In 2017, STB launched “Passion Made Possible” to showcase Singapore’s spirit of drive and ingenuity.
We were tasked to translate this new identity into a live experience that would help stakeholders understand the brand not just in theory but through direct engagement. Through a curated event, we transformed abstract ideas into something tangible, giving guests an engaging and personal encounter with the brand’s meaning and future possibilities.
To help visitors connect with the refreshed brand, we designed an immersive, cross-sensory night of experiences inspired by the six passion pillars behind Passion Made Possible.
Through the concept of synesthesia, we created a rich environment where guests could see, taste and hear the brand in action. The event featured 12 collaborations with creatives from diverse fields such as food, music, art and fashion. Each experience offered a distinct perspective on Singapore’s passions, transforming abstract brand ideas into something personal and memorable for every visitor.
The site of experience has a single entryway which set the basis of curating the experience.
There were 12 experiences that needed to be placed into site, each designed to immerse visitors into a different understanding of the brand.
A prelude foyer space was created as teaser to visitors entering the space prior to the launch, and a main launch area was included to give highlight on the brand launch.
Making use of the given space, the launch area was deepened to draw visitors deeper into the launch experience.
Prior to launch of the brand, the 12 experiences were hidden behind a curtain which was dramatically dropped to signify a change in the direction of the brand.
Visitors were invited to explore the 12 experiences surrounding the launch area which was reserved for stakeholders to mingle and network.
A path into “City In a Garden”, a life size terrariarium created by terrarium Maker Mossingarden and Artist Miun immerses visitors into a lush environment of greens expressing Singapore’s softer landscape.
Miun explains her signature sculptures, made of laminate parts fused with real floral parts mimic known Singapore Attractions and invite visitors to go up close and discover.
Chef Drew Nocente’s showcase brings the Foodie tribe and Explorer tribe together. Serving up sampling platters of his signature dishes made with ingredients from food supply partners who share the same belief, he encourages people to “obey your tongue, taste everything.”
Singer-songwriter Inch Chua spent months living in Pulau Ubin for her album—letters to Ubin. Based on her experiences on the island, mixologist Vijay created 3 drinks based on 3 of her songs.
Photographer Jovian Lim interpreted the same 3 songs into visuals. This collaboration converges an immersive multi-sensory Pulau Ubin Experience exploring themes, history, culture, and observations from the island.
Illustrator Dan Wong created comic strips of local sporting heroes in action based on actual life story inputs by the athletes themselves, displaying passion through this Action Seeker and Collector tribe collaboration.
Local Football hero, Fandi Ahmad, engaging with Dan’s interpretation of his football journey, chronicling his passion.
As the audience comprised key tourism industry stakeholders such as hoteliers, tour operators and attraction managers, the event was designed to expand their view of Singapore as a destination. Through the curated experiences, they uncovered new ways to frame Singapore’s diverse stories. These insights helped them shape more compelling marketing narratives for their own brands.
