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.
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.
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.
Background
Year-end flagship Christmas campaign to drive footfall, engagement, and tenant sales
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)
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.
Meet the three helpers:
🎄 Little Tree – a symbol of growth and hope
🧦 Little Sock – a keeper of wishes and messages
🎁 Little Box – a beautiful place to treasure what matters
🎄 Little Tree – a symbol of growth and hope
🧦 Little Sock – a keeper of wishes and messages
🎁 Little Box – a beautiful place to treasure what matters
Together, they guide visitors through a warm, storybook-like Christmas journey—one filled with reflection, comfort, and small moments of joy.
Core Concept
“Turn fairy tales into real-life emotional experiences.”
“Turn fairy tales into real-life emotional experiences.”
Key Concept Keywords
Fairy Tale × Letter Writing × Healing × Participation
Fairy Tale × Letter Writing × Healing × Participation
Main Strategy
- Build a narrative world with a symbolic main character
- Design simple but meaningful interactions
- Encourage reflection + sharing to extend experience beyond the venue
Experience Direction
- Fairy tale narrative combined with eslite’s cultural and literary DNA
- Warm, story-driven atmosphere instead of purely decorative Christmas visuals
- Characters and installations designed as emotional triggers
Why This Direction
- Chose storytelling over commercial-heavy visuals to build long-term brand memory
- Emotional participation creates deeper engagement than standard festive installations
Execution & Collaboration
My Responsibilities
- Main character “Prince Postman” design
- Story concept & interaction ideation
- Illustration, spatial experience planning
- On-site coordination & setup 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
Final Installations & Experiences
Main character: Prince Postman
- “Send a Letter to Yourself in One Year”
- “Treehole Healing Station”
- 7 interactive activities across Christmas & New Year
On-site Behavior
- Strong participation in letter-writing
- High photo engagement and storytelling-based interactions
- Visitors stayed longer and interacted with multiple zones
Send a Letter to Yourself in One Year
Treehole Healing Station
Learnings & Reflection
Key Learnings
- Emotional design drives deeper participation than visual spectacle alone
- Narrative worlds increase audience willingness to engage, not just observe
- Strong coordination is essential when scaling multi-zone experiences
Impact on My Practice
- Strengthened my approach to story-led experiential design
- Improved my execution skills bridging concept → on-site reality
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.
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.
