The Challenge

One thing’s for sure, design is a lot more than just looking great. To us, design is also more than functionality. Good design can improve the way we live, work, and play – it’s all about the intangible experience.

So how can we bring design concepts and bold, abstract ideas to Millenia Walk while not diluting their positioning as “Singapore’s Premium Local Mall”? The next question is then, how can we make it relevant and interesting to the shoppers?

The Solution

Working with Singapore Design Week 2019 and Millenia Walk, we created an O2O (online to offline and offline to online) experiential campaign to help different audience segments interpret what good design means to them and understand how good design should help us in our work, play, and spaces.

Stretching the creative from just an aesthetic campaign, we also brought “Design Thinking” to the mall where shoppers could have a voice and get to pen down their thoughts on how design can change our lives for the better.

Lastly, an upside-down photo booth was set up in Millenia Walk to help shoppers imagine the possibilities beyond gravity.

02. Collections Overview
03. Collections Details

The Results

With objectives of (1) Highlighting how good design should not be just aesthetically pleasing but also be useful, and (2) Driving engagements and footfall to the Mall, we managed to weave in content and activations that draw attention and actions from our shoppers, followers and community.

Hundreds of sticky notes were pasted on our “What Is Good Design To You” wall along with our Instagram hashtag #WhatIsGoodDesign.

Families also thronged the ‘trick-eye” photo booth concept installation to take Instagrammable pictures for sharing on their social feeds.