Orchard Central Shopping Directory & Hoarding
Publication and Hoarding Design
Orchard Central’s ‘Centre of New’ positioning permeates every aspect of the mall – including new architectural and design forms to bring about a fresh and distinctive new retail experience for the sophisticated urban shopper.
Fronted by an iconic exterior featuring local artist Matthew Ngui’s eye-catching digital art membrane, the mall presents a unique cluster concept, grouping complementary offerings together to serve as special destinations for shoppers. Being the key designer of Orchard Central’s iconic exterior, we were naturally drawn to Matthew Ngui’s work and intended to translate elements from his works into the design. This led to the choice of using brighter colours and graphic elements to emulate the appearance of lights.
What we came out with
The directory design is very much inspired by the essence of Orchard Central – the architecture, the interior, the exterior, the unique tenants and the heart and soul of the brand of Orchard Central. The design is a literal interpretation of the graphic placements of the bright lights on the exterior of Orchard Central. The vibrant colour palette and the use of graphic shapes within the design are all inspired by the elements present within Orchard Central itself.
Hoarding Design Pitch
Six months after the directory was completed, our studio was approached to pitch for the hoarding design based on the design for the directory booklet. Based on the theme ‘Immerse in a New Experience’, the vibrant CMYK colours and graphic shapes that we had earlier derived from the building itself was readapted to the design for the hoarding. Similarly, the hoarding also features large, bold texts, and in addition, the latest design has greater emphasis on Fashion, food, and lifestyle, featuring a model, lights(furniture) and cutleries(food). These images blended into the background to bring out the idea of an ‘immersive experience’.
Unfortunately, the design remains as a pitch and another studio was picked for the execution. The final design was not related to the directory in any way, probably because the client wanted a different approach to the hoarding design.
Alternative Directory Design
Alternative Design Option We Provided
In addition to the chosen design option for the directory booklet, I have provided an alternative design as part of the pitching process. This alternative design was my preferred option as the approach was more modern, bolder, and more suited for the younger demographics.
Inspired by the lights of Orchard Central’s iconic exterior, we dissected it further and extracted the element of a single flare, the circle shape. You can see this shape on the cover of the design, a bold circle right in the centre of the page. This represents the idea of Orchard Central being the Centre/center of the city. Variations of this shape can be seen repeated throughout the design, manipulated to produce a younger, more vibrant look and feel.
3AD Group Pte Ltd
Orchard Central, Far East Organisation
— Project Date
January 2015 (Directory),
July 2015 (Hoarding)
— Design & Illustration
Leow Hou Teng
— Accounts & Servicing
— Project Category
Advertising, Graphic Design
Shopping Directory(Brochure), Hoarding
Feature this Project
Share this project on social media, or on a blog post!