MILLENIA WALK - TRAIL OF DELICIOUS DESIGN
Combining Design with Food to Make Creativity the New Flavour off the Season
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.
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.
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.
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.
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
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.
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.
Creative Direction & Art Direction: OuterEdit
Graphic Design & Development: OuterEdit
Curation & Programming: OuterEdit
With Special Thanks to:
Bowers & Wilkins
The Darkk Gallery
We the People
MT Washi tape
Poptsie Paper Co