ActionCity collaborates with Raffles City Singapore to reign in the festive season
with the World’s Tallest BE@RBRICK.
ActionCity, a pop culture art and collectibles brand, together with Raffles City Singapore, one of Singapore’s best-known retail destinations, are excited to usher in the Yuletide Season with the Love, BE@RBRICK Christmas campaign. From the world’s tallest BE@RBRICK Christmas centrepiece and limited edition BE@RBRICK merchandise to exclusive collectibles and shopping rewards, gear up for an immersive BE@RBRICK experience at Raffles City!
The Love, BE@RBRICK campaign is sure to capture hearts and souls with its eyepopping outdoor showcase of BE@RBRICK displays in various sizes decked in Christmas colours and post-modern designs. Inspired by the sights and sounds of the festive season, shoppers are guaranteed an immersive experience that will tease their senses the moment they step into Raffles City. At the heart of the campaign is the world’s tallest BE@RBRICK 8000%, which stands at a whopping height of 5.6 metres at Raffles City’s External Quartzite, just outside the cross junction at Stamford Road, along with the all-new Raffles City BE@RBRICK Candy Cane 2000%, designed exclusively by ActionCity in partnership with Medicom Toy.
Presenting The World’s Tallest BE@RBRICK
This year, the highly anticipated iconic Christmas illumination along the intersection
of Stamford Road and North Bridge Road takes the form of a BE@RBRICK 8000% at the
heart of the civic district. The world’s tallest BE@RBRICK will be greeting shoppers at the
entrance of Raffles City in a kaleidoscope of colours and designs.
With many Instagram-worthy opportunities at the Love, BE@RBRICK Christmas campaign, finding a noteworthy photo spot to snap a memorable picture with family and friends will be a breeze. Of particular interest is the Raffles City BE@RBRICK Candy Cane showcase, which is designed to emulate the spirit of gifting, joy and cheer. The BE@RBRICK Candy Cane 100%, an exclusive toy collectible designed for Raffles City by ActionCity, is redeemable from 30 November*1 onwards with a single spend of SGD 300 at Raffles City. In addition, shoppers who spend SGD 100 in a single receipt can redeem a set of BE@RBRICK gift wrappers from 12 November 2021.
Steven Harrington Exhibition @ Raffles City
Going beyond the spirit of giving, both Raffles City and ActionCity will also showcase their dedication and commitment to the arts with the inclusion of a special spotlight collection by Los Angeles-based artist Steven Harrington. Located at Raffles City’s Garden Court at level one, the collection will feature a melange of funky art, apparel, merchandise as well as a special commemorative ActionCity 21st Anniversary BE@RBRICK designed by Steven Harrington.
Art In Action
Beyond the showcase on Steven Harrington’s collection, the Christmas celebrations at Raffles City will also shine the spotlight on local contemporary artists. As part of Art In Action, six of the brightest names in the local pop-culture arts scene will be onsite to create their signature canvas artworks on 19 November 2021, to add to the festive vibrancy of the mall.
1 *Available for collection from 23 December 2021 onwards.
Featuring talents such as Allan Tan (allantkc), Carlo Cacho (iamwetworks), Chew Ming Chern
(民创), Lester Lim (lesdoublewood), Rex Lee (rex_lee) and Toby Tan (tobyato), Art In Action
seeks to highlight the symbiotic relationships between the local art community and commercial partners through active collaboration and co-creation, as well as enabling connections between shoppers and artists.
This initiative allows both ActionCity and Raffles City to proactively engage homegrown artists who are aspiring to create waves in the pop culture arts scene and enables them to reach out to the wider community by showcasing their refreshing yet engaging artworks and creations.
Mr Tan Tong Hong, Co-Founder of ActionCity, says: “Christmas is a special season for
everyone and ActionCity hopes to bring fun and joy through the Love, BE@RBRICK collaboration with Raffles City. It gives us an excellent opportunity to build on our 20 years of partnership with Medicom Toys to showcase the iconic BE@RBRICK collectibles to individuals from all walks of life, for them to browse the exciting collections and displays.”
Mr Steve Ng, General Manager of Raffles City Singapore, says: “This festive season, Raffles
City is delighted to bring lots of colour, fun and cheer to our shoppers through exclusive multi-sensory activities and attractive promotions. As Singapore’s leading fashion and lifestyle destination and tastemaker, Raffles City has been actively engaging partners and brands to create one-of-a-kind retail experiences. The ‘Love, BE@RBRICK’ Christmas collaboration will be a vibrant showcase for all to enjoy at the heart of this year’s festivities.”
The Love, BE@RBRICK Christmas Campaign will run from 12 November to 26 December 2021.