18 – 26 (Young Adults)
To reintroduce local superstition to the younger generation
Room Thirteen was a self-initiated project to sled light on Singapore superstitions and the important moral values that were forgotten. The creative direction was to reintroduce local superstition to the age ranged from 18 to 30. Using a store concept and related merchandises, it aims to re-educate the public, preserves our cultural identity, as well as gives Singapore superstition tangible values. As for the Art direction, the project focuses on the psychology theory on fear of the unknown, using Tim Burton’s dark humour approach on the visual and design, to convey a message while engaging the targeted age group.