MW Meets Global Artistry: Monument to Movement By Wade and Leta
Brand Experiences – Brand Strategy – Graphic Design
Millenia Walk – Artist Takeover
Since embarking on the journey to rebrand Millenia Walk as the MW Creative Neighbourhood in 2022, we’ve been steadfast in evolving the mall beyond its traditional boundaries. We set out to transform it into a community-led destination that tells stories in fresh and unexpected ways—where creativity meets connection, and artistry sparks conversation.
This year, we set our sights even higher, reflecting on the long-term vision of the MW Creative Neighbourhood. We took a bold leap to cement the brand’s identity as a vibrant curator and connector of creativity, blending the best of local talent with global artistry. The result is a full-blown artist takeover in the mall, inviting international duo, Wade and Leta, to create a show-stopping installation that’s as bold as it is brilliant, redefining what it means to celebrate the festive season in style.
Crafting the Artist Takeover
In line with the bold new direction of MW Creative Neighbourhood, our strategy was to curate a lineup of regional and international artists whose creative sensibilities would push boundaries while staying true to MW’s vibrant identity. We sought artists whose works had never been showcased in Singapore, ensuring the season would spark a new wave of curiosity and excitement across audiences.
From this approach emerged our headliners, Wade and Leta — the New York City-based creative duo known for their cheeky, hyper-graphic approach to design. Their world is a delightful mix of bold colors, playful shapes, and emotional energy that blurs the lines between art, design, and everything in between. From cheeky compositions to unconventional identities, they’ve made a name for themselves by crafting visuals that are as joyful as they are striking.
Creative Duo That Makes Music for Your Eyes
Wade and Leta are New York City-based artists celebrated for their quirky aesthetics and crisp design sensibilities. Their work is a delightful mix of bold colors, playful shapes, and emotional energy that blurs the lines between art, design, and everything in between. From cheeky compositions to unconventional identities, they’ve made a name for themselves by crafting visuals that are as joyful as they are striking.
We chose Wade and Leta for their knack for creating immersive works that explore space and invite interactivity. Their unique blend of scale, playfulness, and sustainability was a perfect fit for MW’s Creative Neighbourhood, adding a spark of wonder to the space and resonating with MW’s shoppers. Their unconventional aesthetics, bold use of color, and kinetic components—crafted with minimal materials—delivered a dynamic yet responsible festive experience.
Seasons In Motion
With Wade and Leta on board, the very first MW Creative Neighbourhood festive takeover resulted in a stunning mall-wide transformation that ushered in the spirit of celebration. Titled Moving Wonders, the campaign invited shoppers to immerse themselves in a world where joy is always in motion, as the space transformed into a vibrant tapestry of festivity. From the twinkle of Christmas lights to the hues of Lunar New Year, the neighbourhood became a canvas of endless festivities.
The spirit of celebration flowed through every corner, connecting hearts and creating spontaneous moments of joy. Each experience built upon the last, with every shared smile and connection keeping the festive spirit alive. MW Creative Neighbourhood set a new benchmark for how celebrations can truly come to life.
Wade and Leta’s Creative Marvel
Designed by Wade and Leta, the festive installation, MONUMENT TO MOVEMENT, reimagines the dynamism and rhythms of the seasons. Standing at an impressive 13 meters tall, it’s not just the tallest installation in MW Creative Neighbourhood history—it’s also the very first kinetic sculpture at Millenia Walk. Visitors are welcomed by a dazzling structure featuring up to 70 of Wade and Leta’s iconic shapes, with 50 of them spinning and swirling in mesmerizing motion. Aimed at everyone and anyone, the installation invites interaction from all ages, evoking excitement and wonder through its freestanding swings that are as playful as they are captivating.
This sculpture is more than a festive centerpiece—it’s a living, evolving canvas. Starting as an abstract Christmas tree, it transforms into a vibrant celebration of Lunar New Year. Inspired by the energetic bursts of fireworks and the playful tossing of Lo Hei—a tradition symbolizing togetherness and abundance—the installation’s dynamic shapes capture the joy and movement of the season.
With each new phase, the installation changes colors and adds elements, mirroring the joy and shared spirit of Christmas and Lunar New Year. Sustainability was at the heart of the design, using readymade metal beams designed for cyclical use and spinning components crafted from biodegradable and recyclable cardboard.
After the festivities, the artwork will find new life as modular sculptures around the neighbourhood, embodying the lasting impact of sustainable and conscious design. This installation not only delights, but also redefines how art can inspire and sustain.
From Immersive Art to Take-Home Treasures
To complete the artist takeover experience, we collaborated with Wade & Leta to transform their main key visual into an array of striking campaign graphics for Millenia Walk. The visual system, inspired by elements from the installation in dynamic 3D form, captured a sense of movement and celebration. These visuals were seamlessly integrated across the mall, adorning hanging banners, glass door entrances, LED screens, and promotional materials. Together, they created a cohesive and immersive environment that extended the installation's festive spirit. Both physical and digital touchpoints were thoughtfully designed to amplify engagement and enhance the overall visitor experience.
To accompany the installation, we also oversaw a collaboration between Wade & Leta and local illustrator Puffingmuffin to create exclusive merchandise, including a bean bag, umbrella, and notebook. These uniquely designed items were offered as part of a Gift-With-Purchase campaign, giving shoppers a memorable keepsake with a minimum spend, while promoting engagement and increased spending within the mall.
A Celebration of Togetherness and Prosperity
As the season transitions from Christmas to Chinese New Year, the sculpture transforms from its conical Christmas tree form into a lively representation of Lo Hei—the cherished tradition of tossing ingredients symbolizing togetherness and abundance. This evolution brings a wealth of additional moving elements, capturing the vibrancy of shared moments and the spirit of prosperity. Shoppers are invited to gather at the heart of the installation, where the celebration of unity and good fortune takes center stage. The dynamic transformation reflects the joy and renewal of the Chinese New Year, creating a space where festive energy flows and abundance follows.
Delightful Buzz: The Installation’s Media Spotlight
The launch of the installation attracted fantastic media coverage, which we’re incredibly grateful for. Wade and Leta were featured in a radio interview with Melanie Oliveiro on the CNA938 Life & Style segment, where they shared their creative vision behind the project. The installation was also featured on Designboom, a respected international design platform with 4.1 million followers, as well as local publications like Female Magazine, Nylon SG and Plural Art Mag.
We are truly thankful to have partnered with Wade and Leta to bring their vision to life, and for their openness, creativity, and spirit of collaboration!
Artistic Direction, Installation Design & Key Visual Design: Wade and Leta
Campaign Conceptualisation & Oversight, Artist Curation, Artist Management, Production Management & Collateral Rollout: OuterEdit
Spatial Production: 2iDEAS
GWP Illustration Collaborator: Puffingmuffin
Videography: Vincent Cheong
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