"A reality blended experience matters to consumers more than ever. Our task is… to sustain excitement over a period of 6 months, and provide consumers with an opportunity to shop on a virtual pop-up store."




Virtual pop-up store with gamification in mind


Our task was to develop an innovative virtual shopping app that has a high retention with consumers within the beauty sector in Singapore. We were tasked with showcasing SKII in a virtual consumer context, and create a gamified world that delights the target audience, driving them to purchase SKII's products.


Consumers want unique interactions with the brands they buy, and these interactions needs to be highly personal. Consumers want a single minded proposition – and their patience for lengthy processes is short. Consumers want experiences that can easily be related to, accessible, and describable. Impact is made when public events are universal to all age groups, genders and cultures.

 Innovation began by developing a virtual environment for consumers to interact within an app that functioned on their mobile device, tablet or laptop. They could pick up clues, and explore different cultural spaces unique to Singapore.  

Innovation is never one thing. A spectrum from incremental to disruptive.


A simple solution to a problem or a new way of living in our world.

Innovation can be technologies that bring fresh water  to developing countries. It can be unique business models and self driving cars.

For the event theme graphic, the design expression is inspired by the puzzle, problem solving game of ‘Tangram.’ Building off the dexterity and agility of the game, this year’s graphic expression will showcase the infinite ways in which attendees innovate, develop and get busy with creating new ideas, technologies and client relationships.



A key highlight of the three day conference was the playing of an innovation-themed game, where attendees and their families dismantled entire mission statement -themed installations—including the stage which, to everyone’s surprise, was constructed of cardboard boxes.

Together, 600 attendees filled these specially designed boxes with supplies from the rest of the deconstructed exhibits such as art supplies, blankets and toys, creating 400 care packages to be sent to dozens of Ronald McDonald Houses—a nonprofit organization that accommodates the families of children who are receiving medical care at hospitals across the United States.


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Have you ever wondered what it feels like to walk in the shoes of a patient, or reimagine what ZS might look like from the eyes of a kid? Have you ever wondered what it might be like to attend the ultimate workshop meeting that was not just a place to collaborate, but also a playground of learning? Well you might just have stumbled across the right place of that. Welcome to the 2018 Partner's meeting! Come on in!

This year, the theme centers around ‘innovation.’ Over a short period of four months we were given the challenge of developing an attendee experience that could be easy to understand, visually memorable, yet dynamic enough for attendees interact with, learn from, and take ideas home to their teams / clients.

After multiple iterations and brainstorming sessions, we developed a narrative that placed children at the center of the experience. From the theme graphic shaped as a tangram cube, to an onsite adventure story, to different ‘empathy set ups’ replicating a hospital space or a hotel lodge, you’ll discover what it is like to solve complex problems through fresh eyes.


Simple set ups using cardboard, toys, and print graphics turn many of the spaces our clients and their patients experience everyday into a wonderland of creative exploration. Our goal was to also design an event that will be welcoming to the families who will be there, and integrate them more into the programming so that the experience is relevant to all, no matter what their age.

Finally, innovation must always be for social good. We concluded the event by spending the final day having attendees dismantle the entire stage backdrop made of boxes, where each one was uniquely matched to a child in need. Partnering with Ronald McDonald House Charities, attendees took these gifts to the centers, and spent the afternoon visiting patients around the area. 


Game Concept, Environmental Design, Music Direction, Visual & Creative Direction: Lee Changzhi

Agency: ZS 

Venues: Monarch Beach Resort, Dana Point, California

Project date: 2018  


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Copyright 2020 Lee Changzhi