Specs
Client
Scope
Creative Direction
Design Execution
Date
Scope
Creative Direction
Design Execution
Date
The Front Row SG
Campaign, Identity Design
Xueli Chow
Xueli Chow
September 2022
Campaign, Identity Design
Xueli Chow
Xueli Chow
September 2022
#FashTag 2022
#FashTag is a fashion-focused takeover of Raffles City Shopping Centre during Singapore Design Week 2022. Through a series of collaborative, cross-disciplinary events and activations, #FashTag explores the possibilities for fashion in an increasingly decentralised and digital post-pandemic world. It also celebrates sustainable, inclusive design, and champions the spirit of cross-border collaborations.
This concept deconstructs and amplifies the elements of digital QR codes into a visual experience to convey the essence of this campaign.
Since the audience have to scan these codes to enter the “digital” side of the experience, this art direction piggybacks on this element to reflect the nature of the exhibition. The distinct “pixels” present in QR codes will be reconstructed into a unique avant-garde visual system that can be translated into physical and digital touchpoints.
Since the audience have to scan these codes to enter the “digital” side of the experience, this art direction piggybacks on this element to reflect the nature of the exhibition. The distinct “pixels” present in QR codes will be reconstructed into a unique avant-garde visual system that can be translated into physical and digital touchpoints.
