Suntec City wins at Retail Asia Awards 2026 for jubilee activation

The SG60 campaign transformed the mall into a cultural playground through large-scale food-themed installations.

Suntec City won the Experiential Marketing Project of the Year - Singapore in the Retail Asia Awards 2026. The mall received this recognition for its SG60 activation, Together in Jubilee Joy: Eat, Play, Unite! which celebrated the nation’s jubilee year. This campaign reinterpreted local dishes into large-scale interactive installations and curated cultural exhibitions to engage families and shoppers.

The activation featured four culinary-themed zones in the mall’s atrium that turned everyday Singaporean flavours into tactile environments. Amongst these were station games such as the Crabby Swing, Chicky Stack, and Prata Shot, which used kitchen tools, 3D puzzles, and digital games to blend nostalgia with physical play. Children could also explore the Chendol Ball Pit, which utilised green pool noodles and coloured balls to mimic the textures of the dessert. The most notable feature was the Singapore Dragon Slide, which utilised a hybrid carpentry-inflatable construction to recreate the sharp contours of the iconic heritage playground.

Suntec City also commissioned a digital mural by local artist, Kow Fong, titled 600 Wishes, One Singapore. This installation allowed visitors to adopt digital tiles through donations to Community Chest’s SGSHARE. Participants penned personal messages for the country, which appeared on the mural before becoming part of the permanent community artwork.

The campaign extended to the outdoor Suntec Plaza for a National Day countdown event on 8 and 9 August. This festive gathering included a local creators’ marketplace, live performances, and trivia games. Visitors tracked their progress through mission cards that unlocked keepsakes, such as chilli crab straw covers, to encourage repeat visits across the different zones.

Strategic collaborations with the Founders’ Memorial, Children’s Museum Singapore, and the National Heritage Board brought educational food-related exhibitions to the mall. These experiences provided additional layers of discovery for over 1 million visitors during the activation period. The campaign successfully attracted over 3,000 participants to the interactive stations and achieved a PR value of more than SG$700,000 with a combined reach of over 9.7 million.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].