• Creative Direction
  • Experiential, Spatial & Graphic Design
  • Project Management


Millenia Walk, 2019

How do we elevate appreciation of design?

We collaborated with Singapore Design Week 2019 and Millenia Walk to invite the audience to reflect on what goes into an impressionable, excellent design.

Igniting purposeful conversation

How do we ignite a thought-provoking conversation on good design?

What is good design to you?

We invited the audience to play around with their conceptualisation of outstanding design and share it. We collectively showcased a more rounded perspective with audience engagement.


Enjoying outstanding designs

To ignite an appreciation for good design, one of our strategies was to influence the audience to shift away from a shallow/superficial perception towards a deeper exploration of design concept beyond the obvious.

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Project Outcome

Active Participation

The outcome was a myriad showcase of creative shots, social posts, and diverse opinions about “What Good Design Is”, which were shared enthusiastically offline and online through the IG campaign.

Sustainable by Design

We were proud to employ a sustainable design with this project.

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A good design can speak for itself, without asking the user to commit much effort; show rather than tell is the guiding mantra. Good design is innovative. Good design must be useful. Good design is aesthetic design. Good design communicates for a product. Good design is honest. Good design is unobtrusive. Good design is long-lasting. Good design is consistent and meticulous. Good design is environmentally friendly. Last but not least, good design is as little design as possible.

@lowercase.rayOne of the IG Campaign's winners

Ⓒ EXD Lab Pte Ltd