Year: 2017 - 2019
Brand: Funan
Funan
Funan is a mixed used development comprising a retail mall, two office towers and a serviced apartment tower in the Civic District in Singapore. In 2019, the former building known as Funan DigitaLife Mall underwent a total revamp - bridging a new paradigm for life, work and play in Singapore’s city centre.
Brand: Funan
Funan
Funan is a mixed used development comprising a retail mall, two office towers and a serviced apartment tower in the Civic District in Singapore. In 2019, the former building known as Funan DigitaLife Mall underwent a total revamp - bridging a new paradigm for life, work and play in Singapore’s city centre.
︎Funan
As the old building of Funan has been demolished, the challenge of the new Funan 2.0 is to envision it as the energetic heart of Singapore’s Civic District Creative Intersection. Out with the old norms and connotations that the old Funan had of being a DigitaLife mall, the challenge was to rebrand the new Funan to be modern and hip.
The central idea was for Funan 2.0 to be the “Creative Intersection” given its strategic position in the energetic heart of Singapore’s Civic District. We built a passion-led retail model around interactive communities clustered into six themes of Tech, Craft, Play, Fit, Chic and Taste.
These themes were adopted as the content pillars of Funan’s social media strategy as well as on-ground activations which supported our creatives in the form of both social media content, paid ads and dynamic Instagram Stories.
Incorporating a style of the trending ‘hypebeast’ and ‘hypebae’ creatives that resonate and engage with our target audience - the Millennials, and strategic media buying, Funan grew to become the Top 3 Fastest Growing shopping mall social media account in less than 12 months and consistently stayed in this leaderboard since.
Worked with the team to provide social media strategy and management, content planning, event coverage, influencer marketing and creative services to Funan in support of its brand reboot and millennial-centric campaigns.
As the old building of Funan has been demolished, the challenge of the new Funan 2.0 is to envision it as the energetic heart of Singapore’s Civic District Creative Intersection. Out with the old norms and connotations that the old Funan had of being a DigitaLife mall, the challenge was to rebrand the new Funan to be modern and hip.
The central idea was for Funan 2.0 to be the “Creative Intersection” given its strategic position in the energetic heart of Singapore’s Civic District. We built a passion-led retail model around interactive communities clustered into six themes of Tech, Craft, Play, Fit, Chic and Taste.
These themes were adopted as the content pillars of Funan’s social media strategy as well as on-ground activations which supported our creatives in the form of both social media content, paid ads and dynamic Instagram Stories.
Incorporating a style of the trending ‘hypebeast’ and ‘hypebae’ creatives that resonate and engage with our target audience - the Millennials, and strategic media buying, Funan grew to become the Top 3 Fastest Growing shopping mall social media account in less than 12 months and consistently stayed in this leaderboard since.
Worked with the team to provide social media strategy and management, content planning, event coverage, influencer marketing and creative services to Funan in support of its brand reboot and millennial-centric campaigns.