Wiggle Wiggle pop-up finds PR partner

Wiggle Wiggle has appointed Access Communications Singapore as the official public relations (PR) and communications agency for the South Korean lifestyle brand's first pop-up in Southeast Asia. According to the agency, Wiggle Wiggle, founded in 2014 by design company Artshare, is a popular Korean brand known for its bold, playful aesthetic and unique design philosophy.

As the strategic communications partner, Access Communications will spearhead media engagement, influencer outreach, and publicity efforts to amplify the buzz around Wiggle Wiggle’s debut in Singapore.

In conversation with MARKETING-INTERACTIVE, an Access Communication spokesperson said the agency won the appointment during an open pitch, with work having started from 25 February this year. The spokesperson also confirmed that the appointment will last for the duration of the pop-up until further discussion.

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From 13 March to 30 March, Plaza Singapura’s Level 1 Atrium will be transformed into a wonderland spanning 2,287 square-feet, marking Wiggle Wiggle’s biggest pop-up in Southeast Asia to date.

Fans of the brand will be able to giveaway and interactive moments, including meet-and-greets with the brand's mascot Wiggle Bear, exclusive stick balloons and missions to receive complimentary Wiggle Wiggle products. 

In December last year, Danish shoe brand ECCO appointed Access Communications as its public relations agency for Singapore and Malaysia.  The partnership aimed to bolster ECCO’s media relations, influencer partnerships, and event activations within these key regions.

According to ECCO, the engagement with Access Communications would enhance the visibility of its latest collections, exclusive events, and campaigns in Singapore and Malaysia, highlighting its focus on comfort and style. Working with lifestyle brands is not new to Access Communications. The agency has worked with prominent clients such as Gentle Monster, Kylie Cosmetics, The North Face, Seiko and many others. 

Meanwhile, Wiggle Wiggle isn't the only brand to have brought an out-of-the-box activation to Singapore's shores. In January this year, French luxury brand Louis Vuitton unveiled an experiential Murakami pop-up in the little red dot, an exclusive activation in the Southeast Asia region to celebrate the reedition collection between the brand and Takashi Murakami. 

The pop-up was designed to blend retail, dining and culture, offering visitors an immersive experience into the world of Louis Vuitton x Murakami. The design of the minimalist and modular spaces took inspiration from Tokyo's modular hotels. 

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