New Vibes in Old Spots - The Worries vs The Potentials? To run a successful business, besides the quality of products and services, the location is another key factor. This is especially so for indie and trendy establishments which often choose to set up in unconventional locations. And as a result, locations like Joo Chiat and Holland Village, with their unique architectural designs, have become the foothold of many such establishments. However, the resulting higher human traffic in these areas also command relatively higher rentals as well and many new setups often have to find new, relatively unknown and therefore lower rental locations. What are the pros and cons of being the first in a non-established location? And what are the worries when the location becomes a popular hangout place?