Millenia Walk - Loves Local

 

Celebrating a nation through street vibrancy manifested through the minds and abilities of local creators

 
outeredit - millenia walk loves local - tay kexin 2

Celebrations on the Streets of Millenia Walk

With National day around the corner, OuterEdit was approached to celebrate the achievements of our nation in an unconventional and engaging manner.

With Millenia Walk’s arresting architecture in mind, we proposed a strategy to position Millenia Walk in closer alignment with the typology of an exclusive indoor shopping street.

outeredit - millenia walk loves local - street furniture

Colour, Sound, Vibrancy 

To bring this vision to life, we organised a suite of initiatives designed to enliven the streets and hallways of Millenia Walk with colour, sound and vibrancy.

outeredit - millenia walk loves local
outeredit - millenia walk loves local - work in progress

Elevating Millenia Walk's support for local creators

Reflective the tremendous transformation that Singapore has undergone in the past 50 years, we called upon to a community of notable young creatives to showcase their abilities across various disciplines.

These individuals included: 
- Nicholas Chim, @NicholasChim
- VOX, @VoxSingapore
- Tay Kexin, @kextay
- Joie Tan, @joieistan
- Joycelyn Wong, @Mslatenightjam
- Dan Wong, @AGoodCitizen, and
- Candice Phang, @PuffingMuffin

outeredit - millenia walk loves local - joycelyn wong
outeredit - millenia walk loves local - live painting
outeredit - millenia walk loves local - nicholas chim
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outeredit - millenia walk loves local - good citizen
outeredit - millenia walk loves local - tay kexin
outeredit - millenia walk loves local - candice phang

Minds at Work

From product design, to street furniture, live art sessions, and musical acts, it was important for us to curate each act to showcase a local mind at work whom shoppers could enjoy and interact with in meaningful ways.

outeredit - millenia walk loves local - shiok
outeredit - millenia walk loves local - Joie

MW Loves Local

Reading ‘MW Loves Local', most initiatives were anchored by around a 9 meter-long custom carpentry installation that was designed to evolve over time as the guest artists added their colourful touches amidst supportive shoppers. The MW Loves Local initiative reinforced Millenia Walk’s support for local ingenuity, and in our humble opinion, indicative of her new found energy.

outeredit - millenia walk loves local - vox
outeredit - millenia walk loves local - key visual
outeredit - millenia walk loves local - great hall

Campaign Strategy, Creative Direction, Content Curation, Street Furniture, Installation Design: OuterEdit

Collaborators:
Production: Pico Art
Selfeet Initiative: Shophouse&Co
Art Direction: Black Mongrels

Musical Performances:
- Nicholas Chim, @NicholasChim
- Mix & Match
- VOX, @VoxSingapore
- Tay Kexin, @kextay
- Joie Tan, @joieistan

Live Art Sessions: 
- Joycelyn Wong, @Mslatenightjam
- Dan Wong, @AGoodCitizen
- Candice Phang, @PuffingMuffin