MILLENIA WALK - HOME OF CHRISTMAS
Creating a festive retail experience that above all else, fosters a sense of authenticity, warmth, and wonder.
Celebrating Christmas the way it was meant to be.
Manifesting strategy to position Millenia Walk as a private indoor shopping street, we challenged ourselves to craft a fresh & bold approach to a typical festive retail experience.
Leveraging Millenia Walk's grand interiors, we devised a holistic campaign aimed to create a warm and welcoming atmosphere that, above all else, fosters a sense of unity, authenticity, wonder and interaction.
Home of Christmas
Festivities, gifts and presents aside, Christmas is an opportunity for loved ones to connect, create and share special memories together. While technology might help with our connectedness, it can be the simple in-the-moment gestures that mean the most, and where the warmth of Christmas can be truly felt.
The Millenia Walk Home of Christmas campaign stemmed from the notion of creating a warm and inviting ‘back-to-basics’ Christmas retail environment filled with handmade marvels and tactile experiences designed for the enjoyment between people.
Injecting personal, hand-crafted touches into the campaign experience, numerous touch points found throughout the compound were custom designed and handmade in collaboration with Desinere's Melvin Ong. Among them, Singapore's Tallest Cardboard Christmas Tree.
Establishing Consistency & Constancy
Drawing from the ideas above, we arranged for some of Desinere’s creations to be photographed to create campaign assets that will later become the primary elements for the key visual, as well as a suite of POS, premiums and on-ground campaign touch points we had developed to establish consistency across MilleniaWalk.
Custom gold stamped Millenia Walk - Home of Christmas postcards were designed and produced. The postcards were redeemable with a minimum purchase and came with complimentary postage to any address anywhere in the world.
Custom designed Millenia Walk - Home of Christmas candles were produced and were exclusively redeemable with a minimum purchase.
The more we get together
Designed for enriching interactions, we curated a series of local music acts, weekend markets and encouraged guests to learn a new skill or two at our crafter’s workshops, each helmed by respected names in the local craft community.
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