CONNECTION
CELEBRATION
A UNIVERSAL CANVAS FOR
I was the primary creative lead behind the West Lawn pitch, responsible for shaping the project from its earliest idea through to the final presentation.
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From architecture to programming, every decision was guided by a single question: How does this bring people closer to the space, to each other, and to what matters?
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As a pitch-led project, West Lawn showcases my ability to originate a vision, align strategy with emotion, and communicate ideas persuasively, transforming an empty lawn into a place with identity, purpose, and long-term potential.
DISCOVERY
NARRATIVE
GET CLOSER
The Beacon acts as a visual and emotional signal, drawing people in from afar, guiding curiosity and attention.
The Compass provides orientation, inviting visitors to explore, connect, and discover meaning within the space.
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From this foundation, I defined three concept pillars that shaped every design and programming decision
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CELEBRATION . CONNECTION . DISCOVERY
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These pillars became the strategic lens through which architecture, visuals, and programming were developed
THE BEACON AND COMPASS
& CONCEPT
CELEBRATION
CONNECTION
DISCOVERY
Get closer to what you love through our IP immersive experiences
Where friends and family connect, share and build meaningful memories together
PEOPLE
One with nature through learning and exploring elements of our environment
ENVIRONMENT
Where friends and family connect, share and build meaningful memories together
EXPERIENCES
HOW OUR CONCEPT TRANSLATES INTO OUR DESIGN STRATEGIES
VISUAL/PHYSICAL ENGAGEMENT TO “GET CLOSER”
PORTALS FLORAL
ART HEDGE
THE GREEN BOX
Development
Creative
Architecturally, the space was designed to feel one with its surroundings, not imposed upon them.
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I led the creative direction for key visual elements, including the Floral Art Hedge, which transforms the structure into a living canvas vibrant by day, and a subtle, glowing beacon by night. The gradient floral language was intentionally designed to shift in tone, drawing the eye inward and reinforcing the act of “getting closer.”
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The use of portals, frames, and windows introduced moments of anticipation, offering glimpses into the experiences within, blurring the boundary between inside and outside. The architecture unfolds like a theatre curtain, revealing possibility rather than declaring it outright.
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At the main entrance, life-sized LED typography turns the concept itself into an interactive landmark, seating, shelter, social space, and shareable moment ensuring the building communicates before a single word is spoken
FLOW
TOTAL SITE AREA
SPATIAL
THINKING &
EXPERIENCE
The spatial layout was designed as an invitation to connect.
Indoor and outdoor flexi-spaces were carefully planned to support circulation, pause, congregation, and discovery.
Rather than a fixed-use structure, West Lawn was conceived as a modular ecosystem able to host exhibitions, performances, community gatherings, and large-scale IP experiences without losing its identity.
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Every pathway, opening, and threshold was treated as part of the emotional journey, encouraging exploration while maintaining clarity and comfort.
GREEN BOX
F&B
FLEXI AREA (indoor)
INDOOR CIRCULATION
FLEXI AREA (Outdoor)
PROGRAMS
THE PROGRAMMING
FLEXI SPACE
Proposed programs to bridge the gap period between each IP experience or to run concurrently with IP experiences.
The programming strategy for West Lawn was designed as an extension of the core idea, GET CLOSER, translating emotional intent into long-term activation. Rather than prescribing a rigid event calendar, I conceived West Lawn as a living platform: flexible, modular, and capable of evolving with time, culture, and community. Programming was intentionally structured to support varied scales of engagement from intimate moments of discovery to large-scale celebrations.
SUSTAINABILITY
Thematic Barter Markets where visitors are invited to bring along items from home to trade
BART MART
HISTORICAL
& CULTURAL
Interactive storytelling/theatre based on mythical and historical stories, bringing themes to life after hours, in partnership with storytelling festival
STORIES & MYTHS FROM THE PAST
POP CULTURE
& SPORTS
A children’s music festival in collaboration with What’s Your Jam Singapore
SOUND
OF YOUTH
ART &
PERFORMANCE
Multigenerational Art Market
featuring artists and designers collaborating with home crafters and hobbyists to produce goods and experiences
ART MARKET: GENERATIONS
SCIENCE &
TECHNOLOGY
Live remix of visitor generated content. Visitors are encouraged to snap videos/photos at exhibit and tag the event where a visual artist is on hand to remix the content and project live.
SPLCE
AND MORE PROGRAMS
CELEBRATION
CONNECTION
DISCOVERY
PEOPLE
One with nature through learning and exploring elements of our environment
ENVIRONMENT
Where friends and family connect, share and build meaningful memories together
EXPERIENCES
Get closer to what you love through our IP immersive experiences
Complementary suite of programs bringing guests closer to a deeper purpose to the community and environment
ANCILLARY
FLEXI SPACE
THE GREEN BOX
Curation of multiple verticals of experiences, dedicated to all demographics and levels of interests
An exciting F&B experience coupled with fun, and exciting merchandise that elevates the overall guest journey
