Case Study


Singapore’s Creative Intersection

Formerly known as Funan DigitaLife Mall, the three-decade old Funan brand was recognised by Singaporeans as the go-to place for tech and IT products. However, half-empty shopping malls were becoming the norm with sales from the Great Singapore Sale dipping for consecutive years. Evidently, it was no longer sufficient to be just a “mall”.

In 2015, the first announcement of a three-year redevelopment of Funan DigitaLife Mall into a “creative hub” was made, and the team was roped in to future-proof the retail scene together with our expertise in branding and social media.

Envisioning Funan 2.0 as the energetic heart of Singapore’s Civic District, we built a passion-led retail model around interactive communities clustered into six passion themes of Tech, Craft, Play, Fit, Chic and Taste. These themes were also adopted as content pillars of Funan’s social media strategy which supported our many creatives in the form of social media posts, paid ads, and Instagram Stories.

With a combination of “hypebeast” creatives that resonate with our target audience – the Millenials, and strategic media buying, Funan is today, in the Top 10 social media leaderboard for shopping mall pages in Singapore. Funan is also consistently in the leaderboard as the Top 3 fastest-growing shopping mall pages in Singapore.

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