Projects
Beverage Container Return SchemeBrand Strategy
Samsonite APAC Communication Strategy
Shop–House By DECK Brand Strategy
Whoscall Brand Strategy
Singapore Polytechnic Campaign Strategy
Flexpay
Brand StrategyBengal Tiger Line Brand Strategy
Writing/Editing
Raffles Hotel Singapore Copyediting
Milan Design Week Copywriting
President*s Design Award Editing
STPI Social Media Writing
Saison International Content Writing
Singapore Design WeekContent WritingEconomic Development Board Content Writing
Aubette Café Brand VoiceSingapore International Photography Festival Campaign Writing
Taipei American School Content Writing
Long-form Writing 4 Funsies
A Gift For the Beast
Slouching Towards Singapore
No Dick, No Kick? Queer Women Are Sick of the Constant Male Credit
Sex, Toilets, and Video Calls: How are Singaporeans Getting Off in a Pandemic?
Alex G’s Lonesome Crowded West
About
Project, Client
01 Overview
03 Concept
Ways of Seeding for Singapore Design WeekContent Writing
The 2024 edition of Singapore Design Week’s flagship event, Neu Folk, delved into the possibilities of design at Marina Central. The theme “Bridging Tradition and Future in Design” activated the area as a design district to explore ideas that emerge from the collective spirit of communities while integrating futuristic visions.
Amidst a world driven by technological fervour, Practice Theory was invited to revisit a typically unfashionable brand to create an experiential space. We were invited to reimagine the retail experience of Zuya, a vegetarian restaurant and long-term tenant at Marina Square Mall, to showcase their delicious plant-based dishes and invite customers to engage with their food in new and meaningful ways. As the copywriter, I conceptualised and wrote the accompanying narrative wall text for the public installation.
In collaboration with Fawn World, a floral design studio and art practice, we created Ways of Seeding, a tactile journey that celebrated the raw beauty of plant-based ingredients. Filtered through drapes, our booth was transformed into a serene space with a circular dining table featuring a striking natural arrangement. Inspired by the elements and flow of Chinese painting, this sculptural piece drew attention to the intrinsic vibrancy of flora and fungi that mirrors Zuya’s mushroom-rich menu
Narrative text across the walls framed the experience through a cycle of renewal and decay, mirroring the life cycle of a plant while prompting visitors to reflect on the interconnectedness of living beings. An accompanying handout extended this idea, revealing factual information only when held against the light.
02 Thinking
Within a commercial mall, reimagining Zuya’s niche vegetarian retail experience posed a unique challenge. What would it look like to encounter place differently? Through research and conversations with Zuya, we discovered the origins of fake meat were rooted in Chinese cooking. While a third of Singaporeans are actively trying to reduce their meat consumption, many overlook the unique qualities of plant-based food.
In response, we grounded the concept of our booth as a sensorially nourishing and intriguing exchange with food, celebrating its raw form. Rather than substitute, we showcased plant-based ingredients independently and authentically.