CULTURAL THEMATIC ATTRACTION DESIGN
Singapore is known for its multiculturalism and diversity. Each race has its own quirks and traditions; but how well-versed are Singaporeans and tourists about these traditions? Through my attraction, I wanted to shed light on a common tradition in Malay culture - Superstitions.
Every culture has its taboos, but I wanted to educate my audiences on the reasons and meanings behind these teachings.
EXAMPLES OF SUPERSTITIONS IN MALAY CULTURE
Notice how there is a pattern of parents threatening their children with spooky scenarios, but all have meanings that are looking out for their health and safety.
Examples of superstitions commonly heard by Singaporean Malays
TARGET AUDIENCE
PRIMARY: Youth (Aged 12-25)
SECONDARY: Adults/Parents (Aged 35-50)
LOGO & SINGLE MESSAGE PROPOSITION (SMP)
Pantang-larang - the Malay word for superstitions.
VENUE - ALIWAL ARTS CENTRE
Aliwal Arts Centre is a multidisciplinary arts centre with a strong focus on performing arts. It is located in the Kampong Glam district, an enclave for youths in Singapore with its hip cafes and Instagrammable spots. This makes it easily accessible to my target audience.
SPATIAL PLANNING (MULTI-PURPOSE HALL & STUDIOS)
Since these superstitions are typically brought up at home by parents, I wanted to replicate the user journey to that of walking through a HDB corridor into a Malay household.
3D RENDERINGS
Furniture and layout were planned to look like a typical HDB layout. The house features bright wall colours, wood furniture, carpets, etc. to replicate a Malay home.
CAMPAIGN AND ADVERTISING
I illustrated elements of the superstitions which will capture the attention of passersby with how spontaneous it is. They were placed at different points leading up to Aliwal Arts Centre, like Bugis MRT station, bus stop, and lamp posts along Sultan Rd.
WALK-THROUGH
Created using 3DSMax, Illustrator and Photoshop
