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    This is a branding and thematic proposal for Rochester Mall Singapore done in 2010.
    Published:
A Mall In The Midst of An Enchanted Forest
This is a branding pitch for a mall in suburb Singapore. 

Rochester Park is a lush and green forest area within the suburb of Singapore. WIth a Biotech Industrial park and posh housing area where most affluence local and expat residing, this mall was position to be a place away from busy street of Orchard Road, and yet still have a charm and unique shopping experience which doesn't overwhelm the shoppers. 

Due to the unique and green surrounding of the development, a shopping experience in the midst of a green forest  was proposed. The brand design focus on the elegance and sophisticated feel to target the residents and the professional around the proximity. The thematic visual mainly evolved around a character shopping in the wood a to emphasis on the green surrounding and arty shopping experience almost magical as outlined by the developer.