Wunderground Festival 2023: A Transformational Journey for Singapore’s Retail & Lifestyle Sector

The Singapore Retailers Association (SRA announces the Wunderground Festival 2023 – a groundbreaking three-year initiative that aims to reshape the way we experience shopping and lifestyle.

Embrace a New Era

At the heart of the Wunderground Festival lies a powerful mission – to breathe new life into the retail and lifestyle sector by infusing it with immersive experiences, innovation, and excitement. This initiative is set to captivate audiences through urban and heartland festivals that encourage experimentation, creativity, and the adoption of immersive elements that will captivate and enthrall consumers.

The Journey Ahead

The Wunderground Festival 2023 marks the first step of this transformative journey, with two more annual editions planned to follow suit. Each year’s effort will bring unique perspectives to the forefront: the first year will foster cross-brand collaborations under the “Wunderground” umbrella, the second will establish a flagship event for residents, and the third will focus on inviting overseas brands to join the Festival.

Driven by Vision 2025

Aligned with SRA’s Roadmap Vision 2025 of “Inspiring Retail Experiences,” this dynamic platform fosters collaboration among retail and lifestyle industry players. These collaborations are poised to unveil innovative products and services that cater to evolving consumer needs and expectations.

Reaching Diverse Audiences

Wunderground aims to make its impact felt across both urban and heartland communities. By doing so, it seeks to drive local collaborations into international markets while also enticing new talent to the retail and lifestyle sector. These emerging experiential business models are set to play a pivotal role in revitalizing Singapore’s retail landscape.

Highlights of Wunderground 2023

This platform provides lifestyle brands with the perfect canvas to showcase their collaborations, introduce fresh experiences through creative pop-up structures, and leverage the influence of popular social commerce personalities. Collaborations with artists, creatives, and design schools will bring captivating visual merchandising and interactive art installations to life.

A Festival of Two Parts

Wunderground 2023 promises an enchanting journey that unfolds in two parts. The “city” experience will captivate visitors at 37 Emerald Hill from September 21 to October 1, 2023, while the “heartland” experience will come alive at Tampines West from 6 – 15 October 2023.

An Alluring Lineup

In its inaugural edition, Wunderground 2023 boasts 25 alliances – comprising 50 enterprises – that will participate through various tiers of engagement. From co-branded collaborations and cross-promotions to limited-edition releases, this festival is set to captivate both the general public and trade visitors.

Unleash Your Imagination

The festival’s three-tiered approach offers a diverse range of engagement opportunities. Tier-1 includes collaborative partnerships between retailers, offering unique collaborations at both urban and heartland festivals. Tier-2 showcases retailers’ distinctive product offerings through photo-worthy setups, live entertainment, and more. Tier-3 embraces online engagement through TikTok Live Streaming, expanding customer reach in the digital realm.

Unlock New Skills

Experience “The Skill Vault – Workshops,” where businesses conduct enriching workshops encompassing fitness, fashion, sustainability, beauty, branding, styling, and wellness. These engaging sessions are open to both the public and trade visitors, offering a holistic experience beyond shopping.

Step into the world of Wunderground Festival 2023 and be a part of Singapore’s retail and lifestyle transformation like never before.