In 2017, STB released a new destination brand, “Passion Made Possible” that celebrates the story of Singapore’s ingenuity. We were asked to introduce the new brand to stakeholders through an event that could help them understand how the brand applies.
To engage visitors to understand the refreshed brand that revolved around 6 pillars of passion, we utilized the concept of synesthesia and curated an immersive cross sensory night of experiences. We featured 12 collaboration showcases fronted by creatives from different fields; from cooking to music, from art to fashion and more to represent the different facets of passion in Singapore.
Setting Up Circulation
The site of experience has a single entryway which set the basis of curating the experience.
Bring in the Experiences
There were 12 experiences that needed to be placed into site, each designed to immerse visitors into a different understanding of the brand.
Framing the brand launch
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.
Drawing the audience deeper
Making use of the given space, the launch area was deepened to draw visitors deeper into the launch experience.
Adding the element of surprise
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.
Experiencing 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 attendees were tourism industry stakeholders such as hoteliers, attraction operators, tour operators and others, the event was designed to empower their imagination to see a multitude of varied perspectives of Singapore as a destination and in turn drive their marketing narrative.
