Funan Creative Intersections
"A mall-wide visual activation that connects artists, spaces and stories under one clear motif."
For Singapore Art Week, Funan’s Creative Intersections transformed the mall into a programme of installations, performances and workshops. The activation needed a single visual thread that could guide visitors across multiple spaces and formats.
Create the campaign key visual and a flexible system that could hold diverse artworks together. Deliverables included animated OOH, environmental graphics, a social media kit and the exhibition directory.
Client
CapitaLand, Funan Mall
Scope
Illustration
Placemaking
Motion Design
Social Media
Digital Editorial
Team
Date
2024
Concept Pitch
A discovery session aligned on goals, constraints and audience flow across the mall. With “Year of the Dragon” expected to saturate the market, differentiation became a key requirement. The direction was then tested through moodboards and quick sketches in a guided review to confirm the final visual approach.
Ideation
Key Visual
The “X” motif became a visual metaphor for Creative Intersections, repeated and folded into an accordion form that subtly suggests a dragon-like silhouette. Cooler, neutral tones helped distance the campaign from familiar chinese festive, keeping the focus on art and discovery.
Key Visual
Outcome
Animated OOH
Information Panel
Social Post
Optimised Mobile Guide
3D Fabrication
Exhibition Panel
