PLAYDRESS - BOOK INSTALLATION
located at 3 Temasek Boulevard Suntec City Tower 1 North Wing
located at 3 Temasek Boulevard Suntec City Tower 1 North Wing
I was given the opportunity to work with PLAYDRESS during the Great Singapore Sale (GSS) through the Singapore Retailers' Association (SRA) in the year 2019. Playdress is a fashion brand in Singapore offering an extensive range of smart casual wear that upholds quality and affordability.
The objective was to create a instagrammable spot that would attract and bring potential customers into the store and at the same time be able to showcase some of their apparel.
Through months of discussion, ideation, planning and execution, the life-sized book was constructed mainly in a workshop before touching it up and assembling it on-site at the Playdress Suntec City outlet.
The idea of the book came from the line of 'not playing by the book' as it is something that playdress lives by as they offer smart casual wear which is different from the normal boring office wear.
Done together with: James Tok
The objective was to create a instagrammable spot that would attract and bring potential customers into the store and at the same time be able to showcase some of their apparel.
Through months of discussion, ideation, planning and execution, the life-sized book was constructed mainly in a workshop before touching it up and assembling it on-site at the Playdress Suntec City outlet.
The idea of the book came from the line of 'not playing by the book' as it is something that playdress lives by as they offer smart casual wear which is different from the normal boring office wear.
Done together with: James Tok
