11 January 2021

Four Things about Singapore’s First Interactive Digital Tree in a Mall

Our Chief Executive Officer, Ms Tan Ser Joo, and Director of Asset Management, Ms Ellina Chia, share how Swing By @ Thomson Plaza is deepening its roots in the community with the introduction of an interactive digital tree, as the newly revamped multi-concept enclave welcomes shoppers with more than 40 new stores. Here’s what they have to say!

The enclave’s welcoming entrance

The enclave’s welcoming entrance

1    Integrating Nature with Technology

Ser Joo: The digital tree is a reflection of the greenery that defines the Thomson Precinct and how we are embracing the digital era. By offering visitors this unique experiential retail experience at Swing by @ Thomson Plaza, we want to showcase how nature and technology can be interwoven into our everyday lives and create a sense of excitement for shoppers both old and new.

The avant-garde tree is the centrepiece of Swing By @ Thomson Plaza

The avant-garde tree is the centrepiece of Swing By @ Thomson Plaza

 

2    Creating Singapore’s Tallest Digital Tree

Ser Joo: “Planting” the digital tree was hard work. Due to its sheer size, we had to have 6-7 staff working with the installation at any one time. Furthermore, we could only work during off-peak hours to minimise disruption and noise to tenants and shoppers. Not to mention making sure we do all this while observing all safety and social distancing measures!

Snapshots from the installation process

Snapshots from the installation process

Ellina: Spanning three levels, the digital tree stands at 7-metres tall. Its unique curved LED panels (a total of 2,685 to be exact) are the perfect canvas for us to showcase the various themes and events that Swing By @ Thomson Plaza has throughout the year.

 

3    Engaging with Interactive Experiences

Ellina: Since its soft launch, the digital tree has intrigued shoppers of all ages with its vibrant and lively imagery. We are delighted that shoppers have found the interactive elements of the tree – such as the scanning of QR codes for games – to be entertaining and engaging.

 

4    Celebrating the Old & the New

Ser Joo: Thomson Plaza is a place of nostalgia. It is therefore important for us to continue to reflect and celebrate that heritage for those who have been visiting for the past decades, as well as for new visitors to the mall.