D&Ad New Blood SHIFT

HOUSE OF HACKNEY PAVILLIONS, SINGAPORE

Project completed at D&Ad New Blood Shift. Responding to a brief of promoting a British brand in a new country, I chose Singapore as the country had a large number of the demographic the bran was targeted towards, and the interior design style was very minimal. House of Hackney would bring something completely new to the contemporary design and encourage a maximalist style.. I created three pavilions for interiors brand ‘House of Hackney’ using their prints to create bold spaces. The project, aimed at young professionals included a work hub, table tennis installation and cafe.

The slogan 'Champion Kiasu' came from the Singaporean slang term 'Kiasu' which steams from the 'fear of missing out'. The campaign brought the new maximalist prints of HoH, and suggested following the new trend, against the all-white new apartments in the city.

My work subsequently was featured in Creative Review and Design Week.

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