July 29, 2011
Every year in June, the shopping haven that is Singapore lights up during the Great Singapore Sale. Every major shopping mall (and vicariously also their creative agencies) has a shot at glory and a moment of retail paradise.
Up against aggressive price markdowns from other malls, ION Orchard wanted to hold its allure as the hottest designer mall in Singapore. After all, it is the fashion capital mall of Singapore.
Beyond a price tag, it had to triumph on taste and quality.
The Idea & Execution
ION Orchard brings on a new kind of light. It positively sparkles with an interesting execution of light projections to deliver its theme, “More than just a numbers game.”
Numbers were artistically projected onto the bare skin of a model in the shape of a blouse, unveiling a stunning image and a feeling – that the beauty of a sale lies in the senses, not just a price tag. Fashion and art come together in an imaginative form.
Captivating and sensuous, a 1-minute long projection of moving numbers and dazzling lights playfully dressed a naked model in the middle of the high traffic Basement 2 area. This light show intrigued every shopper to do a double take.
ION Orchard with its visual display movements added colour, vibrancy and a piece of magic to the atmosphere.
The ION Orchard GSS ad was selected for the “Ad of the Month of June 2011” by the Singapore Press Holdings, the grand creative accolade for the industry.
For some, it’s a great Singapore Sale. For us, it’s a piece of retail paradise created.