TSLA brings *scape to life

Singapore - The Secret Little Agency (TSLA) has rolled out its first piece of work for *scape on a 150 meter hoarding at the new building site in the heart of Orchard Road over the holiday period.

By 2010, *scape will be a 5 storey urban community space on a 1.2 hectare site for youth to congregate and network, and is a S$40 million investment by the Ministry of Community Development, Youth and Sports, and the Totalisator Board. *scape Co. Ltd is the company managing the urban community space.

The hoarding represents the start of the new *scape brand identity and communications plan which will slowly be revealed during the year, and currently features work from local youth artist Alecia Neo on both collage based illustrative and photography mediums.

The hoarding is divided into several phases across a mixture of mediums which include outdoor light boxes, with sections of it open to commercial partnerships, and is the first time a hoarding in Singapore has been used in this way.

"We invite youth targeted brands to come in and sponsor and be an integrated part of the activities we have at *scape which include the hoarding," marketing head for *scape Co. Ltd, Weng Enqi said.

TSLA was appointed as lead creative agency for *scape in August 2008.

This article was originally published on the 6 January 2009.