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 brought the charm, playfulness, and cultural richness of Taiwan to Kuala Lumpur, transforming Eslite into an immersive, multi-sensory destination.
Beyond a typical pop-up or retail activation, the campaign seamlessly integrated Taiwanese cultural elements — from nostalgic food and crafts to interactive installations into a cohesive, joyful environment that encouraged exploration, participation, and social sharing.
The result was a space that invited visitors to engage with Taiwan’s culture in a playful, memorable, and highly shareable way.
I drew inspiration from Taiwan’s local culture and reimagined iconic elements into a creative, immersive environment:
Retro signage & classic copywriting: Recreated Taiwan’s vintage shop signs with playful, culturally-relevant messaging.
Why It Works
From researching Taiwan’s local cultural scenes, I conceptualized and created immersive installations inspired by iconic Taiwanese elements — including a retro cinema, vintage shop signs, a traditional general store, and the famously tilted Taipei mailbox. I also designed interactive experiences, such as the wish-string installation, to transform these scenes from static displays into participatory moments.
The resulting Taiwan-themed environment at Eslite attracted both Taiwan enthusiasts and new audiences, encouraging photo-taking, social sharing, and cultural exploration through playful interaction.
By combining nostalgia, storytelling, and interaction, the space was transformed into a highly shareable and immersive experience — driving both physical footfall and digital engagement.
As a result:
- Footfall increased by 40%, driven by strong visual attraction and social sharing
- Social media engagement grew by 30%, fueled by photo-friendly installations
-Tenant sales increased by up to 45%, as visitors stayed longer and explored more
-Membership grew by 20% within two months, supported by event participation and gift-with-purchase strategy
-Campaign merchandise was fully redeemed within 3 weeks, indicating strong audience appeal and conversion
Taiwan-inspired set design: Created a retro cinema atmosphere with vintage posters, old bicycles, curated lighting, and wallpaper, bringing the streets of Taiwan to life.
Flagship visual centerpiece: A life-size “tilted mailbox,” handcrafted by a local stagecraft team, replicating the famous typhoon-tilted mailbox in Taipei’s Zhongshan District — serving as the main eye-catching installation for the campaign.
Pingxi sky lantern experience: Inspired by Taiwan’s famous Pingxi lanterns, participants select lantern cards in colors representing health, love, or career, write their wishes, and hang them on a bridge.
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.
Interactive wish zone: A pull-string wish board where participants write their wishes and draw a small fortune slip for guidance.
Custom merchandise: Limited-edition pins, stickers, and Eslite-exclusive pouches
(Taiwan LV bags) designed to extend the campaign’s cultural and brand experience.
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.
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.
Events Highlights and selected Xiaohongshu photo check-ins, reflecting the campaign’s popularity and audience engagement.
Behind-the-Scenes Video of Production and Installation
Event Photo Highlights
