For the 2021 Chinese New Year festivities in Millenia Walk, we wanted to celebrate the new found resilience and energy to burst into the new year, with a strong focus on these goals: happiness within, prosperity in life and a constant progression. We created an environment in the mall that represents the positive energy and optimism, in a tasteful and experiential way for the shoppers.
We decided to transform the Christmas tree installation to a floral-themed spectacle that could last beyond
just the New Year festivities and until the end of Spring. By repurposing the Christmas tree structures, we also hoped
to be a little kinder on our environment. View the 'Celebrate Our Greatest Givers' Christmas 2020 installation here.
From the iconic conical tree shapes, we broke the form and spruced it up into a fresh, new look. The vibrant floral display celebrated embracing fresh beginnings with renewed cheer and optimism. Green shoots flourished into a breathtaking explosion of life and colour, expressing our hope for continued progress in 2021. The large bouquets also complemented our energetic and dynamic campaign branding theme of 'Blooming New Year'. View the Key Visual here.
Our floral displays continued to be 'grammable backdrops and a must-see amongst shoppers. We loved every single angle and unique framing shot by these amazing instagrammers!
Creative Direction, Art Direction & Design