Retirement planning often feels complex and overwhelming. CPF Board challenged us to make it accessible to younger audiences. Our response needed to expand the conversation beyond finances, and reframe retirement as a phase for active fulfilment, rather than idleness.
Life’s Supermart was envisioned as an interactive exhibition transforming retirement planning into a relatable, values-led experience. Built to resemble a real supermarket, it used the familiarity of grocery shopping to help Singaporeans visualise, reflect, and make informed financial choices about their future.
Drawing on research that most Singaporeans buy groceries twice a week to plan their meals, we positioned financial planning as something that could be just as simple and relatable.
The space was organised into aisles themed around life priorities, utilising stylised grocery products with playful names that acted as conversation starters, prompting visitors to reflect on what matters most to them.
PICK UP A GROCERY BASKET
PICK UP TO 7 ITEMS FROM SHELVES
PROCEED TO CHECKOUT COUNTER
SCAN YOUR ITEMS
RECEIVE YOUR RECEIPT WITH YOUR PERSONA
VISIT THE SMART SHOPPER CORNER
Life's Supermart was rolled out islandwide, targeting Singaporeans with ads across HDBs, bus stops, and social media.
The exhibition was enabled through a spatial concept that used supermarket logic to organise life choices into clear, accessible categories. Its layout helped break down a complex topic into smaller idea that visitors could explore at their own pace.
Upon entering the space, visitors are met with five aisles. Each was themed after a key aspect to a meaningful life: career, relationships, health, financial well-being, and personal growth.
Every aisle was stocked with a variety of products representing different life goals.
Each product wit and empathy to turn abstract ideas into something relatable, such as Bean There, Done That (Beans), prompting reflection on personal goals.
A vibrant colour palette, light-hearted tone, and relatable branding allowed for easy understanding, while keeping the process engaging. As participants filled their Baskets of Life with 7 out of 30 products, they reflected on the things they found important and the steps they could take to achieve them.
At checkout, a personalised receipt turned user’s values into tangible prompts for planning by connecting them to CPF advice.
Each receipt assigned its recipient to 1 of 16 personas. These personas targeted people across different personalities, based on the products they filled their baskets with.
The advice was presented using analogies like “saving a slice for your loved ones” or “recipes to success” to make them approachable, and helped visitors achieve what they saw as a meaningful life.
By borrowing these familiar formats, users could intuitively grasp CPF’s policies.
Infographics across the event broke down policy using common metaphors and systems, such as recipes for cake. This allowed users to develop a better understanding of CPF.
Life's Supermart was rolled out islandwide, targeting Singaporeans with ads across HDBs, bus stops, and social media.
The exhibition was enabled through a spatial concept that used supermarket logic to organise life choices into clear, accessible categories. Its layout helped break down a complex topic into smaller idea that visitors could explore at their own pace.
Upon entering the space, visitors are met with five aisles. Each was themed after a key aspect to a meaningful life: career, relationships, health, financial well-being, and personal growth.
Every aisle was stocked with a variety of products representing different life goals.
Each product wit and empathy to turn abstract ideas into something relatable, such as Bean There, Done That (Beans), prompting reflection on personal goals.
A vibrant colour palette, light-hearted tone, and relatable branding allowed for easy understanding, while keeping the process engaging. As participants filled their Baskets of Life with 7 out of 30 products, they reflected on the things they found important and the steps they could take to achieve them.
At checkout, a personalised receipt turned user’s values into tangible prompts for planning by connecting them to CPF advice.
Each receipt assigned its recipient to 1 of 16 personas. These personas targeted people across different personalities, based on the products they filled their baskets with.
The advice was presented using analogies like “saving a slice for your loved ones” or “recipes to success” to make them approachable, and helped visitors achieve what they saw as a meaningful life.
By borrowing these familiar formats, users could intuitively grasp CPF’s policies.
Infographics across the event broke down policy using common metaphors and systems, such as recipes for cake. This allowed users to develop a better understanding of CPF.
By replacing one-size-fits-all messaging with reflection and input, visitors were made into active participants of their future.
The experience sparked meaningful conversations and shifted public perception, with 85% of attendees stating a newfound interest in future planning. Life’s Supermart demonstrated that even the most complex systems can be made human, translating policy into something people could see, handle, and reflect on.
