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A festival usually gets a hall of its own. This one had to share a building with the people who use it every day, who were there to renew a licence, pick up a course or find the new service centre, not to attend anything. So we stopped thinking about it as signage and started thinking about it as a journey. The festival greets you at the front door, follows you into the lift and stays with you until you've found where you're going. Along the way, two other brands had to feel just as at home, and one had to be ready to take over the moment the festival packed up. We translated a festival into a building, and the building did the rest.
The front porch is where the festival meets people first, and it's the trickiest spot in the building. It's open to Singapore's heat, humidity and sudden downpours, and it belongs to the venue, not to us. Anything freestanding needed approval, had to stand steady on its own weight without fixing into the floor, and had to come down cleanly when the festival ended.
So we let the walls and glass do the heavy lifting. Big, bold graphics wrap the entrance, which lets anything freestanding stay light and well weighted. From there, the story carries on indoors. It's there when you step into the lift, and it's still with you at the lobby. Nobody has to go looking for the festival. It's already on their way.
Two other brands had to feel just as at home. Connect by SWDA is the quiet one, guiding people to a new service centre and staying long after the festival leaves. LLSG is the host, ready to step in once the festival wraps. We gave all three one shared layout, so the festival could pack up and LLSG could slide into the same spots. The handover is a swap, not a rebuild.
