Based in Malaysia. Open to roles globally.

Work Singapore Design Week 2024

Humanising intricatemapping technology atSingapore Design Week.

  • Brand storytelling
  • Experiential design
Singapore Design Week 2024 banners across the front of the National Design Centre

Singapore Design Week is one of Asia’s leading design festivals. In 2024 it drew over 190,000 visitors and more than 700 designers and creatives over 11 days.

GrabMaps took part to show how mapping and location intelligence shape better experiences, places and decisions across Southeast Asia.

Where
National Design Centre, Singapore · 26 September – 6 October 2024
About the event
Singapore Design Week 2024, “People of Design”: 11 days, 190,000+ visitors and 700+ designers and creatives.
My role
Creative concept, storytelling, visitor journey and event marketing, with Grab’s Head of Design and Head of Product Design teams

The challenge

A small room under fluorescent white light, and a design crowd that doesn’t expect much from a mapping company.

Two problems

Space: a confined room, about as far from an inspiring gallery as you can get. Perception: we wanted to show Grab’s design-first approach to building products, and make complex geospatial tech feel accessible.

What I led

  • Creative concept
  • Storytelling
  • Visitor journey
  • Visual communication

The big idea

Show how KartaCam 2 was designed, from first sketch to the street

A room full of designers wants to see the thinking. So rather than listing what the camera does, we walked people through how it came to be: the early concept sketches, the industrial design decisions, the AI behind its mapmaking, and the drivers and riders who carry it every day.

I spent time with Grab’s Product Design team to learn the process first-hand, so the room could celebrate the engineering and the design side by side.

A collage of the GrabMaps room at Singapore Design Week: the timeline wall, the KartaCam display and visitors

The plan

Colour, layout and light to pull people through

We planned the space around its limits. Every element had one job: to move visitors from the door to the hardware, and to make them want to look closer.

Render of the exhibition space
Plan of the room and how visitors move through it

three ideas to guide the way

  • Plan for the innovation timeline wall
    An innovation timeline wall: KartaCam’s evolution from sketch to hardware
  • Plan for road-track lines on the floor
    Road tracks on the floor, guiding visitors the way a map guides a ride
  • Plan for “More inside!” directory boxes
    “More inside!” boxes that invite people to open and look closer

The recap

A room that spoke the language of designers

The hardware was the hero, and a festival crowd found a mapping company telling a design story.

The event recap
Visitors at the KartaCam 2 wall in the GrabMaps roomWatch the film on YouTube
GrabMaps at Singapore Design Week 2024

Output

Eleven days of GrabMaps telling its design story

Grab featured the exhibition on its own site, putting its design process in the spotlight for 190,000+ festival visitors and 700+ designers and creatives.

The Singapore Design Week banner on the National Design Centre

Venue

National Design Centre

Home of the DesignSingapore Council, in the heart of the city

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