Millenia Walk introduces Neighbourhood Socials to empower creative talents

In celebration of the upcoming World Creative and Innovation Day, Millenia Walk (MW) is introducing its first "Neighbourhood Socials" to celebrate local and regional talents in the creative industry by showcasing their stories of craft and passion in meaningful and intentional ways. 

"Neighbourhood Socials" is part of the MW Creative Neighbourhood, which was first introduced in late 2022. At its core, the MW Creative Neighbourhood recognises the importance of human connection and interaction as it celebrates creativity and innovation with a community-led, people-first approach. Together with "Neighbourhood Socials", the mall aims to further foster this neighbourhood spirit by creating a dynamic platform for people to come together and engage with each other in meaningful ways.

A MW's spokesperson said to MARKETING-INTERACTIVE that in addition to leveraging its social media platforms and website, MW will be hosting the media and social media creators on-site to share more information and have a first-hand experience of Neighbourhood Socials before sharing with the public. Shoppers will also be able to spot physical signs such as posters and standees within the mall.

The Neighbourhood Socials is made possible with the partnership between Millenia Walk and lead creative agency, OuterEdit, who invited two local collectives - Whytespace and Asolidplan. Together with Millenia Walk, Whytespace organised the Neighbourhood Market to bring creative energies within the lifestyle pop-up through its thoughtful curation of brands to showcase.

Organised by the Pontiac Land Group and part of the Millenia Walk’s creative Neighbourhood campaign, "Neighbourhood Socials" will present a series of curated programmes every month between April and June. Each month, the mall will feature a new theme which aims at fostering innovation and bringing communities together to share fresh perspectives over familiar interests.

Don't miss: STB to revamp Orchard Road with Instagrammable spots and wayfinding features

Starting April, the campaign will launch a series of coffee-related lifestyle activities that will appeal to both coffee lovers and those who are looking for novel experiences. From 21 until 30 April, shoppers can experience these curated activities while connecting with like-minded individuals to explore the many facets of coffee culture together.

For instance, they can elevate their coffee experience by observing and learning from coffee bean showcases, latte art demonstrations and coffee-making techniques, put together by experts from Millenia Walk’s tenant, Joe and Dough at the Gatherspace. 

In addition, they can participate in other activities under the Coffee Comforts programme, including an off-menu cocktail tasting session by Highlander Bar with new concoctions such as a tantalising coffee special, as well as a coffee scrub workshop by Bamboo Straw Girl that upcycles used coffee grounds from Kith Cafe to create a coffee grounds soap. At the same time, those looking to nourish their souls can take part in positive psychology activities that are organised in partnership with The Happiness Initiative. 

To spotlight local creatives, the mall has commissioned Lydia Yang, also known as Oak and Bindi, as the artist-in-residence to create and exhibit designs that will add to the liveliness of the mall. Shoppers can witness live painting sessions by the artist at the Gatherspace too, which happens over some weekdays. Furthermore, the artist has designed a collectible gift for redemption by shoppers.

“As we launch Neighbourhood Socials, we hope to bring new experiences to spaces and brands in the mall, and encourage a thriving creative community to inspire meaningful connections between people. We want to provide a platform to support, uplift and celebrate the creativity and innovation of local and regional brands who will meet at Millenia Walk," said Melanie Yeap, head of retail for the Pontiac Land Group.

"I’m looking forward to welcoming visitors from all walks of life to experience a different subculture around us each month and see Millenia Walk as a destination that not only serves our functional needs but also strengthens social connections,” she added. 

Related articles: 

H&M shuts popular Orchard store, M&S closes Jewel outlet: What's the point of your store?
Orchard Road turns into Gotham City
Christmas light up on Orchard Road to feature AR wall for brands to play with