New Beginnings at the MW Creative Neighbourhood
Millenia Walk –
Spring Awakening CNY' 23
Spring, a season of new beginnings, brings an air of renewal and possibility. This sentiment perfectly mirrors the ethos of the MW Creative Neighbourhood, where every fresh start serves as a gateway to explore novel and distinctive pursuits.
In our ongoing quest to explore new and responsible ways of designing festive setups, we seized the opportunity to evolve our Christmas With Our Trees (CWOT) initiative by refreshing the entire centrepiece for the Lunar New Year.
A Spring Awakening
Just as Spring breathes new life into the world, we approached the project with a similar sense of renewal, aiming to create a distinct experience separate from Christmas. Expanding on our connection with our local ecology, we were inspired by the theme of a 'Spring Awakening,' where the MW Seed Tree serves as a canvas for growth and transformation.
This concept resonated deeply with us, turning the Seed Tree into a metaphorical playground where we challenge ourselves to redefine and reshape its representation. Our goal was to craft a unique experience that not only captures the vibrancy of the season but also reflects the unique essence of MW Creative Neighbourhood—a place where creativity, community, and the joy of new beginnings converge in a harmonious celebration of life.
We approached this by envisioning how the MW Seed Tree would evolve with the changing seasons. For Christmas, through CWOT, we honoured our local trees by charting their lifecycle from Seed to Upcycled, demonstrating how fallen trees can find new purposes. With the arrival of Spring, we saw an opportunity for the MW Seed Tree to come alive, embodying the vibrant energy of the new season.
To express the concept of ‘Spring Awakening’, we explored a range of motion-based mediums, moving away from the static forms of Christmas. We collaborated with Gabriel Chan, lighting designer extraordinaire, to develop an immersive theatrical light show.
A Revelry of Lights & Colours
With Gabriel’s expertise and the support of our partners—Aperture, True Colour Media, and Showtec—the MW Seed Tree was transformed into a digital garden through the innovative use of sounds and lights with over a hundred LED pixel bars mounted to the structure.
Visitors were treated to an immersive showcase featuring multi-coloured pulsing illuminations and delightful soundscapes. The showcase included three captivating storylines, each lasting three minutes, designed to brilliantly represent Spring.
The stage was set with ‘Spring in Full Bloom,’ where visitors could witness the transformation from a serene white winter wonderland to a burst of vibrant colours, signalling the awakening of life.
Next, ‘Joyous Reunions’ celebrated the Lunar New Year’s theme of reunions and heartfelt connections, emphasizing the warmth of community and shared traditions. This segment highlighted the presence of not just family, but also cherished friends, creating a tapestry of love and support.
The show concluded with ‘Growing Together,’ capturing the vibrant energy of spring through a celebration of the many individuals in our community. This segment showcased the richness that diversity brings, forging connections that weave a colourful narrative of understanding and acceptance.
Coming Together Byte by Byte
To seamlessly tie the entire experience together, we developed a visual system that blends digital elements with natural floral imagery. We drew inspiration from pixels to represent how each individual contributes to the collective growth of the MW Creative Neighbourhood. These pixels, part of our core graphic language, were transformed into floral motifs, symbolising hope and beauty.
Our flexible visual system was adapted into collaterals that complemented both physical and digital spaces. Like blooming flowers, these collaterals adorned various areas of Millenia Walk. This included hanging banners, red packets, and pixel cubes that served as exhibition panels around the MW Seed Tree. The pixel cubes presented the anchoring concepts behind each of the three light shows. Clad in acrylic mirrors and coloured films, the cubes captured subtle light reflections from the main centrepiece.
We were particularly excited to unveil our red packet designs, which featured a pair of Spring blossoms—Primrose and Allium—intentionally chosen for their festive symbolism. A myriad of colourful pixels formed the flowers, which were further enhanced with a holographic and silver foil finishing, a design element that echoed throughout the red packets and their holder.
Growing Together
The outcome of the Lunar New Year initiative was an unconventional expression of Spring, reflecting the Millenia Walk Creative Neighbourhood’s spirit of innovation. Through our showcase of movement and energy, we aimed to delight visitors with the overflowing optimism emanating from every corner of Millenia Walk.
Creative Direction, Spatial Direction, Art Direction & Design
OuterEdit
Production Partners
Showtec Group
True Colour Media
Aperture
Artist Collaborators
Gabriel Chan
Photography
Soong Li-Shya
Millenia Walk
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