MILLENIA WALK - A REUNION TO REMEMBER
We Parted the Sea of Same by Uncovering Fresh Ways to Celebrate Tradition
For many, the Lunar New Year is a celebration of togetherness, familial ties, and an excellent opportunity to overeat with family and friends. This is also the time where malls roll out the usual Chinese New Year decorations (some repurposed from the previous Christmas season), music and activities to create a warm, vibrant and inviting mood reflective of the festive occasion.
From previous work with Millenia Walk, we knew it was important for their brand to feel modern, refined and vibrant, so we set about strategizing and crafting a campaign that stood apart from the standard Chinese New Year routines.
Our goal was to build on Millenia Walk’s momentum as an exciting and upbeat place to shop, dine and unwind over the festive period while they got to uncover the little surprises we designed for families and friends to interact and bond over.
Delight, Discover, Enjoy
Tasked to leverage the existing Christmas tree structure in the mall’s central atrium, we challenged ourselves to go beyond a cosmetic make-over by transforming the structure into something meaningful and delightful for shoppers to discover and enjoy.
Clad with the colourful festive rooster-themed illustrations we designed, we took inspiration from traditional Chinese lanterns, and the idea of ‘togetherness’ to create an attention-grabbing thematic centrepiece and surrounding park-scape that welcomed guests while glowing from within.
A Story About Togetherness
The giant lantern housed six custom-designed peephole dioramas within its base which, upon discovery, light-up bringing to life a six-part story about a rooster family’s surprise journey to reunion dinner.
Unified Campaign Touch Points
Beyond the central atrium, we also created collateral such as banners, tent cards, window stickers and posters to complement the holistic campaign experience, elements and philosophy used in the lantern centrepiece.
Crossing Generations of Tradition
One of our favourite moments behind the scenes was in the development of Millenia Walk’s red packets. Ang Baos (Red Packets) are commonly exchanged in the Chinese Tradition during the Lunar New Year and other life milestones such as weddings and graduations. Our research of other red packet designs through time showed that there seemed to be an overpopulation of the usual traditional opulent, expected designs, which to us felt like an opportunity to break from the mould and try something new.
Considering Millenia Walk’s commitment to the creative arts, we set ourselves a goal to create the brightest, most vibrant and appealing Ang Baos in Singapore. Building from our campaign visual language, we created a set of 4 distinct designs which were eventually produced with premium velvet lamination and hot stamping of various chromatic shades.
We couldn’t contain our joy when we realized that our red packet designs started appearing on the black market, and in a blogpost it was listed as one of the must-have red packet sets to get for Chinese New Year!
Creative Concept & Art Direction: OuterEdit
Graphic Design & Development: OuterEdit