The “Faces of Millenia Walk” initiative was designed to celebrate the variety, depth and charisma of exciting and inspiring everyday individuals who each contribute to the Millenia Walk streetscape.
Our approach to the creative brief led to the creation of a surprising, yet striking photography series. Featuring select merchandise from Millenia Walk's tenants, the products were arranged to form different faces to reinforce the human-centeredness of the Millenia Walk brand, as well as her bold breakaway from a cookie-cutter mall experience.
Campaign Strategy, Creative Direction: OuterEdit
Graphic Design: OuterEdit
Art Direction & Photographer: Lenne Chai
OuterEdit was appointed to conceptualise, develop and execute a series of themed through-the-line promotional campaigns for Millenia Walk in line with her seasonal marketing priorities & objectives.
MW A Reunion to Remember
January - February 2016
Rediscover the warmth of togetherness this Lunar New Year. Leave your work at the oﬃce, your worries at the door. Come home to your loved ones, meet old friends and let joy spring forth. It’s time to make it a reunion to remember
-— Creative strategy, Conceptualisation, Curation, Creative Direction & Design
When was the last time you spent Christmas the way it was meant to be celebrated? Festivities, gifts and presents aside, the holidays are meant to be enjoyed with your loved ones – in a home that’s safe, warm and secure.
That’s exactly what we want to do for you this year. Come down with your friends and family. Soak in the music. Stroll through our weekend markets. Learn a new skill or two at our crafter’s workshops. All this and more at Millenia Walk.
Welcome to Millenia Walk, the Home of Christmas.
Leveraging Millenia Walk's grand interiors, we devised a holistic campaign experience aimed to create a warm and welcoming atmosphere that, above all else, fosters a sense of unity, authenticity, wonder and interaction.
Injecting personal, hand-crafted touches into the campaign experience, many of numerous touchpoints found throughout the compound were custom designed and handmade in collaboration with Desinere's Melvin Ong - among them, Singapore's Tallest Paper Christmas Tree.
Lead Agency: OuterEdit
Campaign Strategy, Creative Direction: OuterEdit
Curation & Programming: OuterEdit
Art Direction & Graphic Design: Black Mongrels
3D Visualisation: April Chen
In Collaboration with: Melvin Ong (Desinere), The General Company
In collaboration with Black Design and Pico Art, OuterEdit was invited be co-curator and executive producer for a VVIP Paddock Club Suite for the 2015 F1 Singapore Grand Prix .
Covering two floors, the overall creative/curatorial vision was to recreate a Peranakan experience that transports guests from past, to present through the adoption of custom decorative elements, bespoke commissioned art installations, graphic design and furniture pieces.
–— Done in collaboration with Black Design & Pico Art
The inaugural Vanda Suite is a hospitality suite for the 2015 Women’s Tennis Association Finals (WTAF) in Singapore.
Instead of potentially redesigning the suite brand each year in conjunction with a new theme, our system allows the master ‘Vanda Suite’ brand to be renewed and applied consistently to greater effect for future years. A lens through which all future suite themes can be administered through, a consistent suite brand empowers future suite designers to focus on improving the quality of content and overall guest experience - while leveraging the Vanda Suite’s accumulative recognition, standard & prestige.
–— Done in collaboration with Studio Emsemble
Hosting a top tier of local & foreign VVIPs over the 2014 FORMULA ONE SINGAPORE GRAND PRIX race weekend, we collaborated with Daniel Boey to conceptualize & design a top-notch 1600sqm hospitality experience that showcases the best of Singapore to the world through authentic story telling, custom fixtures, design features and classy red-carpet worthy sophistication.
The 2014 FORMULA ONE Singapore Grand Prix VVIP Paddock Suite (not the actual name) is an authentic reflection of the passion, determination and collaborative spirit portrayed by fellow Singaporeans through their various involvements in our local Grand Prix - be it through their permanent form of work, volunteerism, or even strong public sentiment.
Realising this could not have only depended on the ideas of one person or team. But in living up to the spirit of the theme, must have involved entire communities of contributors, and more than 100 creative collaborators to refine & interpret the notions in their own way, while staying true to the bigger picture at hand, and a seamlessly enriching guest experience.
24 stunning pieces of bespoke art,
1 compelling showcase of
An OuterEdit initiative, this project was birthed out of a desire to contribute to the celebration of Singapore’s golden jubilee year. This initiative was organised by ORBA (Orchard Road Business Association) and supported by STB (Singapore Tourism Board), as OuterEdit helmed the curation and production of this unique collaborative art installation. Pioneer Portraits contains 24 of Singapore’s most beloved milestones depicted by 24 of Singapore’s best and budding visual artists that were specifically handpicked for this initiative.
Set right in the heart of Orchard Road, Pioneer Portraits is envisioned to be an authentic and highly prominent visual dialogue designed to celebrate the people, stories & notable milestones of Singapore and her most iconic road.
View all portraits online
DAN WONG/ THE LETTER J SUPPLY / SOH EE SHAUN/ MONSTER GALLERY / ASTRALRAE/ BLACK MONGRELS / SI YING (AURRY) TAN / TANKY / NAT KWEE/ MSLATENIGHTJAM / TWISSTII/ SUN LEE SIEW LOO / MRYDETTE/ KAIYEE TAY/ ONO CREATES/ WANTON DOODLE / HEAGE/ MIGHTYELLOW/ PUFFINGMUFFIN/ MOMOROBO/ YELLOW MUSHMELLOW / STUDIO ENSEMBLE/ MONSTER LITTLE/ BLACK
A colourful world of different perspectives, open doors and opportunities, and witty fun in "vuja dé" - OuterEdit was commissioned to conceptualise & create a collaborative mural with local illustrators Natalie & Junyao for the launch of The Open Vault @ OCBC, a Fintech accelerator.
–— Done in collaboration with Natalie Kwee x Lin Junyao
Celebrating the achievements of the 2014/2015 cohort of graduates of the Lee Kuan Yew School of Public Policy, it was our pleasure to conceptualise, design and produce their yearbook. The client's challenge to us was simply to make it best yearbook the school had ever seen. We enjoyed working on this piece, and in many ways, became our small tribute to Singapore's founding father.
OuterEdit was commissioned to create a key visual for Singaporean singer / song-writer Olivia Ong. The artwork has been used for her latest line of limited edition merchandise, just ahead of her up-coming concert. Follow Olivia, and keep an eye out for them tees on Facebook!
In collaboration with Imaginary Friends Studio, and DLC, OuterEdit was entrusted with the conceptualisation, design and development of the 2014 Grand Prix Season Singapore (GPSS) key campaign visual.
A deliberate departure from the typical race visual, Ryan conceived the ‘ONE STOP NON STOP’ tagline and infused it within the key visual in hope to generate greater clarity, resonance, and meaning behind the GPSS initiatives.
“I wanted to portray Singapore as a destination in constant motion. The broadening and deepening of our experiences never stops - it's always different even if you visit the same place twice.” - Ryan
The ‘ONE STOP NON STOP’ campaign tagline is still in use by our clients till this day, and has been viewed by many in print, digital and broadcast media all around the world - most notably to a global television audience (est. 500million viewers) watching the Singapore F1 Grand Prix over race weekend.
The Singapore Tourism Board
Stanley Lau, a.k.a. ArtGerm / Imaginary Friends Studio
Over the span of 1 month, two designers from Singapore and two from Tokyo attempted to merge their ideas, dreams and creative styles by engaging in collaborating harmony like never before.
Welcome to the PARCO Singaporium TYO x SG Collab 2014!
Featuring homegrown fashion design stars Jun Okamoto (Tyo), Mashup (Sg), Michiko Suzuki (Tyo) and Saloni (Sg), they worked in pairs to create original works of art in turns by sharing remixing each other’s collaboration artwork. The result? Twelve awesome works of art crafted by our collaborative pairs specially for the PARCO Singaporium Pop-up, each with their unique design origins, and which would have never existed outside the collab itself!
Special limited edition T-shirts and Tote bags have been made from a selection of PARCOSingaporium TYO x SG Collab designs, and were snatched-up at the first ever Singaporium pop-up shop situated in Parco Shibuya Tokyo, Part 1!
Located at the heart of Singapore's most iconic shopping destination, Pedestrian Night on Orchard Road was a six-month pilot initiative designed to enhance street vibrancy through the creation of an integrated community space with activities ranging from street tennis, mass yoga, musical performances and national celebrations.
From brand design, photography, ATL advertising and on-ground branding, OuterEdit is proud to have been involved in this prestigious initiative, and thankful for the wonderful collaborators and friends for making the entire journey an enjoyable one.
photo credits: ORBA
illustration credit: A Pioneer Portraits illustration by Studio Ensemble
We had the privilege of creating the logo and postcard for the newly launched 'Conference Ambassador Programme Singapore' (CAP) by the Singapore Tourism Board. The highly prestigious programme works with some of Singapore's most influential business people and equips them with the necessary knowledge and resources to potentially attract businesses and conferences to one day station within Singapore.
"Creative people alter the way we see the world. They introduce the surprising, even shocking, alternative to the things we take for granted as permanent and unchanging. It must be said that it does not always work, but when it does, our world gets turned on its head. Suddenly, we wonder how we had put up so long with the bad and the ugly. Often, we cry, "Why didn't I think of that?", or. "I could have done that!" But the sad fact is that we did not, and the truth is that creativity is much harder than it seems."
Dr Milton Tan - 1954 - 2010
"I am so happy to be able to contribute in my little way to a fund that is being set up in my Father's name. Jointly organized by the National University of Singapore, and the Design Singapore Council, the Milton Tan Memorial Fund (MTMF) aims to support local architecture / design students with overseas scholarships as well as to further elevate architecture & design in Singapore. More updates available soon at www.arch.nus.edu.sg"
From the same people behind Sogurt, SOFRIES is a boutique french fry enterprise offering the fries and funky dips concept.
-— Brand Identity, Key Visual, Store Front & Collaterals design