OVERVIEW

Situated in Singapore’s prime shopping district, Mandarin Gallery has carved a niche for itself as a luxury mall with its unique curation of tenants.

CHALLENGE

At Orchard Road, shopping is competition, & Mandarin Gallery is surrounded by them, making it a challenge for them to stand out in Singapore’s busiest commercial district. Our task was to craft a social presence that allows Mandarin Gallery to uniquely stand apart from the competition while showcasing their niche selection of tenants in a cohesive fashion.

STRATEGY

We saw untapped potential in Mandarin Gallery’s social platforms, adopting a strategy that helped them resonate with the masses & defined their purpose through thoughtful curation. Audiences are likely to engage with a brand that speaks to their attitudes; & when it comes to luxury shopping, we found that they’re in search of experiences that cater to how they feel in the moment — their moods. We used this to shape our editorial strategy—curating content based on Mandarin Gallery’s diverse tenants, tapping into luxury shoppers’ moods, and leveraging key events to establish the mall as the go-to destination.