Ways of Seeding
Reimagining plant-based dining
The 2024 edition of Singapore Design Week’s flagship event, Neu Folk, delved into the possibilities of design at Marina Central. The theme “Bridging Tradition and Future in Design” activated the area as a design district to explore ideas that emerge from the collective spirit of communities while integrating futuristic visions.
Amidst a world driven by technological fervour, we revisited a typically unfashionable brand to create an experiential space. We were invited to reimagine the retail experience of Zuya, a vegetarian restaurant and long-term tenant at Marina Square Mall, to showcase their delicious plant-based dishes and invite customers to engage with their food in new and meaningful ways.
Seeding new perspectives
Within a commercial mall, reimagining Zuya’s niche vegetarian retail experience posed a unique challenge. What would it look like to encounter place differently? Through research and conversations with Zuya, we discovered the origins of fake meat were rooted in Chinese cooking. While a third of Singaporeans are actively trying to reduce their meat consumption, many overlook the unique qualities of plant-based food.
In response, we grounded the concept of our booth as a sensorially nourishing and intriguing exchange with food, celebrating its raw form. Rather than substitute, we showcased plant-based ingredients independently and authentically.
Visualising fruits of labour
In collaboration with Fawn World, a floral design studio and art practice, we created Ways of Seeding, a tactile journey that celebrated the raw beauty of plant-based ingredients. Filtered through drapes, our booth was transformed into a serene space with a circular dining table featuring a striking natural arrangement. Inspired by the elements and flow of Chinese painting, this sculptural piece drew attention to the intrinsic vibrancy of flora and fungi that mirrors Zuya’s mushroom-rich menu.
Our signature typographic design on the walls further framed this experience, guiding visitors through a narrative of renewal and decay, mirroring the journey of the plant's life cycle and prompting them to reflect on the interconnectedness of living beings.