A Christmas experiential campaign that transformed fairy-tale storytelling into an emotional brand experience. I led concept development, character design, and interactive content, creating meaningful touchpoints that drove strong festive footfall, social sharing, and tenant sales uplift.
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Project Name
The Birth of Starlight Fairy Tales｜星光童話成
The Birth of Starlight Fairy Tales｜星光童話成
Client / Brand
eslite spectrum The Starhill
eslite spectrum The Starhill
Timeline
Dec 6, 2024 – Jan 5, 2025
Dec 6, 2024 – Jan 5, 2025
My Role
Creative Lead / Planner / Illustrator
(Concept development, character design, experience design, on-site execution)
Creative Lead / Planner / Illustrator
(Concept development, character design, experience design, on-site execution)
One-line Positioning
A fairy-tale themed Christmas experience that transforms letter-writing into emotional, participatory storytelling.
A fairy-tale themed Christmas experience that transforms letter-writing into emotional, participatory storytelling.
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The core objective of this campaign was to create a visually iconic and immersive landmark. I conceptualized and led the creative design of a large-scale “Postman Prince” installation, measuring 5 meters tall and 3 meters wide, positioned on a bridge as the main visual centerpiece of the venue. By combining playful storytelling with bold scale, the installation captured attention from afar, guided visitors to the Eslite space, and naturally encouraged photo-taking and social media sharing.
Through integrating a postcard redemption mechanism, the installation transformed visual impact into active engagement, reinforcing onsite participation and brand connection. The campaign generated over 4,000 postcards redeemed and more than 7,000 social media shares, establishing the installation as a key highlight and significantly boosting foot traffic and dwell time.
From an execution standpoint, I led the end-to-end production and installation process, including:
- Conceptualizing the creative vision and translating it into a scalable design
- Sourcing and selecting inflatable structure manufacturers in China
- Coordinating structural design, dimensions, and safety specifications
- Overseeing production schedules and quality control
- Planning international shipping and on-site installation
The installation was delivered on schedule and professionally installed, ensuring both safety and visual impact. The result was a highly shareable, attention-grabbing landmark that successfully drove engagement while bringing the creative concept to life.
Background
Year-end flagship Christmas campaign to drive footfall, engagement, and tenant sales
Core Challenges
- Create emotional resonance beyond typical festive decorations
- Design interactive content that encourages real participation, not just photo-taking
- Balance storytelling, spatial feasibility, and tight production timelines
- Coordinate multi-party execution (design, vendors, on-site setup)
The Birth of Starlight Fairy Tales
This Christmas, eslite brings fairy tale characters into our space—warm, imaginative, and full of heart. Each character represents different personalities and values, creating moments of connection for families, friends, couples, and solo visitors alike.
The campaign invites everyone to pause, reflect, and write—to share wishes, sort through feelings, and set gentle hopes for the year ahead.
Every stop in the journey is a small moment of calm, a chance to reconnect with yourself.
Every stop in the journey is a small moment of calm, a chance to reconnect with yourself.
As Santa is busy this season, he has sent his little helpers to eslite to collect letters and assist the fairy tale friends on their mission.
For this campaign, we reimagined a classic fairy-tale character as the central protagonist — the “Postman Prince.”Inspired by The Little Prince, he became a warm-hearted postman for Eslite’s Christmas activation, delivering letters written to oneself one year ago, carrying messages of joy and hope.
Throughout the creative process, I oversaw the character development and interactive experience design, ensuring a seamless integration of storytelling, brand connection, and visitor engagement.
Execution & Collaboration
- Internal design & operation teams
- External vendors for fabrication & installation
Key Problem Solving
- Adjusted installation methods for heavy structures and site constraints
- Optimized setup schedule to meet tight festive launch timeline
Send a Letter to Yourself in One Year
An emotional participation touchpoint designed to encourage reflection and future connection. Visitors were invited to write letters to their future selves, transforming a simple act of writing into a meaningful ritual.
All letters were carefully collected and mailed out in December 2025, reaching participants across multiple regions including China, Singapore, and Europe—extending the experience beyond the physical space into a long-term emotional journey.
Treehole Healing Station
A quiet, introspective space within the festive environment, inspired by the idea of a “tree hollow” as a safe place for emotional release.
Visitors could anonymously express thoughts, wishes, or personal feelings—creating a moment of pause, healing, and human connection within an otherwise vibrant retail setting.
These installations transformed passive visitors into active participants, turning the campaign into a shared emotional experience rather than a purely visual display.
Impact & Results
From installation to destination
The fairy-tale narrative transformed the mall from a seasonal decoration into a purposeful festive destination, driving repeat visits across weekends and peak weeks.
The fairy-tale narrative transformed the mall from a seasonal decoration into a purposeful festive destination, driving repeat visits across weekends and peak weeks.
Story-driven engagement → organic reach
Interactive storytelling mechanics (“Send a Letter to Yourself in One Year”, “Treehole Healing Station”) encouraged emotional participation, resulting in natural social sharing rather than forced promotional content.
Interactive storytelling mechanics (“Send a Letter to Yourself in One Year”, “Treehole Healing Station”) encouraged emotional participation, resulting in natural social sharing rather than forced promotional content.
Footfall → dwell time → tenant performance
Spatial storytelling and activity clustering extended dwell time, which translated into measurable uplift in tenant sales — proving the campaign’s commercial value beyond visual branding.
Spatial storytelling and activity clustering extended dwell time, which translated into measurable uplift in tenant sales — proving the campaign’s commercial value beyond visual branding.
Brand experience as a growth lever
The project demonstrated how experiential design can directly support retail performance, not just brand atmosphere.
The project demonstrated how experiential design can directly support retail performance, not just brand atmosphere.
Behind-the-Scenes Video of Production and Installation
7 interactive activities across Christmas & New Year and Visitors stayed longer and interacted with multiple zones
Key Takeaway
What This Project Represents About Me
Turning abstract storytelling into real-world, emotionally engaging spatial experiences — from concept to execution.
Turning abstract storytelling into real-world, emotionally engaging spatial experiences — from concept to execution.
