MILLENIA WALK - TRAIL OF DELICIOUS DESIGN

 

Combining Design with Food to Make Creativity the New Flavour off the Season

 
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN

Food for Thought

With its exceptional commitment to design, quality in its tenant mix, and wholesome marketing activations, Millenia Walk’s inaugural Trail of Delicious Design campaign was a long time coming.

Years in the making, we were excited by the opportunity to conceptualise a campaign that would build awareness and strengthen the public’s impression of Millenia Walk as a design-centric mall while creating a wholly enjoyable experience for the everyday shopper.

MILLENIA WALK - TRAIL OF DELICIOUS DESIGN

A Trail of Delicious Design

Resonating with the nation-wide design agenda spearheaded by the DesignSingapore Council, our ideas for a design-led campaign enabled Millenia Walk, her tenants and shoppers to be part of something bigger. Becoming an official satellite partner and programme of the Singapore Design Week opened new doors for Millenia Walk, and empowered the brand to attract and engage new customers with a similar appreciation for design, craft and creativity.

From interactive installations, to showcases, masterclasses, shopper rewards and promotions, it was our pleasure to conceptualise and design an integrated array of touch points throughout Millenia Walk for shoppers to uncover, engage-in, discover and acquire new knowledge in & about Millenia Walk in fresh and meaningful ways.

MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN

Tasteful Spaces

The anchor showcase of Millenia Walk’s Trail of Delicious Design, Tasteful Spaces was a platform we created for designers and the public to creatively envision how our favourite local delicacies would look, feel and behave if they were to be interpreted into experiential spaces. 

Tasteful Spaces was a fun, tongue-in-cheek celebration of creativity, and was designed for everyone to enjoy. Design made accessible, fun and relatable to the everyday Singaporean, our hope was for Millenia Walk to be profiled and recognised as a meeting point between meaningful design and public enjoyment.

MILLENIA WALK - TRAIL OF DELICIOUS DESIGN

Novel Lemak

Nasi Lemak interpreted as a carefully furnished space by local forward thinking lifestyle brand, Grafunkt, through curated selection of furniture in a colour palette inspired by various elements of the well-loved dish.

MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
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Flourishing
Chilli Crab

In collaboration with floral artist, Triceratops, the iconic Chili Crab dish is reinterpreted as a spatial flower arrangement through the deliciously spicy scent wafting in the air with dried chillies smartly crafted to look like tiny crabs

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MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN

Restful Kuehs

A lounge space by local design outfit, Desinere, inspired by the variety of Nonya Kuehs. Colourful kueh-shaped benches decorated with MT Washi Tape, and intricate light features take on soft organic forms that are both affable and welcoming to tired feet.

MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN

Lucky Rojak

Designed by local interior design agency, LAANK, Lucky Rojak was an experiential space designed in relation to the ingredients typically found in the eclectic dish of rojak- bringing one through the culinary journey of rojak-making and tasting with a hint of luck.

MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
MILLENIA WALK - TRAIL OF DELICIOUS DESIGN

Creative Direction & Art Direction: OuterEdit
Graphic Design & Development: OuterEdit

Curation & Programming: OuterEdit
Production: 2Ideas

With Special Thanks to:

 

Tenant Partners:
Atlas
AV Intelligence
Bowers & Wilkins
Commune, elemen
Flower Matters
Grafunkt
Harvey Norman
Mex Out
Naiise
Plentyfull
The Darkk Gallery
Vitra
We the People

Sponsors:
Lamitak
LayerPlay
MT Washi tape
WOOD&WOOD

Collaborators:
Triceratops
LAANK
Desinere
Esther Peck
Poptsie Paper Co
Lace Zhang
Qanvast
Littlewoodloft