With National day around the corner, OuterEdit was approached to celebrate the achievements of our nation in an unconventional and engaging manner.
With Millenia Walk’s arresting architecture in mind, we proposed a strategy to position Millenia Walk in closer alignment with the typology of an exclusive indoor shopping street.
To bring this vision to life, we organised a suite of initiatives designed to enliven the streets and hallways of Millenia Walk with colour, sound and vibrancy.
Reflective the tremendous transformation that Singapore has undergone in the past 50 years, we called upon to a community of notable young creatives to showcase their abilities across various disciplines.
These individuals included:
From product design, to street furniture, live art sessions, and musical acts, it was important for us to curate each act to showcase a local mind at work whom shoppers could enjoy and interact with in meaningful ways.
Reading ‘MW Loves Local', most initiatives were anchored by around a 9 meter-long custom carpentry installation that was designed to evolve over time as the guest artists added their colourful touches amidst supportive shoppers. The MW Loves Local initiative reinforced Millenia Walk’s support for local ingenuity, and in our humble opinion, indicative of her new found energy.
Campaign Strategy, Creative Direction, Content Curation,
Street Furniture, Installation Design
Mix & Match
Live Art Sessions