LUXURY EXPERIENCE ARCHITECTS
Experiential Marketing
This section highlights our expertise in experience design, demonstrating how we elevate each brand we work with.
Each case study reflects our strategic and experiential capabilities, offering insights into our processes and the impactful results we achieve. For privacy, some images are recreated with Generative AI technology, ensuring confidentiality while visually showcasing our work.
Case Studies
A Journey of Luxury Property Acquisition
Industry
Luxury Property Development
Client
Sansiri Public Company Limited (Thailand)
Goal
The objective was defined clearly: to identify and attract potential clients who would align perfectly with the luxurious offerings of Sansiri’s properties in Thailand.
To achieve this, a bespoke lifestyle showroom was constructed in Dempsey, Singapore, offering a glimpse into the breathtaking views and opulent lifestyle synonymous with a Sansiri property in Bangkok. TLG, renowned for its expertise in creating immersive experiences, was entrusted with the task of not only designing this unique showroom experience but also curating a select group of targeted guests who would appreciate and resonate with the essence of Sansiri’s luxury offerings.
At the heart of this experience design was the strategic selection of guests from the Midnight Supperclub, ensuring that those invited shared a genuine interest and affinity for the elevated lifestyle represented by Sansiri.
These carefully curated guests were then extended an exclusive invitation to visit Bangkok, where they would embark on a personalized tour of Sansiri’s prestigious properties. This seamless transition from the showroom experience in Singapore to the real-world exploration in Bangkok was meticulously orchestrated to captivate, engage, and ultimately convert high-potential leads into discerning clients for Sansiri’s luxury real estate portfolio.
We aimed to create an exclusive experience that would appeal to High Net Worth (HNW) customers through our innovative Midnight Supperclub concept, held in a penthouse replica showroom that was custom built to mirror the luxurious lifestyle potential of owning a Sansiri property in Thailand.
Unique Event Timing and Theme
The event began at 11 pm, a deliberate choice designed to intrigue our target demographic, primarily consisting of older patrons who might typically consider this their bedtime. Guests were encouraged to dress in formal wear, adding an air of sophistication and exclusivity. The theme for the evening was the “Seven Deadly Sins,” which piqued further curiosity and set the stage for a night of immersive experiences.
Thematic and Sensory Integration
Each element of the Midnight Supperclub was carefully crafted to correspond with one of the sins. For instance:
– Lust: A private burlesque exhibition was a daring highlight, masterfully toeing the line of the provocative. This carefully curated performance infused the evening with an air of danger and allure, captivating our late-night guests. The sensual display of artistry not only stirred deep emotions but also perfectly set the tone for a night of indulgence and mystique. This exhibition, pushing the boundaries of traditional entertainment, played a pivotal role in defining the supperclub’s immersive experience, leaving a lasting impression of boldness and excitement.
– Gluttony: The Midnight Supperclub by San Siri took a traditional Asian favorite, “Bak Chor Mee,” and transformed it into a luxurious culinary masterpiece through a partnership with acclaimed Chef Ming Tan. This collaboration introduced a menu that melded familiar flavors with unprecedented luxury, incorporating elements like caviar and rare Japanese ingredients. This innovative approach not only sparked intrigue and curiosity among the guests but also elevated a common dish into an exquisite fine dining experience, showcasing the chef’s creativity and the supperclub’s commitment to offering unique, high-end culinary adventures.
– Greed: Guests were encouraged to engage in a playful activity of stealing gold coins (redeemable for secret menu items) from each other’s tables, enhancing interaction and enjoyment.
These elements were not only personally meaningful but also memorable, creating a vivid demonstration of the lifestyle associated with San Siri properties.
Building a Unique Brand-Experience Culture
Our approach was to foster a sense of belonging and feed an insatiable curiosity among our guests. The supperclub’s culture was unique to each event, with no two gatherings ever sharing the same atmosphere, even if the thematic elements remained consistent. This uniqueness is due to the personal interactions and connections made and strengthened by shared stories and experiences.
Engaging the Senses
The supperclub was designed to engage multiple senses simultaneously, enhancing the overall experience and ensuring that each guest left with a lasting impression of Sansiri’s commitment to luxury and personalized experiences.
This experience sought out to show how targeted experience design can create a compelling brand experience that not only entertains but also solidifies a luxury brand’s competitive advantage in the real estate market.
The Midnight Supperclub by San Siri exemplified the use of psychological and experience-design principles to create a memorable and engaging experience for its attendees. By breaking customers out of their routine behaviors and expectations, the event fostered an atmosphere of novelty and excitement that resonated deeply with a high-net-worth audience. Here’s how the psychological elements were woven into the experience:
Disruption of Routine: The event’s late start time at 11 pm was a strategic choice, disrupting the usual evening patterns and setting the stage for something out of the ordinary. This shift in routine heightened the guests’ attention and made them more receptive to new experiences.
Introduction of the Forbidden: The theme of the “Seven Deadly Sins” and elements like the burlesque exhibition played into the allure of the forbidden. These bold, unexpected choices introduced a controlled sense of danger and taboo, which naturally spikes human curiosity and excitement. This was not just entertainment; it was a psychological trigger for emotional engagement.
Engagement Through Risk and Reward: The playful activity of ‘stealing’ gold coins for secret menu items added an element of gamification and light competition among the guests. This not only made the evening more interactive but also tapped into the reward systems of the brain, making the experience more gratifying.
Sensory Stimulation: By engaging multiple senses through gourmet cuisine, visual performances, and intriguing physical layouts, the supperclub created a fully immersive environment. This multi-sensory engagement helps forge stronger and more vivid memories, associating the excitement and luxury of the night with the San Siri brand.
Setting the Stage for Sales Conversations: The overall environment and the experiences curated at the supperclub put guests in an open, excited state of mind—ideal for introducing and discussing the luxurious lifestyles associated with owning a San Siri property. The unique experiences acted as a bridge, making the transition to real estate conversations feel more natural and less forced, aligning the excitement of the event with the allure of San Siri’s properties.
Through these strategic psychological levers, the our Midnight Supperclub experience not only entertained but also effectively positioned San Siri’s properties in the minds of potential buyers, demonstrating how a well-crafted event can significantly enhance marketing and sales strategies.
Elevating Private Membership Acquisition & Engagement
Industry
Private Members Club
Client
25Hours / Sky Premium International
Goal
The primary goal of the member experiences and content, is to deepen engagement with existing members while strategically designing a word-of-mouth referral program that attracts new High Net Worth (HNW) members, both locally and internationally. This initiative is tailored to align with the club’s ideal customer profile, ensuring that every element of the program resonates with the unique needs and preferences of affluent individuals.
We sought out to create a compelling value proposition that not only retains current members but also serves as a magnet for prospective clients. This involves curating exclusive benefits, unique experiences, and personalized services that distinguish the invite-only club as a premier destination for discerning clients seeking unparalleled sophistication and connectivity.
Through targeted marketing strategies and bespoke engagement tactics, we seek to establish and nurture long-term relationships with these high-value clients, positioning the club as their preferred choice for luxury and exclusivity in a vibrant social setting.
As the head of events & experiences at 25Hours & Sky Premium International, Kevin spearheaded an initiative that focused on training the team in the art of experience design. This training was essential to distinguish between mere events and truly holistic experiences. Under his leadership, the company developed a strategic approach that led to the launch of an ongoing program featuring a sequence of unique, memorable microexperiences that seamlessly integrated into a comprehensive macroexperience.
Kevin leveraged psychological insights to understand the motivations behind why members chose to spend their time with us amidst numerous other options and invitations. The focus centered on cultivating community and strengthening relationships.
The members turned to us for meaningful interactions with their partners and clients, where each session not only captivated their attention but also provided a valuable opportunity to engage with their guests. A key innovation was our practice of co-creation, which empowered our members to actively participate in shaping their experiences with us. This personalized approach fostered a sense of belonging and community.
Our strategy included the creation of exclusive, themed experiences designed to enhance networking and stimulate conversation. Notable among these was the Rare Sake Experience, which involved specially flown-in selections from Japan, shared in Singapore’s highest corporate penthouse. We also hosted private dining events with the renowned Chef Nobu in the lead-up to his restaurant’s grand opening.
These carefully curated experiences not only encouraged deeper interaction among members but also naturally promoted word-of-mouth referrals, expanding our membership base through genuine endorsements.
By delving deeply into the preferences and profiles of our members, we meticulously tailored each experience to ensure that they were not only enjoyable but deeply meaningful and memorable. This deliberate focus on crafting shared, impactful moments played a pivotal role in cultivating a community of dedicated brand champions. Each initiative was strategically designed to achieve a significant return on investment, underscoring the value and effectiveness of our approach.
Through these carefully curated experiences, we achieved more than just member retention; we created a compelling attraction that resonated with a new clientele. This new group of members perfectly aligned with the club’s prestigious profile, enhancing the overall community with their presence.
Our success in this endeavor was not accidental but the result of a concerted effort to understand and meet the high standards and expectations of our audience, thereby fostering a strong, engaged, and loyal community.
Acquisition Experience for Preferred Bank Clients
Industry
Banking / Finance
Client
CIMB Preferred Bank, UltraLuxe
Goals
Our objective over a 10-day period is to engage and acquire both new and existing High Net Worth (HNW) clients—both local and foreign—who perfectly match the bank’s ideal customer profile.
This initiative aims to deepen relationships with current clients while strategically expanding our client base by connecting with potential customers who embody the financial stature and lifestyle that align with the bank’s services and values.
In partnership with CIMB Preferred Bank, Kevin and the team from UltraLuxe Global orchestrated an invite-only, bespoke 10-day experience tailored for Ultra-High and High Net-Worth individuals.
Our challenge was ambitious: to engage over 860 guests while maintaining an intimate and personalized experience. We achieved this by designing each encounter for small groups of 20, enhancing personal interaction and deepening the impact of each moment.
Understanding the unique psychology of our elite clientele was key. These were individuals for whom exclusivity meant more than just high price tags; it meant accessing the inaccessible. Our strategy revolved around curating items and experiences that were not just lavish but also rare and emotionally resonant. This approach went beyond conventional luxury, aiming to stimulate both emotional and intellectual engagement.
The highlight of our collaboration with CIMB Bank was the creation of truly unparalleled experiences. Guests were treated to rarities such as Albino Caviar, a 56-Carat Canary Diamond, and the world’s Largest South-sea Pearl. These items, emblematic of ultimate luxury, were part of a curated journey that included a Michelin-starred Jewelry pairing, among other unique experiences.
By prioritizing intimacy and exclusivity, we succeeded in creating a series of memorable, once-in-a-lifetime experiences that resonated deeply with the attendees, aligning seamlessly with CIMB Bank’s philosophy of providing exceptional service and unparalleled offerings to its clients.
Our keen insight into the sophisticated tastes of high-net-worth (HNW) individuals enabled us to craft experiences that encouraged intimate conversations and connections, laying the foundation for client relationships and acquisition. In partnership with UltraLuxe, we introduced an exclusive VVIP section, elevating the event’s luxury quotient.
This initiative not only achieved but surpassed CIMB’s goals for engagement and client acquisition, underscored by personalized and exclusive interactions.
The essence of our strategy lay in understanding that for our elite guests, true exclusivity extended beyond mere expense to the realm of the rare and emotionally stirring. We curated not just opulent, but also unique and intellectually stimulating experiences, transcending traditional definitions of luxury.
Our innovative approach and meticulous execution were recognized with a nomination for the Markies Marketing Award for “Best Experiential Campaign in 2023”.
This project stands as a testament to our expertise in marrying luxury with strategic insight to deliver experiences that not only captivate our high-caliber clientele but also significantly advance our clients’ business goals.
Captivating Large Audiences for Global Change
Industry
Movie Premiere (Marketing) / Entertainment, NGO
Client
Sony Studios (North America), Marina Bay Sands, Earth Hour-WWF (World Wildlife Fund)
Goal
Our goal was to launch ‘The Amazing Spider-Man 2’ in Singapore, uniquely intertwining it with Earth Hour to boost global environmental awareness. We aimed to achieve dual objectives: driving significant ticket sales for the movie while also elevating the profile and mission of Earth Hour.
Through this strategic partnership, we sought to not only entertain but educate, leveraging the movie’s excitement to spotlight Earth Hour’s critical message and its core environmental philosophies.
In a collaborative effort with Sony Studios, Marina Bay Sands, and the World Wildlife Fund, we coordinated a landmark experience for the launch of ‘The Amazing Spider-Man 2’ in Singapore. This event was not just a film premiere but a powerful platform aligned with Earth Hour’s global campaign to “Use Your Power” for planet conservation, magnifying its reach and impact.
Our partnership involved multiple stakeholders, but TLG’s focus was twofold: we aimed to deliver an extraordinary experience for the audience and ensure a memorable and meaningful stay for the visiting celebrities, including stars like Emma Stone, Jamie Foxx, and Andrew Garfield.
Our comprehensive approach ensured that every aspect of their visit was seamlessly orchestrated, from their participation in the event to their engagements throughout Singapore.
The event achieved a record attendance of approximately 9,000 people, drawing together movie fans, environmental advocates, and the film’s star-studded cast and crew. This dynamic convergence not only celebrated the movie’s themes but also spotlighted environmental action. As Earth Hour’s first-ever superhero ambassador, Spider-Man epitomized empowerment, encouraging individuals to take active steps toward saving the planet. This innovative integration of film promotion with environmental advocacy marked a significant milestone in both cinematic and global conservation efforts.
The pinnacle of the event was the Earth Hour’s Lights Off ceremony held at The Float@Marina Bay. As the lights of Singapore’s iconic skyline were extinguished, the city united in a dramatic display of commitment to environmental preservation. This flagship event not only demonstrated the power of community action but also established Singapore as a crucial center for Earth Hour’s worldwide initiatives.
Our design philosophy centered on fostering active participation, transforming attendees from passive observers into proactive advocates for environmental conservation.
This approach deepened the event’s impact, imbuing each participant with a profound sense of involvement and responsibility towards the cause. The shared experience of watching the city’s lights dim resonated deeply, reinforcing the message of collective power in environmental stewardship.
This innovative integration of a movie premiere with environmental advocacy established a new benchmark for how entertainment and social responsibility can intersect to forge a meaningful and impactful experience. By blending the allure of a major film event with the urgency of global conservation, we set a precedent for future events, demonstrating that the film industry can play a pivotal role in promoting sustainable practices and awareness on a grand scale.
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Elevated VIP Concert Experience
Industry
Entertainment / Concert Promotion
Client
Avex Asia / Marina Bay Sands
Goal
Our objective was to revolutionize the KYGO concert at the Singapore Indoor Stadium, turning it into an unmatched VIP and Event Sponsor experience that sets a new benchmark in entertainment. We aimed to transform underutilized spaces into premium areas, enhancing the overall experience and simultaneously generating a profitable revenue stream.
This dual approach was designed to not only elevate the attendee experience but also to ensure financial success, redefining the standards of event monetization and luxury entertainment.
In a collaboration with Avex Asia, we transformed the KYGO Concert experience at the Singapore Indoor Stadium on November 5, 2018. Our strategic approach turned the conventional standing area into a lucrative VIP zone, skillfully balancing risk and reward. We introduced an exclusive VIP entrance, offering an expedited check-in process that immediately immersed guests in an atmosphere of exclusivity and luxury.
The centerpiece of our redesign was an elevated platform set behind the general standing area, featuring 11 luxury sections with plush leather sofas. Each section accommodated up to 10 guests, offering both intimacy and ample space, thus redefining the concert experience. This setup not only provided an unparalleled view of the stage but also an exclusive, comfortable setting that stood out from traditional concert seating.
Utilizing TLG’s experiential platform, GoLivMo, we strategically targeted and acquired customers matching the specific demographic and psychographic profiles of discerning individuals who value such enhanced experiences. Our innovative design offered an alternative to conventional box-suites, placing VIP guests at the heart of the action, right at stage level.
This initiative not only elevated the guest experience but also established a new benchmark for VIP treatment at major entertainment events.
In reimagining the KYGO Concert at the Singapore Indoor Stadium, our vision was to offer an unparalleled experience, unlike anything available at global concerts. This unique proposition intrigued customers, who were willing to invest in this new, untested model. Our meticulous planning involved multiple customer touchpoints beyond the standout feature of the VIP leather sofa section, ensuring a comprehensive and peak experience.
Understanding the significance of space and social interaction, or proxemics, we designed the layout to optimize engagement and comfort. The seating arrangements alternated between square formations for a more formal vibe and circular setups to promote active participation. Strategic table placements further enhanced the sense of privacy and comfort, creating an ideal environment for interaction and enjoyment.
Beyond the physical layout, the VIP experience was elevated with exclusive butler service, providing gourmet canapés, skewers, wagyu sliders, and champagne, alongside a handpicked selection of other beverages. Guests had the opportunity to customize their experience further with bespoke food and drink packages.
The highlight of the night was a private afterparty for the VIP guests at Lavo, Marina Bay Sands, featuring an intimate performance by KYGO, culminating the tour in style. We also offered optional private limousine transfers to ensure a seamless and luxurious journey from start to finish, making the entire experience not just memorable but emblematically personalized to each guest’s preferences.
Unforgettable Engagement Party at the Louvre
Client
Private Client
Goal
For a private customer, we brokered a deal with the Louvre Museum, ensuring a truly unforgettable experience that was unavailable to the general public. Our goal was to create a meaningful space for a post-wedding proposal dinner, where luxury, intimacy, and significance converged seamlessly.
We meticulously designed every detail to forge an emotional connection between the space and this pivotal moment in our client’s life. From the leverating the exquisite ambience and the personalized service, each element was curated to make time stand still, enabling our client to savor every moment of this milestone occasion.
In crafting a private experience for a high-net-worth (HNW) customer, our focus transcended traditional ROI metrics. Instead, we delved deep into the realms of psychology and experience design, leveraging a unique matrix to ensure the event was not just memorable but profoundly meaningful.
We approached the project with a meticulous understanding of content building blocks, carefully considering the flow and resistance within the experience to create seamless moments of connection.
By understanding the guidelines and limitations of the venue and client preferences, we curated the pace of the experience, balancing between gradual immersion and a full-throttle engagement party.
In the experience created, we delved deep into the realm of psychology and experience design, leveraging insights to create a truly transformative experience. One of our key strategies was to focus on crafting a singular, impactful takeaway for each of their guests. To achieve this, we utilized an Experience Design matrix, meticulously planning micro and macro moments that resonated deeply with the guests and contributed to the overall experience of the private engagement dining party.
An essential aspect of our approach was to empower the guests as active participants and co-creators of the experience. This involved fostering a sense of personalization, relevance, and significance in every aspect of the event. By tailoring interactions to the individual preferences and interests of the couple and their guests, we ensured a deep emotional connection and engagement throughout the experience.
This strategy not only resulted in a memorable occasion but also left a lasting impression that transcended mere observation. Participants reported feeling immersed in a transformative journey, where every moment contributed to a larger narrative and left them with a profound sense of impact and meaning. Overall, our focus on psychology and experience design proved to be instrumental in creating an immersive and unforgettable experience for our esteemed client.