Known as one of Singapore's oldest surviving malls and the “KTV Capital” in the heydays, it represented a hub of late-night revelry, now bearing the haunted echoes of its vibrant yet decadent past. The project was to conceptualize, plan, build, market, and run an unforgettable horror event to reignite community interest in the mall.
Playing on the mall's name, we conceived "Rest.In.Peace Centre", a unique horror event unlike any other. This concept gave us a rare opportunity: To reimagine a space familiar to many who grew up with it, weaving its storied past with the restless spirits that roam its corridors, into a final homage to its legacy.
Our journey began with the transformation of Peace Centre's Level 4 into an immersive horror experience, rooted in Asian horror lore. Through meticulous design and curation, the once-abandoned office area became a realm of nightmares for Halloween, featuring three unique apparitions—The Weeping Mother, The Spirit Medium, and The Godfather—each with its own sorrowful backstory as part of our spatial narrative.
A pivotal aspect of “Rest in Peace Centre” was its community-driven approach. We invited local community and student teams to contribute their own horror concepts with our support, turning the event into a collective canvas of fears and stories. This collaboration not only enriched the experience but also fostered a sense of ownership and creativity.
To add an element of adventure, we introduced hidden QR codes for a chance to win real gold, sponsored by Stacker Market, a global precious metals trading and investing platform. This gamification strategy not only heightened excitement but also seamlessly integrated sponsorship into the narrative.
In collaboration with Universal Music Singapore, a scare room featured a horror-themed interpretation of Olivia Rodrigo's newest album “GUTS” to promote it. We created a room to represent the morgue collection of a teenage girl's past relationships, from a gutted body to symbolize dissecting of past relationships, to a graffiti mirror of curated lyrics.
Beyond social media marketing, we also broke new ground with the Ten Square building Billboard, immersing viewers in an anamorphic trailer that popped out of the building to grasp viewers' attention at the intersection, blurring the lines between fiction and reality.
“Rest.in.Peace Centre” exceeded all expectations, achieving remarkable community engagement and creating a viral sensation. Influencers and visitors became our storytellers, their experiences and creations amplifying our message across web through fan-made videos and social posts and discussions. This event demonstrated the power of strategic, creative planning in forging emotional connections with the community.