Content360 2023 celebrates sustainability with light installation and plant-based menu celebrates sustainability with light installation and plant-based menu

share on rolled out an art x food pop-up experience in Singapore to celebrate World Environment Day on 5 June. The campaign aimed to bring sustainability and environmental consciousness to the fore and remind people of their impact on the planet when they travel, especially as many start to explore the world again.

As part of the campaign, partnered with artists Mama Magnet and Human Spectrum and plant-based resto-bar Analogue Initiative to create an art installation and an exclusive menu respectively. The installation, titled "As We Move", features a light-focused piece that detects and mimics people's movements. According to, the installation challenges visitors to be more conscious of the imprint they leave behind. It also aims to show visitors that they have a hand to play in bettering the environment. 

Laura Houldsworth, VP and MD, APAC, told MARKETING-INTERACTIVE that while the installation will be at Analogue for only three days, there are "no plans to switch it off". She said that the installation will be placed in's office, before making a "tour" across other offices in Southeast Asia. 

At the same time, and Analogue's exclusive menu, "A Conscious Affair", aims to get visitors to reflect on what and how they consume on their travels, featuring dishes inspired by iconic destinations around the world such as Japan, Spain and Morocco. 

booking analogue sustainability 1

Houldsworth said that while sustainable travel had been increasing over the past 10 to 15 years, it has accelerated significantly over the last few years. While working to meet the demand for sustainable accommodation, also saw a rising trend of its partners trying to reduce their carbon footprint. Jumping off from that, decided to work towards working with players in the industry to foster sustainable travel. There has been a significant demand for sustainable accommodation, sustainable transportation and wanting to make a difference in the community. 

The campaign also comes on the heels of's travel report, which revealed that 77% of Singapore travellers said sustainable travel is important to them, with over half (57%) saying that recent news about climate change has influenced them to make more sustainable travel choices. Additionally, 54% of Singapore travellers say they want to leave the places they visit better than when they arrived. 

Meanwhile, 39% of Singaporeans actively look for sustainability information when booking transportation for their trips. A quarter (25%) said they chose to travel to a destination closer to home to reduce their carbon footprint and one in four (25%) indicated that they researched public transport and options to rent a bicycle in their chosen destination. Over a quarter (27%) also chose to travel by train instead of by car for longer distances while 36% said they feel ashamed to fly because of its impact on the environment.

Related articles:
Shopee makes leap into hotel scene with Agoda and tie-up Hongkongers' travel distance drops significantly this year's annual progamme returns with focus on sustainable accommodation applies quality rating system for holiday homes and apartments as demand climbs



share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window