Client Brand: eslite spectrum The Starhill
Timeline: June 14, 2025 – July 6, 2025
My Role: Creative Lead / Planner / Illustrator
(Concept development, character design, experience design, on-site execution)
One-line Positioning: Transforming a retail space into an immersive Taiwan-flavored cultural journey that sparks curiosity, engagement, and memorable experiences.
Project Overview
The Say Hello to Taiwan campaign aimed to bring the charm, playfulness, and cultural richness of Taiwan to Kuala Lumpur, creating an immersive, multi-sensory experience that goes beyond a conventional pop-up or retail activation. The campaign blended Taiwanese cultural elements — from food and crafts to interactive installations — into a cohesive, joyful environment that invited participation, exploration, and social sharing.
Problem / Opportunity:
Cultural experiences are often commoditized into pop‑up markets; the challenge was to design a Taiwan culture showcase that feels authentic, immersive, and emotionally memorable — not just transactional.
Cultural experiences are often commoditized into pop‑up markets; the challenge was to design a Taiwan culture showcase that feels authentic, immersive, and emotionally memorable — not just transactional.
Creative Strategy:
We crafted a multi‑sensory experiential journey called “Say Hello to Taiwan,” guiding visitors through elements of Taiwanese street culture (e.g., night market vibes, local snacks, journaling, music, traditional crafts), designed to evoke nostalgia, curiosity, and connection. The experience was intentionally non‑linear and exploratory — visitors become part of the story, not just observers.
We crafted a multi‑sensory experiential journey called “Say Hello to Taiwan,” guiding visitors through elements of Taiwanese street culture (e.g., night market vibes, local snacks, journaling, music, traditional crafts), designed to evoke nostalgia, curiosity, and connection. The experience was intentionally non‑linear and exploratory — visitors become part of the story, not just observers.
Execution Highlights:
Curated 10 thematic experiences spanning food, crafts, music, and rituals
Designed interactive moments where participants participate (e.g., make wishes, journal, take photos, collect tangible keepsakes like the iconic market bag)
Integrated physical experience with social shareability to amplify impact
Creative Challenge
How do you reinterpret “Taiwanese flavor” for a Malaysian audience in a way that feels authentic, playful, and memorable?
Key considerations:
Translate Taiwan’s street culture, crafts, and festivals into a walk-through experience.
Balance visual storytelling with tangible, interactive elements.
Design activities that naturally encourage engagement and social sharing.
Creative Strategy & Execution
As Creative Lead, I was involved in the campaign from concept to execution, including:
Theme Concepting & Visual Storytelling: Developed the “Taiwanese flavor” narrative and translated it into visual elements, characters, and immersive spatial cues.
Key Visual & Spatial Design: Designed the overall look and feel, including themed installations and decoration planning for multiple engagement points.
Interactive Installations:
Sky Lantern Bridge – Guests write wishes and hang them to participate in the story.
Leaning Mailbox – Nostalgic, playful element to send messages and engage socially.
Matchmaking Stick Draw & Wish Card Bridge – Limited daily draws encouraging repeated visits and participation.
Merchandising & Tangible Touchpoints: Taiwan-inspired pins, fridge magnets, stickers, and nostalgic snacks to reinforce cultural connection.
On-Site Execution: Coordinated setup, guided installation, and ensured smooth visitor flow.
Highlights / Achievements
Successfully transformed Eslite Spectrum KL into an immersive Taiwan-inspired environment.
Designed interactive elements that encouraged repeat engagement and social sharing.
Built a cohesive experience combining visual storytelling, cultural authenticity, and playful interactions.
Campaign garnered high foot traffic and positive social media response.
Reflection / Creative Impact
This campaign demonstrates how creative-led design can turn a retail space into a cultural experience. Every installation, activity, and touchpoint was designed to:
Make visitors feel immersed in Taiwan’s charm without leaving KL.
Spark joy, curiosity, and emotional connection with the brand.
Encourage social engagement, extending the campaign’s reach beyond the physical space.
Through early-stage brainstorming, concept development, and collaborative execution, the project highlighted the value of integrating storytelling, design, and experience strategy in creating culturally resonant activations.
Campaign Results & KPIs
Footfall: +40% visitor increase during the campaign.
Merchandise & Gifts: Taiwan-themed items (postcards, retro pins, Capri Hotel vouchers) offered with purchases at RM150–RM300 tiers for Eslite members.
Social Media: +30% engagement via tagged photos, shares, and user-generated content.
Tenant Sales: Up to +45% sales growth.
Events & Membership: 10 themed events drove up to +20% membership growth in two months.
Behind-the-Scenes Video of Production and Installation
