The Grand
Launch of GR.iD
Client JLL Singapore
Formerly known as PoMo, the mall is a hotspot for youths searching for recreational activities and spots to catch up with friends over mouth-watering delights such as artisanally crafted burgers or boba tea. The client, JLL Singapore, approached us, The Moment Collective, to spearhead their grand launch of GR.iD.
While the world was still beginning to recover from the pandemic, we could still feel the effects as the launch had already been delayed multiple times. The timeframe was short, and we could not rely on the good-ol' conventional methods for this particular Grand Launch. Compounding the above requirements was organising the launch amidst the safe distancing regulations required by the Ministry of Health.
Enter to Play
We spruced up the place around the theme - 'Enter to Play' - with bright neon lights transforming the space into a playground. 'Enter to Play' was and still is an open invitation to the revitalisation and metamorphosis of GR.iD as an entertainment space for the adventurous, trendy, vibrant, and experimental. This space lets the young and the young-at-heart discover their true selves and express their identities via different mediums and activities.
Each component of the space was designed and crafted to be as photogenic and 'instagrammable' as possible with the intent for the young to express themselves on social media. Custom-built installations such as 'The Neon Tunnel' and swings highlighted the 'Play' word in the theme. We tasked ourselves with matching the interiors to the neon orange cyberpunk-esque exterior facade. Areas that beckon you to express yourself include the graffiti walls and the booth that grants you a GR.iD personality.
This space lets the young and the young-at-heart discover their true selves and express their identities via different mediums and activities.
Games, performances, and giveaways during the grand launch inspired everyone to play at GR.iD. We were also grateful for the tight-knit community in GR.iD coming together to be involved in the launch with mall-wide promotions and various tenants hosting the media. The Minister of State, Mr Alvin Tan, was the Guest-of-Honor at the launch ceremony and was given a tour of the renewed mall. The launch ceremony and the touring required clockwork precision with such a critical VIP - indeed, this is one aspect that had no room for playing around!
