This was posted 1 day after the flood, where news of the once-in-fifty-years phenomenon in Singapore got splashed all over ST.

You just gotta respect NTUC and its ad agency for the lightning-fast speed. Without the client’s cooperation in getting prompt approval for such a quick turnaround of ad, and the agency’s copywriter’s wit (and oh, not forgetting the media buyer’s role in getting the best placement amidst all the flooding news), this ad wouldn’t have created a more apt effect in addressing the issue. And clever use of the word ‘pay’ there.

But honestly, as much as NTUC Income tries to rebrand itself, and I must say I have been consistently amazed by its copy, I am still not a big fan of theirs. Particularly after what happened to my mum’s policy claim when she has stage 0 breast cancer. Bad, bad, bad experience.

Covered in protruding tabs, the round building is intended to represent the workings of a child’s musical box.

Pavilion Features

The music-box-like Singapore Pavilion is a two-story structure with an “Urban Symphony” theme. The theme is inspired by the harmony of unique elements in Singapore: progress and sustainability, urbanization and greenery, tradition and modernity and a cosmopolitan mix of residents of different races living peacefully together.

Pavilion Display

The two environmental aspects that Singapore has successfully tackled in balancing progress with sustainability – water and garden – form the softscape of the pavilion as its two design elements. The pavilion incorporates an orchestra of elements into its design – music fountains, an interplay of sounds and visuals, and roof garden flora, with the country’s unique rhythm and melody.

Highlight 1: Unique Design

Unique Design Supported by four columns of different profiles, the entire structural system features floors of different shapes and sizes, connected by ramps and stairs suspended from trusses smoothly, to form a tensional balance, which symbolizes a harmonious coexistence of people who live, work and have fun in Singapore.

Highlight 2: “Hanging Garden”

“Hanging Garden” The unique Singapore experience will culminate in the “Hanging Garden” – a rooftop garden landscaped with mysterious flora and music fountains. Here visitors will get a first-hand feel of Singapore as a Garden City.

Highlight 3: Environmental Protection

Singapore Pavilion also highlights its environment-friendly design. Facade slits and chilled water along the perimeter of the ground floor centre space will help reduce massive energy consumption whilst recyclable building materials will feature extensively.

Highlight 4: Beautiful Night View

Beautiful Night View Fountains at the square outside of the pavilion is a prelude of “Urban Symphony”. When night falls, dazzling light rays flow out from the interlaced windows and facade slits, rendering the “Music Box” with more charming beauties.

Architecture by by Kay Ngee Tan Architects.
Photos by Montse Zamorano.

Just as I thought we lack Singaporeans with style on the streets of this sunny island (as compared to Europe), I found Outré Singapore – a blog by James Bent, a New Zealander based in Singapore. Very much like thesartorialist, they started their blogs with the intention of sharing photographs of ordinary people on the streets as an inspiration to others and probably themselves too.

(Via Outré)