In collaboration with Hassell Singapore, we were commissioned by the Economic Development Board (EDB) of Singapore to create a spatial branding experience for its client-facing floor at Raffles City.
Requiring a stronger brand presence distinct from typical statutory boards, we were tasked to deliver a complete visitor experience that captures the hearts and minds of clients and staff members.
There are three overarching stories relayed as part of the physical space: the Global-Asia confluence, The Singapore Story and EDB’s Heritage. The different spaces include the welcome lounge, digital wall, partnership hall of fame & press room, and future ready meeting rooms.
Resembling a living room, the use of dark wood, soft carpets, bookshelves and greenery create a warm, soothing and homely atmosphere.
The Singapore Story is articulated through a selection of local literature curated for visitor browsing. With specially designed EDB bricks and made-in-Singapore products on display, piped-in ambient music by local musicians heighten the overall sensory experience.
We created a digital wall at the main atrium to greet visitors with live data visuals. To make first impressions count, it was important to convey the message that Singapore is globally connected. Changi Airport Group and Singapore Internet Exchange were approached to provide live streams of passenger arrivals/departures and internet traffic data.
The intentionally darkened corridor outside the press room is designed to showcase gifts and artefacts from corporate partners and tell their stories in relation to Singapore’s broader industry landscape.
A 3D relief wall within the press room highlights significant milestones to celebrate pivotal points in EDB’s 50-year history.
In line with EDB’s mission, the meeting rooms adopt a “Future Ready” naming system beginning from the year 2012. Each room features significant milestones after the year has passed.