal.             15  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

According   to   Pence   et   al.   (2003)     in   recent   years,   conservation   planners   have  emphasized  a  need  for  strategies  for  managing  whole  landscapes,  not   just   strict   reserves,   in   order   to   reach   conservation   goals   (Margules   and   Pressey,  2000).  In  the  past,  the  location  and  design  of  protected  areas  were   largely  limited  by  economic  and  political  constraints.  This  has  resulted  in  sub-­‐ optimal   levels   of   biodiversity   conservation   (e.g.  Pressey   et   al.,   1996  and  Heydenrych  et  al.,  1999).  Although  the  inherent  limitations  of  strict   reservation   as   an   approach   to   biodiversity   protection   are   now   more   widely   recognized,   constraints   still   exist   and   options   for   further   reservation   are   rapidly   diminishing.   Given   these   circumstances,   off-­‐reserve   management   approaches,   as   a   complement   to   reserves,   warrant   greater   emphasis   and   examination   (Binning,   1997).   Many   innovative   off-­‐reserve   conservation   programs   and   mechanisms   have   been   developed   to   strengthen   existing   protected  area  networks.  It  is  unlikely,  however,  that  such  mechanisms  will   be  sufficiently  formalized  in  policy  and  law  until  both  their  conservation  and   economic   merits   have   been   more   adequately   demonstrated,   particularly   in   developing  countries  (Langholz  et  al.,  2000).        

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

Based   on   Azhari   and   Mohamed   (2012),   Heritage   building   conservation   in   Malaysia  is  still  at  its  infancy  (Mohd  Isa  et  al,  2011).    However  the  effort  to   preserve   and   conserve   has   started   a   few   decades   ago,   but   only   within   the   last  decade  the  efforts  have  seen  tremendous  achievement.    This  can  only  be   witnessed   through   the   establishment   of   National   Heritage   Department   in   2006   and   also   the   enforcement   of   the   National   Heritage   Act   2005   (Harun,   2011).      

Azhari   and   Mohamed   (2012)   again   stressed   after   all,   the   government  

through   the   implementation   of   relevant   legislations   and   the   authority’s   policy     play   an   ultimate   duty   to   encourage   public   participation   to   together   safeguard   the   nation’s   heritage.     In   the   end,   it   is   vital   to   understand   that   heritage   building   conservation   is   a   infinite   resource   and   that   in   their   existence  there  is  not  only  embodied  energy,  but  also  the  spirit  of  the  people   and  identity  of  the  country.      Malaysia  had  initiated  the  effort  of  conserving   heritage   buildings   just   approximately   30   to   40   years   ago.   The   awareness   is   slowly  increasing;  though  it  is  rather  slow.  Extra  efforts  on  conserving  these   buildings   can   bring   immense   benefits   to   the   country   especially   for   future   generation,  (Azhari  &  Mohamed,  2012).  Samadi  and  Yunus  (2012)  enhanced   that   the   problem   with   conservation   is   it’s   limitation   of   control   within   the   individual  lot  of  shop  houses  unit  only.       17  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

The  establishment  of  special  area  plan  such  as  ethnical  enclave:  Little  India,   China   Town   and   Malay   Cultural   Village   are   in   the   process   to   improvise   the   problem,   but   the   approach   is   used   to   be   limited   to   the   conservation   of   individual  building  only  and  not  the  space  in  between!  What  happen  to  the   public  space  which  is  the  space  in  between  conserved  heritage  buildings?  In   response  to  the  call  of  particularization  of  competitive  product  in  the  global   age;  the  image  and  identity  of  our  heritage  commercialization  of  shop  houses   has   a   great   impact   towards   a   creation   a   place   rather   than   just   a   new   conserved  buildings.                     2.3 SOCIAL  MECHANISM  SYSTEM  ‘GROUPON’.  

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

The   term  social   mechanisms  and  mechanism-­‐based   explanations   of   social   phenomenon   originate   from   the  philosophy   of   science.   Social   media   have   increasingly   become   popular   platforms   for   information   dissemination.   Recently,  companies  have  attempted  to  take  advantage  of  social  advertising   to   deliver   their   advertisements   to   appropriate   customers.   The   success   of   message   propagation   in   social   media   depends   greatly   on   the   content   relevance  and  the  closeness  of  social  relationships,  (Li  &  Shiu,  2012).  Li  and   Shiu   (2012)   also   state   that,   social   media   provide   users   with   an   excellent   platform   to   share   and   receive   information   and   give   marketers   a   great   opportunity   to   diffuse   information   through   numerous   populations.   An   overwhelming   majority   of   marketers   are   using   social   media   to   market   their   businesses,   and   a   significant   81%   of   these   marketers   indicate   that   their   efforts   in   social   media   have   generated   effective   exposure   for   their   businesses.     As   Robey   and   Azevedo   (1994)   stated   that   Information   technology   can   help   preserve   institutionalized   practices   in   an   organization,   and   it   can   operate   as   a   catalyst   for   change.   Because   cultural   analysis   encompasses   these   opposing   organizational   processes,   it   helps   to   explain   the   diversity   of   outcomes  experienced  after  information  technology  is  implemented.    

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

 Robey  and  Azevedo  (1994),  also  stated  the    more    elementary    issue    is  the     observation     that     information     technology’s   social     consequences     are     indeterminate     because     technology     has     both     material     and     socially   interpreted     properties     (Bijker,     Hughes,     &   Pinch,     1987).   Information   technology   is   more   “interpretively   flexible”   than   other   technologies,   which     allows    its    developers    and    users    to  “reinvent”    even    its  material    properties     during     use   (Orlikowski,     1992).   Diverse     social     interpretations     of     the     same     material     technology     may     help     to     account     for     diversity     in   their     organizational    consequences.   Groupon   is   a  deal-­‐of-­‐the-­‐day  website   that   features   discounted   gift   certificates  usable  at  local  or  national  companies.  Slade,  Hawkins,  and  Teng   (2012)  stated  that  Groupon,  founded  in  2008 ��by  CEO  Andrew  Mason,  is  the   market  leader  in  the  daily  deal  industry.  The  company  has  shown  impressive   growth   since   2009,   now   with   approximately   150   million   subscribers   worldwide  and  1.6  billion  dollars  of  revenue  in  2011.i  But  the  industry  itself  is   still   very   new,   with   investors   waiting   for   Groupon   to   demonstrate   bottom   line   profitability.   According   to   Erdoğmus   and   Çiçek   (2011),   Online   group   buying,   which   is   a   system   that   provides   daily   discounts   for   various   services   and  products,  is  a  new  form  of  marketing  at  the  junction  of  promotion  and   pricing  that  had  attracted  the  attention  of  both  practitioners  and  academia.    

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

The   system   proved   successful;   and   just   in   a   short   time,   lots   of   clone   group   buying   web   sites   has   sprung   and   spread   throughout   the   world.   The   main   reason  for  that  boom  is  that  the  method  provides  a  win-­‐win  situation  to  the   shareholders   of   the   systems,   the   firms   and   the   customers,   (Erdoğmus   &   Çiçek,  2011).   Taking   advantage   of   Web   2.0's   user-­‐participation   and   social   networking   capabilities,   social   shopping   intermediaries   have   emerged   as   a   promising   online   liaison   between   merchants   and   consumers   by   offering   group   discount   deals   to   price-­‐sensitive   customers   and   early   technology   adopters,  (Lee  &  Lee,  2012).  Lee  and  Lee  (2012)  again  stated  that,  despite  the   importance   of   electronic   commerce   in   the   economy,   compared   to   large   firms,  small-­‐  and      medium-­‐sized  merchants  have  faced  a  number  of  barriers   to   the   adoption   of   innovations   and   access   to   potential   customers—mainly   due   to   limited   resources.   However,   the   recent   development   of   social   shopping  intermediaries  now  enables  these  merchants  to  tap  into  a  sizeable   pool   of   local   consumers.   Social   shopping   intermediaries,   such   as   Groupon   and   Living   Social,   not   only   provide   information   reach   and   richness   to   customers   and   participating   merchants,   but   also   make   use   of   social   networking.   Arabshahi   (2010),   state   that,   from   a   simple   perspective,   Groupon   is   a   mediation   platform   that   connects   people   seeking   bargains   with   merchants  who  are  willing  to  provide  them.    

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  From   another   perspective,   it   is   an   online   couponing   system.   But   neither   description   does   the   model   justice.   A   better   way   to   gain   insight   is   to   think   of   Groupon  as  a  monetization  strategy.  The  company  has  a  very  large  number   of   email   subscribers   and   has   figured   out   how   to   monetize   them   in   a   self-­‐reinforcing  virtuous  cycle.  They  do  it  by  providing  something  of  value  to   merchants.       2.4 EXISTING  PROPOSAL    

This  research  paper  is  critically  reviewed  on  the  project  by  the  Urban  

Design  Research  Laboratory  (UiTM)  students,  Muhammad  Qhawarizmi   Norhisham  and  Yasmin  Abdul  Rahman  on  the  conservation  of  the  Love  Lane   pilot  project  in  Georgetown,  Penang.  Basically  their  project  design  is  an   experimental  attempt  of  heritage  restoration  using  a  social  mechanism.   According  to  them,  the  inner  working  of  the  project  is  heavily  dependent   upon  technology  and  internet  infrastructure  that  was  not  possible  10  years   ago.  Since  conservation  costs  are  high,  shop  lot  owners  as  well  as  the  general   public  does  not  actually  have  a  large  sum  of  money  to  conduct  a   conservation  project  individually.         22  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

CHAPTER  3:  CRITICAL  REVIEW   3.1  INTRODUCTION    

The   overall   research   design   employed   a   descriptive   analytical   method  

which  will  analyze  both  theoretical  standard  principal  and  the  urban  design   project   by   Muhammad   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman   from   Urban   Design   Research   Laboratory   (UDRL)   studio   on   the   conservation   of  Love  Lane,  Georgetown,  Penang.      

Throughout   the   research,   an   analysis   of   reviewing   their   project   will   be  

one  of  the  processes  in  doing  this  study.  Other  than  that,  the  research  study   also   will   criticize   their   urban   design   project   with   the   literature   review   from   established   source.   By   then,   critical   evaluation   will   be   evaluated.   And   comments  will  be  conduct  on  generated  Urban  Design  scheme  and  proposal   done   by   Muhammad   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman   from   Urban   Design   Research   Laboratory   (UDRL)   studio   on   the   conservation   of  Love  Lane,  Georgetown,  Penang.          

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

3.2  PROJECT  SETTING   The  urban  design  project  of  Love  Lane  in  Georgetown,  Penang  done   by    Qhawarizmi  Norhisham  and  Yasmin  Abdul  Rahman  was  selected  for  this   study   research   as   for   the   heritage   conservation   include   with   a   mechanism   strategy   to   conduct   the   project   which   the   lane   that   always   become   a   historical  place  to  visits  by  the  tourists.  The  intention  of  the  case  study  of  the   project  is  to  preserve  the  original  site  function  with  the  mechanism  strategy   to   conduct   as   it   can   win   travelers’   heart   within   a   contemporary   context.   According  to  this  UDRL  project  by  them,  the  Love  Lane  will  become  the  local   host   for   tourists   from   both   the   local   and   foreign   scene   when   they   visit   Penang.  The  hub  will  cater  all  their  travelling  needs  just  as  what  the  area  has   been   serving   for   the   past   hundreds   of   years.   Love   Lane   will   be   the   tourist's   base   location   before   they   venture   out   into   different   parts   of   Penang.   This   rejuvenation   of   the   site's   native   function   as   a   temporary   accommodation   area   for   travelers   will   once   again   bring   the   vibrancy   of   racial   and   cultural   diversity   that   once   enlivened   the   festivals   in   Love   Lane,   Georgetown's   Heritage  City  Site.          

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

3.2.1  CASE  STUDY  –  EXISTING  PROPOSAL.  

  Figure2:  Key  Strategies  that  will  be  the  spine  action  course  for  the  conservation  effort.    (  photo  taken  from  mdrxa.wordpress.com  )  

According   to   the   urban   design   project   done   by   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman,   on   the   conservation   of   heritage   project,   the   Love   Lane   Pilot   Project   is   an   experimental   attempt   of   heritage   restoration   using   a   social   mechanism.   The   inner   working   of   the   project   is   heavily  dependent  upon  technology  and  internet  infrastructure  that  was  not   possible   10   years   ago.   By   harnessing   the   power   of   communication   through   the  internet,  the  project  would  be  able  to  reach  more  people  in  a  wider  age   range  to  participate  in  this  restoration  effort.  As  a  public  experiment,  the  key   tool   for   everyone   interested   for   the   betterment   of   this   project   will   be   a   website,   with   a   simple   interface   that   will   show   the   options,   planning   and   development  of  the  project  on  a  real  time  plan.  If  enough  shares  are  sold,  the   project  will  commence  immediately.  Since  conservation  costs  are  high,  shop   lot  owners  as  well  as  the  general  public  does  not  actually  have  a  large  sum  of   money  to  conduct  a  conservation  project  individually.  Only  by  percolation  of   project   cost,   can   people   invest   by   buying   smaller   parcels   of   shares   of   the   conservation  project.  

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

3.2.2  PARTICIPANT   Their   urban   design   project   is   basically   will   involve   a   public   participation   to   perform   the   strategy   and   stated   that,   in   order   to   ensure   a   successful   outcome,   the   conservation   mechanism   will   be   played   by   three   parties.  These  key  players  play  an  important  role  in  the  restoration  effort  of   the  heritage  enclave.  These  players  are  the  subscriber,  expert  and  host.     Subscriber:   The   Investors   and   Users:   The   public   can   invest   and   propose   projects   within   the   designated   site.   This   public   participation   fulfils   local   demand,   collects   community   fund,   and   contributes   to   the   future   of   Penang  heritage.  The  public  will  develop  the  selected  site  for  the  experiment.   It  can  be  public  or  private  and  his/her  suggestion  will  lay  the  foundations  of   the   new   project   so   that   the   project   will   not   be   made   solely   by   theoretical   decisions.  The  public  becomes  the  dominator  as  they  can  invest  and  propose   projects   within   the   designated   site.   This   public   participation   allows   new   generations  to  contribute  to  the  future  of  Penang  heritage.        

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  Expert:   The   consultants:   A   group   of   consultants   will   assist   and   execute   the   agreed   conservation   intervention   from   the   collected   fund.   The   expert   will   supervise   the   post   intervention   procedures   to   ensure   the   programs   are   run   smoothly.   The   collaborator   with   preservation   and   sustainable  knowledge  will  be  the  one  that  suggests  specific  solutions,  taking   into   account   the   different   studies   and   researches   made   after   the   public   proposes  a  designated  program.     Host:   The   Owner:   Shop   lot   owners   will   be   able   to   maintain   their   ownership   towards   their   property.   They   can   propose   a   vision   for   their   property  before  investment  blocks  are  put  up  for  sale.  When  their  property  is   successfully   operational,   they   can   choose   to   run   the   business   or   set   up   a   representative   managing   body.   By   hosting   various   programs,   the   heritage   shop   lots   unite   to   form   a   cooperative   relationship   with   the   investors   to   conserve  and  benefit  financially  from  the  project.           27  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

3.2.3  RESEARCH  DESIGN:  PUBLIC  FUNDED  CONSERVATION  MECHANISM   The   urban   design   run   by   both   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman   in   the   project   highlighted   the   conservation   efforts   of   the   heritage   build   form   in   Penang   run   by   the   NGOs   and   charismatic   individuals   is   slow  and  inefficient,  mainly  due  to  funding  difficulties.  The  new  mechanism   of  conservation  will  involve  the  public  as  one  of  the  main  share  holder.  The   mechanism  draws  fund  from  the  general  public  which  includes  development   for  economical  regeneration  and  social  sustainability.    

  Figure3:  Scenario  diagram  illustrating  the  relationship  between  volume  of  investment  block  sold  against  project   realization  (photo  taken  from  mdrxa.wordpress.com)    

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  Love   Lane   Pilot   Project   (LLPP)   Committee   will   conduct   and   run   the   development  under  the  blessing  of  the  Penang’s  State  Government.  General   description  on  how  the  mechanism  will  work  is  fairly  similar  to  the  Groupon   online   shopping   experience.   Certain   deals   will   be   posted   online   and   if   the   product  attracts  enough  buyers,  the  product  will  be  sold  with  the  discounted   price.  The  adaptation  made  for  this  mechanism  is,  instead  of  product,  it  will   be   a   heritage   development   project   and   if   the   proposal   attracts   enough   investors,  the  project  will  commence.  The  mechanism's  operation  will  follow   the  action  flow  as  described  below   Step  1:  Opening  up  the  Property     The  intention  to  open  the  property  for  investment  will  come  from  the  owner.   As  the  owner  realises  the  economic  potential  of  his  property,  he  refers  to  the   LLPP  committee  to  device  a  proper  and  suitable  proposal.   Host  :    

 

Signing  letter  of  agreement  to  open  property  with  the  

LLPP.   Subscriber  :    

None.  

Expert  :  

   

Evaluate  property  market  value  and  the  feasibility  studies.  

LLPP:    

 

Upload  project  to  the  website  and  start  the  promotion  of                                  

the  project.     29  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

Step  2:  Programs     The  owner  will/can  propose  a  vision  for  the  development  of  his  property.  The   public   can   contribute   to   the   blueprint   of   the   development   with   vital   information  such  as  preference,  market  demand  and  context  suitability  thru   polls  and  surveys.     Host  :    

 

Subscriber  :      

 

Provide  vision  for  the  development.   Answer  surveys,  polls  and  give  suggestions  for  the      

                     development.  

Expert  :      

Provide  development  guidelines  and  proposal  suggestions  

LLPP:    

 

Conduct  polls  and  surveys  online  and  gather  assessment    

 

                     information  for  the  development  brief.  

 

  Figure4:  Example  of  program  insertion  proposal  for  conservation  purposes.  The  project  will  bring  a  lot  of  interest  to   the  public  and  investors  alike.  (photo  taken  from  mdrxa.wordpress.com)  

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR    

Step  3:  Investment     The  proposal's  research  conducted  by  LLPP  will  eventually  produce  a  design   brief.   A   competent   design   team   will   be   selected   to   redesign,   provide   a   conservation  plan  and  business  plan  for  the  new  enterprise.  The  proposal  will   be   uploaded   on   the   internet   along   with   other   additional   information.   The   project  cost  will  be  divided  into  smaller  investment  blocks.     Example:     A  RM200,  000  hostel  conversion  project  will  be  divided  into  100  investment   blocks  of  RM2000  each.    These  investment  blocks  can  be  purchased  online  by   the  public  via  the  website.  If  all  investment  blocks  are  sold,  the  construction   of  the  project  will  commence.   Host  :    

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None  

Subscriber  :    

Purchase  investment  block  if  they  are  interested  in  the    

 

proposal.  

 

 

Expert  :      

Prepare  design  proposal,  business  plan  and  advertising    

 

 

strategies.  

LLPP:    

 

Moderate  and  regulate  fund,  legalize  investment  block    

 

 

 

ownership  and  apply  development  order  from  the  State    

 

 

 

government.  

 

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  Figure5:  Property  status  of  the  Love  Lane  enclave,  intervention  linkages  and  association  diagrams.    (photo  taken  from  mdrxa.wordpress.com)  

Step  4:  Intervention     After   paperwork   and   permits   have   been   obtained,   the   construction   and   conservation   efforts   will   commence   through   surveillance   of   the   conservation   architect.   He   will   supervise   the   construction   to   ensure   heritage   values   will   not  be  undermined  by  modern  construction  methods.   Host  :    

 

Run  the  business  or  set  up  a  representative  managing  

body.   Subscriber  :    

Gain  profit  based  on  their  volume  of    investment  blocks.  

Expert  :     Give  business  consultation  and  preservation  guidelines.   LLPP:    

32  

 

Promote  the  new  conservation  effort  in  the  mass  media.  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

3.2.4  PROGRAM  INTERVENTION:  THE  PUBLIC  REALM.  

  Figure6:  Index  diagrams  of  the  Love  Lane  urban  blocks,  inner  streets,  pedestrian  access  and  courtyards.    

Both  Qhawarizmi  Norhisham  and  Yasmin  Abdul  Rahman’s  urban   design  project  mentioned  that  the  project  can  be  easily  divided  into  three   main  components.  The  secondary  network  consists  of  street  and  lane,  the   heritage  shop  lots  and  the  Love  Square.  These  components  are  inter-­‐related   in  the  urban  structure  and  programming  effort  will  become  the  glue  for  the   three  entities  to  combine  spatially.   Secondary  Network:  Street  &  Lane  Programming   The   back   lanes   of   the   shop   lots   once   became   the   services   route   of   sanitation   and   garbage   service   collection.   As   modern   systems   of   sanitation   and  garbage  collection  emerged,  the  role  of  the  back  lanes  has  faded  away.   In   Love   Lane   Pilot   Project,   the   back   lane   of   the   inner   urban   block   will   be   reclaimed  as  the  main  pedestrian  connection.    Previously,  they  are  seen  as  a   liability   and   a   separator   of   building   rows.   We   on   the   other   hand   see   it   as   a   binding  layer  of  rows  to  form  a  city  block  as  a  whole.       33  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  As   a   result,   all   rows   have   multiple   frontage   exposure   to   both   vehicular   and   pedestrian   networks.   The   back   lanes   also   act   as   safe   car-­‐free   corridors   which   are   disabled-­‐friendly   and   child-­‐friendly   due   to   the   absence   of   road   curbs   and   vehicles.    These  transform  the  dynamics  of  social  interaction  that  happen  in   the   perimeter   of   the   urban   block   into   a   more   congregated   inner   block   of   social  interaction  among  users.     Regeneration:  Heritage  Shop  Lots   The  existing  typology  of  shop  lot  design  in  the  vicinity  of  Georgetown   usually  features  an  inner  courtyard.  These  courtyards  play  an  important  role   to  ventilate,  and  provide  enough  natural  lighting  into  the  shop  lot.  This   unique  feature  of  spatial  quality  poses  a  very  flexible  spatial  planning  that   can  be  converted  into  contemporary  programs  such  as  hostels,  boutiques,   restaurants  and  various  others,  contributing  to  the  formation  of  international   hub  transit.        

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

Public  Plaza:  Love  Square  

  Figure7:  Collection  of  street  installation  that  interacts  with  the  visitor.  

The   square   becomes   the   main   public   open   space   in   the   heritage   enclave  of  George  Town.  It  not  only  hosts  a  vast  variety  of  public  activities,   but  acts  as  the  primary  urban  green  lung.  Its  pavement  consists  of  6  different   materials   which   breathe   and   cleanse   the   city’s   harmful   residue.   A   sub-­‐ basement  car  park  is  dedicated  for  hostel  visitors  and  transportation  vehicles   for  tourist  are  placed  under  the  square.  This  ensures  a  steady  flow  of  public   circulation  both  in  and  out  of  the  site  with  taxis,  chartered  vans  and  rented   vehicles.   The  square  serves  as  the  main  activity  hub  for  international  travelers   to   relax,   interact   and   appreciate   the   cultural   enclave   of   George   Town.   The   square  continues  to  penetrate  the  back  lanes  and  inner-­‐streets  with  a  similar   diagonal-­‐grid  pattern.     35  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

3.3  PROPOSED  PROJECT  REVIEW    

The   proposed   urban   design   project   on   conserving   the   heritage   value,  

Love   Lane   Pilot   Project   (LLPP)   done   by   Muhammad   Qhawarizmi   Norhisham   and   Yasmin   Abdul   Rahman   from   Urban   Design   Research   Laboratory   (UDRL)   studio,   is   basically   a   proposed   project   which   permits   public   participation   in   order  to  make  the  whole  proposed  idea  is  working.      

By   using   the   strategy   of   social   mechanism   ‘groupon   method’   the  

consumer   will   make   a   purchase   and   automatically   to   hold   a   shareholder   in   the  conservation  project  and  being  channelled  to  the  host  as  the  fund  for  the   conservation  project  will  held.      

The  overall  design  proposal  is  to  bring  back  the  historical  treasure  value  

of  the  lane  so  that  both  local  and  abroad  tourist  can  appreciate  the  heritage   value  that  the  lane  used  to  offer.      

Implementation   of   the   basic   principles   and   standards   in   the   design  

proposal   in   Love   Lane   Pilot   Project   that   used   social   mechanism   ‘groupon   method’   can   be   seen   throughout   the   design.   For   example,   the   basic   principles  &  standards,  i)  careful  recording  and  research  before  intervention   can   be   evaluate   through   their   research   on   the   historical   background   of   the   lane   and   leads   to   the   public   participation   to   know   on   what   they   contribute   with.    

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  ii)   Minimum   alteration   of   historic   fabrics.   This   criterion   can   be   evaluated   as   the   overall   design   is   just   to   bring   back   the   heritage   value   of   the   lane.   iii)   Minimal   risk   of   significant   loss,   damage   or   uncertainty   in   performance   through   intervention.   And   for   this   basic   principles   and   standards   it   will   be   conducted   as   to   maintain   the   performance   throughout   the   intervention.   iv)   Respect   for   the   quality   of   place.  As   they   stated   the   project   mechanism   has   to   notify   the   public   participation   about   the   heritage   quality   of   the   lane.   v)   Retention  from  the  original  structure.  As  for  the  overall  proposed  design  is  to   maintain  the  heritage  value  thus  the  conservation  project  will  not  made  any   changes  on  the  structure  of  the  Love  Lane.                   37  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

CHAPTER  4:  ANALYSIS  AND  FINDINGS.      

Throughout   the   research   study   of   this   urban   design   project   by  

Muhammad  Qhawarizmi  Norhisham  and  Yasmin  Abdul  Rahman  from  Urban   Design   Research   Laboratory   (UDRL)   studio   on   the   conservation   of   Love   Lane,   Georgetown,   Penang,   an   analytical   tabulate   data   has   been   produced   based   on   ‘does   the   existing   design   proposal   on   the   heritage   conservation   implement   the   basic   principles   and   standards   that   established   by   UNESCO   (1988)’.     Basic  principles  and   standards  in   conservation  of   heritage  project.       Careful  recording  and   research  before   intervention  

  Minimum  alteration  of   historic  fabrics  

38  

Implementation  of  the   basic  principles  and   standards  in  the  design   proposal  by  UDRL  that   used  social  mechanism   ‘groupon  method’.         YES  

  YES  

 

  Evaluation.  

Full  researches  on   historic  background  has   been  done  for  this  Love   Lane  Pilot  Project   design  proposal  and   assure  that  the   consumer  aware  and   notice  about  on  what   they  contribute  for  the   heritage  conservation.   The  overall  project  is  to   bring  back  the  heritage   value  towards  the  lane   and  maintain  the   historical  feature  as  for   both  Penangities  and  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

      Minimal  risk  of   significant  loss,  damage   or  uncertainty  in   performance  through   intervention    

      Respect  for  the  quality   of  place  

    Retention  from  the   original  structure  

 

 

  YES  

  YES  

  YES  

tourists  are  able  to   appreciate  the  full   potential  that  these   treasures  have  to  offer.   Throughout  the   conservation  project   between  the  consumer   (intervention  idea  &   funder)  and  the  host   (owner)  there  will  be  an   agreement  on  how  the   Love  Lane  Pilot  Project   will  ensure  that  the   overall  project  will   maintain  the   performance   throughout  the   intervention.     As    the  intention  of  the   project  to  bring  back   the  historical  value  to   the  Love  Lane,  the   project  mechanism  has   to  notify  the  public   participation  about  the   heritage  quality  of  the   lane.   This  Love  Lane  Pilot   Project  design  proposal   is  basically  to  ensure   that  the  historical   element  of  the  lane  will   always  remain  its   uniqueness  character      

Table  1:  Analysis  on  the  implementation  of  the  basic  principles  and  standard  towards  the  existing  proposal.  

 

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

CHAPTER  5:  CONCLUSION.   From  the  overall  research  study,  I  have  come  to  the  conclusion  that   by  using  online  group  buying  is  a  new  phenomenon  that  takes  advantage  of   both   online   marketing   and   social   media   influence.   Despite   its   regency,   the   online   group   buying   market   is   growing   at   a   fast   rate   throughout   the   world.   Whether  it  will  prove  to  be  an  effective  promotion  tool  of  marketing  or  not   will   be   seen   in   the   coming   years.   For   today,   it   is   important   that   companies   pay   attention   to   this   phenomenon   and   craft   a   well   thought   strategy   and   employ  it  if  it  is  suitable  for  them.     As   the   usage   of   the   social   mechanism   strategy   in   the   urban   design   project  which  is  the  ‘groupon  method’  the  conservation  work  for  the  site  can   be  handle  well  as  the  fund  is  being  collected  trough  the  public  participants.   Since  the  capital  financial  is  a  major  problem  in  conducting  the  conservation   of   heritage,   thus   by   this   strategy   of   purchasing   the   shareholder   will   contribute  to  the  heritage  conservation.   Furthermore,   the   Love   Lane   Pilot   Project   (LLPP)   on   conserving   the   heritage   value   of   the   lane   has   prove   that   the   overall   design   proposal   has   comply   their   strategy   of   using   the   social   mechanism   ‘groupon   method’   can   be  a  new  intervention  for  conservation  and  still  consider  the  important  of  the   basic  principles  and  standards  in  conservation  of  heritage  project.  

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  This   study   is   preliminary,   to   improve   the   understanding   on   the   subject   matter   of   new   mechanism   idea   for   intervention   of   conserving   the   heritage  treasure  value  built  upon  the  standard  agreement.                             41  

   


HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  REFERENCES.   Articles:   Arabshahi,  A.  (2010).  UNDRESSING  GROUPON.  16.     Azhari,   N.   F.   N.,   &   Mohamed,   E.   (2012).   Public   Perception:   Heritage   Building   Conservation  in  Kuala  Lumpur.  Procedia  -­‐  Social  and  Behavioral  Sciences,  50(0),  271-­‐ 279.  doi:  http://dx.doi.org/10.1016/j.sbspro.2012.08.033   Chai,   L.   T.   (2011).   Culture   Heritage   Tourism   Engineering   at   Penang:   Complete   The   Puzzle   Of   “The   Pearl   Of   Orient”.   Systems   Engineering   Procedia,   1(0),   358-­‐364.   doi:   http://dx.doi.org/10.1016/j.sepro.2011.08.054   Erdoğmus,   I.   E.,   &   Çiçek,   M.   (2011).   Online   Group   Buying:   What   Is   There   For   The   Consumers?   Procedia   -­‐   Social   and   Behavioral   Sciences,   24(0),   308-­‐316.   doi:   http://dx.doi.org/10.1016/j.sbspro.2011.09.138   Harun,   A.   P.   D.   S.   N.   (2011).   HERITAGE   BUILDING   CONSERVATION   IN   MALAYSIA:   EXPERIENCE  AND  CHALLENGES.  16.     Lee,   I.,   &   Lee,   K.   (2012).   Social   shopping   promotions   from   a   social   merchant's   perspective.   Business   Horizons,   55(5),   441-­‐451.   doi:   http://dx.doi.org/10.1016/j.bushor.2012.04.001   Li,   Y.-­‐M.,   &   Shiu,   Y.-­‐L.   (2012).   A   diffusion   mechanism   for   social   advertising   over   microblogs.   Decision   Support   Systems,   54(1),   9-­‐22.   doi:   http://dx.doi.org/10.1016/j.dss.2012.02.012   NORHISHAM,  M.  Q.,  &  RAHMAN,  Y.  A.  (2012).  Public  Funded  Heritage  Conservation   Project   in  Love  Lane,  Georgetown,  Penang.  10.     Pence,  G.  Q.  K.,  Botha,  M.  A.,  &  Turpie,  J.  K.  (2003).  Evaluating  combinations  of  on-­‐ and   off-­‐reserve   conservation   strategies   for   the   Agulhas   Plain,   South   Africa:   a   financial   perspective.   Biological   Conservation,   112(1–2),   253-­‐273.   doi:   http://dx.doi.org/10.1016/S0006-­‐3207(02)00413-­‐5   Robey,   D.,   &   Azevedo,   A.   (1994).   Cultural   analysis   of   the   organizational   consequences   of   information   technology.   Accounting,   Management   and   Information   Technologies,   4(1),   23-­‐37.   doi:   http://dx.doi.org/10.1016/0959-­‐ 8022(94)90011-­‐6   Samadi,   Z.,   &   Yunus,   R.   M.   (2012).   Conflict   of   Image   and   Identity   in   Heritage   Commercialization.   Procedia   -­‐   Social   and   Behavioral   Sciences,   50(0),   675-­‐684.   doi:   http://dx.doi.org/10.1016/j.sbspro.2012.08.070   Slade,  T.,  Hawkins,  O.,  &  Teng,  H.  (2012).  GROUPON,  INC.,  26.      

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HERITAGE  CONSERVATION  USING  THE  ‘GROUPON’  METHOD  ON  LOVE  LANE,  GEORGETOWN,  PENANG.  |  ILI  MAZHUSNA  BINTI  MUKHTAR  

  Websites:   [1]Love Lane, George Town, retrieved from http://www.penang-traveltips.com/love-lane.htm, 19/11/2011. [2] Penang State Government, Analysis of local and foreign tourists in Penang between 20052009, Official Report, 2009 [3] Groupon Inc., How It Works, retrieved from www.groupon.com, 15/11/2011. [4] Arts_Ed & Re-cap, George Town Architectural Walkabout (Brochure), CIMB Foundation, 2011. [5] Melaka & George Town Historic Cities of the Straits of Malacca (Brochure), George Town World Heritage Inc, 2010. [6] Tan Yeow Wooi, 'Heritage Shophouse Features' (Illustration), Melaka & George Town Historic Cities of the Straits of Malacca, Arts-Ed GTWHI. [7] Innovation Zone (M) Sdn. Bhd., Penang Tourism Calendar of Events 2011/12 (Brochure), June 2011.

 

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