Following the success of Millenia Walk’s inaugural Design campaign in 2018, and continuing the relationship with Singapore Design Week as a satellite partner, the main objective of the Design campaign was to show how design is for everyone.
For the 2019 edition of the Design campaign, we focused on how design plays a part in the home. We set out to showcase Millenia Walk as both a home of design, as well as a second home - a comfortable, designed space where shoppers are free to play create and appreciate creativity in a fun and accessible manner.
The branding of the Millenia Walk Design Play Space campaign depicted a sense of play by creating an abstract space that is likened to exploring, uncovering & discovering the many facets of Millenia Walk. The visual system drew inspiration from graphical and architectural abstractions of the Millenia Walk space, paired with common home materials such as metal, wood and glass finishes, simple lines and angled material walls to create various dimensions. This was matched with a typeface that is modern and sophisticated, yet also playful to further emphasise the playful personality of the activation.
We created the Design Play Space as an interactive playground where play was infused into resting spaces inspired by local playgrounds of the past, paired with modern touches. Tying it back to home and interior design, the PlaySpace’s various surfaces incorporated different interior materials and finishes including ceramic tiles by Hafary, wood by Wood&Wood and laminate, bringing an eclectic mishmash of familiarity and the new that invites everyone - young and old - to play and discover.
Throughout the duration of the campaign, we were thrilled to see shoppers of different ages - including many families with young children - thoroughly enjoying themselves on the PlaySpace, with its different nooks for people to rest on and the slide to play on.
As children played at the Play Space, parents & homeowners were exposed to a variety of pop-up shops, materials and interior design showcases.
Platforms like the Qanvast Materials Fair were an opportunity for home owners to see how numerous materials, colours and textures could be paired with each other, which we hope gave them inspiration on how they can play with and pair different materials within their homes.
Images of Qanvast Materials Fair. Courtesy of Qanvast.
Creative Direction & Art Direction
Graphic Design & Development
Curation & Programming