PAYA LEBAR QUARTER
Singapore’s Paya Lebar Quarter is Lendlease’s biggest and most significant urban regeneration project ever undertaken by the global property development and infrastructure company. We were tasked with branding the SGD$3.2 billion mixed-used, commercial, retail and residential development – including naming all precincts, establishing a compelling brand communications idea to attract world-class tenants to the space and creating an iconic visual identity.
We created a vibrant visual and verbal identity that would carry audiences on a journey through the experience of Paya Lebar Quarter. Rich, diverse experiences coming together in one place, creating a life made of many different threads woven together into the unique fabric of life in Paya Lebar Quarter. The design concept of connecting threads act in an organic way, searching and moving outward, creating objects and stitching and connecting things together. Physical threads are followed around the space that weave in and out of the buildings, creating installations, forming stories and expanding the identity.