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.

With offices in major cities around the world, this installation spotlights EDB as a collective unit, working in unison to cast light on the global stage. By positioning EDB metaphorically as a lighthouse, we communicate its success in reaching out to businesses and people around the world.

Inspired by tin can telephones played by children in the past, this installation showcases 24 shiny cans hung over a metal counter, each representing a city where EDB has a global office. The countertop is finished in matte brushed metal, contrasting against a map of the world etched in mirrored steel. The map illuminates when the tin can lights are switched on, becoming the key focus of the installation.

An intriguing hybrid between the Western periodic table and traditional Chinese medicine cabinets, Science of Life is an interactive full-wall feature that plays on the East-meets-West notion and the Global-Asia confluence that defines Singapore’s unique geographic location.

On a deeper level, a series of flash cards housed within corresponding drawers highlight how advancements in science and technologies have profoundly enhanced liveability. Each card highlights a chemical element and communicates a carefully considered association to a successful partnership or case study belonging to an EDB partner company.

Inspired by the communal wells of our kampong past, this installation symbolises the success of the Singapore Water Story, celebrating our progress from purchase to production.

Created entirely from resin, the low table and its inverted bucket light invite guests to congregate and help themselves to the bottles of NEWater contained within. In the modern context, this reflects self-sustainability and the creation of shared resources for all. This installation amplifies Singapore’s future ready message as a global leader that actively partners companies to innovate and create new businesses for tomorrow.